As the peak summer travel season approaches, the Lion Travel (2731) Industry Research Center has published the "2019 White Paper on Family Travel Opinions." The results indicate that over half of families opt to travel abroad as a family during the summer vacation, and 70% prefer group tours, mainly valuing the three key benefits: no need to arrange accommodations or transport on their own, access to specially curated educational and fun itineraries, and the flexibility of free time.
The survey also reveals this year’s popular choices for family travel, ranked in order as Japan, Singapore, Malaysia, and Australia. Based on its demand research findings, Lion Travel has launched the "This Summer, Play Big" summer pre-sale campaign, featuring carefully selected itineraries across Northeast Asia, Southeast Asia, mainland China, and Australia that are ideal for family trips, aiming to capture the summer family travel market.
Lion Travel’s "2019 White Paper on Family Travel Opinions" was conducted via an online questionnaire survey from April 12 to 30, collecting over 1,000 valid responses. The survey results indicate that although independent travel has become increasingly popular in recent years, family trips generally require more effort and longer preparation times. As a result, over 70% of parents still choose to join group tours.
Since it involves family travel, parents place greater importance on the richness and variety of group tour itineraries. More than half of parents consider whether a trip can achieve both entertainment and education—learning through play—as a top priority when choosing itineraries. They also worry that traditional group tours might bore children. This shows that besides having fun, incorporating cultural experiences and hands-on learning elements is becoming a major market trend.
You Guozhen, General Manager of Lion Travel, stated that the summer vacation is the peak season for family travel, and overseas park-based itineraries suitable for families have always been highly popular. In recent years, itineraries that combine culture and ecological themes have gradually become mainstream in the market due to their dual benefits of enhancing parent-child interaction and providing experiential learning opportunities.
The survey shows that amusement parks and aquariums are must-visit attractions during the summer family travel season. This year’s popular destinations include Japan, Singapore, Malaysia, and Australia. Japan offers renowned parks such as Disneyland and Universal Studios, while Singapore and Malaysia also feature Universal Studios and LEGOLAND. Australia, with its combination of natural ecology and immersive experiences, is particularly favored by consumers.
In light of this, in addition to traditional popular park itineraries, Lion Travel has also introduced this summer for the first time the "Australia Gold Coast Career Exploration 7-Day Tour." This tour is the only overseas summer camp in Taiwan focused on career experience, where professional guides lead both adults and children in trying out five different careers, satisfying a wide range of vocational interests in one trip.
(Times Information)