A new study by Kids & Fun Consulting shows that mothers are still the main players in planning family holidays. The survey of more than 2500 mothers from German-speaking countries examined their most important wishes and requirements for holiday destinations and offers. The main result: mothers are primarily looking for opportunities for shared experiences with the family that can be enjoyed in a relaxed manner and without the pressure of perfection.
According to the study, 90 percent of the mothers surveyed believe that shared family experiences are the most important criterion for choosing a vacation. Child-friendly facilities and offers are particularly important, with 64 percent of mothers placing great value on child-friendly offers. Another important aspect is the opportunity for mothers to enjoy short breaks during the vacation without feeling like they are neglecting their responsibilities towards the family. In this context, support through childcare is desired, but not as a substitute for one's own responsibility.
Although sustainability is becoming increasingly important in tourism, this topic plays a minor role for many mothers. Only 15 percent of those surveyed said that sustainability aspects are important to them when choosing a travel destination. For 77 percent of mothers, value for money remains the decisive criterion when planning a vacation. In addition to attractive prices, family-friendly infrastructure and practical solutions such as all-inclusive packages are particularly in demand in order to make the vacation as stress-free as possible for all family members.
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