BuzzMG reached out to thousands of mothers from across the country to ask about their family vacation planning practices and attitudes. We learned many interesting things...

1. Mom Study 2013
FamilyVacation
07.24.13

2. Who was Involved?
The “Mom Study 2013” is based on
qualitative and quantitative research and
was conducted with more than 900
momSpotters® throughout the United
States during the months of January,
February, and March of 2013.This report is
available for download at
www.buzzmg.com/reports.
Composed based on data
from 01.01.2013 – 03.08.2013
943 Participants
7,000 Panelists
100% Female
Survey fielded online
Ages 21-55
21-30
13%
31-39
33%
40-49
42%
50-55
12%
Mom Study 2013: Family Vacation

3. Location
CA
10%
TX
4%
NY
12%
FL
4%
IL
12%
PA
7%
OH
GA
6%
MI
5%
NC
4%
NJ
5%
Rest
of
the
USA
27%
Mom Study 2013: Family Vacation

4. Mom Study 2013: Family Vacation
Community
City
35%
Suburbs
53%
Rural
12%

5. Ethnicity
African
American
14%
Asian
American
4%
Caucasian
70%
Hispanic
10%
Mixed
2%
Mom Study 2013: Family Vacation

6. Marital Status
Single
9%
DaSng
1%
In
a
relaSonship
12%
Married
69%
Divorced
9%
Mom Study 2013: Family Vacation

7. Education
High
school
Diploma
31%
Associates
Degree
20%
Bachelors
Degree
36%
Masters
Degree
12%
Doctorate
1%
Mom Study 2013: Family Vacation

8. Employment
employed
full-­‐Sme
employed
part-­‐Sme
unemployed
employed
part-­‐Sme
from
home
employed
full-­‐Sme
from
home
a
fullSme
homemaker
50%
16%
4%
4%
2%
24%
Mom Study 2013: Family Vacation

9. Household Income
Less
than
$8,000
$8,000
-­‐
$33,000
$33,000-­‐
$82,000
$82,000
-­‐
$170,000
$170,000
-­‐
$370,000
More
than
$370,000
I
don't
want
to
specify
1%
15%
45%
30%
5%
1%
3%
Mom Study 2013: Family Vacation

10. Number of Children
One
Two
Three
Four
Five
Six
25%
37%
22%
9%
3%
3%
Mom Study 2013: Family Vacation

11. Infant:
0-­‐12
Months
Toddler:
1-­‐2
yrs
Child:
3-­‐7
Tween:8-­‐12
Teen:13-­‐19
Young
Adults:
20-­‐30
11%
23%
54%
57%
43%
21%
Age of Children
Mom Study 2013: Family Vacation

12. Children’s Residence
With
me
full
Sme
With
me
the
majority
of
the
Sme
With
me
part
of
the
Sme
Outside
of
my
home,
independently
90%
4%
2%
4%
Mom Study 2013: Family Vacation

13. How many vacations does
your family take each year?
Mom Study 2013: Family Vacation
zero
11%
one
38%
two
33%
three
11%
four
3%
more
than
four
4%

14. How far in advance do you
plan your vacations?
Mom Study 2013: Family Vacation
Less
than
3
months
3-­‐6
months
6-­‐9
months
9-­‐12
months
Over
a
year
28%
45%
17%
7%
3%

15. Which online communities
do you use to plan your
vacations?
Mom Study 2013: Family Vacation
1.
2.
3.
4.
5.
6.
7.
8.

16. How do you choose a
destination?
Mom Study 2013: Family Vacation
Reviews
I
find
online
My
previous
visit(s)
to
this
locaSon
Family/friend's
recommendaSons
Price/incenSves
offered
44%
53%
58%
68%

17. Do you plan around the
school calendar?
Mom Study 2013: Family Vacation
Yes
No
71%
29%

18. Which are your prefered
airline carriers?
Mom Study 2013: Family Vacation
1.
2.
3.
4.
5.
6.
7.
8.

19. What factors are important
to you when choosing an
airline for your family
vacation?
Mom Study 2013: Family Vacation
Price
point
Loyalty
program
Route
Boarding
pracSces
CancelaSon
policy
60%
29%
29%
20%
20%

20. Which are your prefered
hotel chains?
Mom Study 2013: Family Vacation
1.
2.
3.
4.
5.
6.

21. What factors are important
to you when choosing a hotel
for your family vacation?
Mom Study 2013: Family Vacation
Price
point
Family
suites
AmeniSes
for
kids
Loyalty
program
Kitchen
included
Kids
menu
53%
42%
38%
35%
22%
17%

22. How often do you rent a car
on vacation?
Mom Study 2013: Family Vacation
Every
Sme
14%
SomeSmes
57%
Never
29%

23. Which are your prefered
rental car companies?
Mom Study 2013: Family Vacation
1.
2.
3.
4.
5.
6.

24. Do you search for video
reviews before planning a
trip, and if so are you
influenced by these reviews?
Do you search?
Are you
influenced?
Mom Study 2013: Family Vacation
Yes
No
44%
56%
Yes
No
47%
53%

25. Key Findings
Family vacations are still very important to Moms.
89% of Moms said they take at least one vacation
per year while 51% said they take two or more.
18% of Moms manage to take three vacations a
year.
Although friends and family recommendations are
important for Moms when choosing a destination
for vacation, price incentives have the most
influence over their decision. 68% of Moms said
that prices influenced their vacation the most,
followed by 58% who said friends and family and
only 44% for online reviews.
Mom Study 2013: Family Vacation
The theme of economic practicality continues
as 68% of Moms said price incentives were
the most important factor in choosing a
destination. Also, 60% of Moms said they
consider price to be the most important factor
when choosing an airline, and 53% when
choosing a hotel.

26. Buzz Marketing Group
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Philadelphia, PA 19102
215.399.5679
www.buzzmg.com
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