Family bonding experiences and safety are key when choosing a holiday destination

New independent research[1] commissioned by Singapore Tourism Board has unveiled insights into how Australians plan their family holidays.

The 'Australian Holiday Memories Report' recognises the importance of holidays, which allow families to spend quality time together to create long-lasting memories. Interestingly, Gen X parents[2] (75%) are the most sentimental group seeking out shared experiences for the whole family, compared to Gen Y (66%) or Baby Boomers (59%).

The research also identified that the number one thing Australian families look for when it comes to choosing a destination is a place that offers bonding experiences for the whole family (71%). Safety (69%) was voted the second requirement for selecting a destination followed by value[3] (66%).

Not surprisingly, countries which are perceived as 'easy and accessible' (English speaking, easy to navigate public transport and reliable hotel options) provide peace of mind for tired parents looking for some rest and relaxation (52%). Parents with children under five years of age are more likely to look for ease and accessibility (56%) and safety (74%) when choosing a destination, compared to parents with children 5-11 years (51% and 68% respectively) and parents with children 12-17 years (47% and 65% respectively).

Sharon Lam, Area Director Oceania, Singapore Tourism Board commented: “The perfect foundation for a stress-free holiday for Australian families appears to be an eclectic mix of family-friendly activities to excite all family members, combined with a destination which parents deem safe, easy and accessible so they can truly relax. The report has shown us that when these fundamentals are in place, families are better able to focus on what's important - spending quality time together and creating new, happy memories to be cherished for a lifetime. We recently had Y Travel Blog visit our shores recently who had a great time. We are glad Singapore is able to offer this proposition for families and welcome more Aussie families to discover Singapore for themselves.” 

Once the destination has been chosen and the on-the-ground itinerary planning begins, Australians are filling their days with new experiences and activities that the whole family can enjoy together (67%). Relaxation time is perceived as the second most valued activity (59%) and trumps iconic attractions (57%), good food (54%) and new experiences (50%).

Mums are more sentimental than dads, wanting to share a new experience or activity together (71% compared to 64%). They are also more likely to visit an iconic attraction (62% compared to 53%) and exploring educational activities that their kids will enjoy (35% compared to 28%).

For more information on Singapore, please visit: www.yoursingapore.com

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For all Singapore Tourism media enquiries, please contact:

Millicent Ogden | Adhesive PR | (02) 9281 3933 | 0403 075 945| millicent@adhesivepr.com.au

About the Singapore Tourism Board

The Singapore Tourism Board (STB) is a leading economic development agency in tourism, one of Singapore's key service sectors. Known for partnership, innovation and excellence, STB champions tourism, making it a key economic driver for Singapore. We aim to differentiate and market Singapore as a must-visit destination offering a concentration of user-centric and enriching experiences through the “YourSingapore” brand. For more information, please visit www.stb.gov.sg or www.yoursingapore.com.

[1] Galaxy Research, January 2016. Research was conducted Australia-wide and included insights from 1,004 parents with children under 18 year olds, who have travelled overseas in the last two years.

[2] Age groups defined by: Gen Y (18-34 year olds), Gen X (35-49 year olds) and Baby Boomers (50-64 year olds).

[3] Value in this context refer to a combination of budget, quality experiences and deals