Travel Reference
In-Depth Information
2011). Clearly, the tourism industry will need to adapt to such changes and
consider how to meet the needs of extended families through the provision
of accommodation, activities and deals.
In the period since the Second World War there has been a significant
growth in state/governmental family policies, with a clear impact on the
structure of family life through benefit payments, social care provision,
childbirth, employment legislation and protection, and the implementa-
tion and promotion of 'family friendly' policies (Grandparents Plus, 2010).
Such policies have, in some respects, changed the nature of families, in the
sense that the role of both women and men in the family home, and that
of grandparents, has altered. Only in recent years has the essential family
role of grandparents been recognised through state policy. For example, from
April 2011 UK grandparents who provide childcare for a child under 12 in
order that parents can work are able to claim National Insurance credits
towards their basic state pension. In Portugal grandparents are entitled to
take up to 30 days a year and receive financial support to care for a sick
child if the parents have used their parental leave entitlement or have work
commitments (Grandparents Plus, 2010).
Factors Influencing Family Participation in Tourism
A number of factors influence family participation in tourism, not least,
at present: the current economic climate; government spending cuts; the
recent rise in VAT in the UK to 20%; increases in air passenger duty (APD);
developments in technology, in particular the popularity of social media;
the growth of the VFR market; and the growth of the 'staycation'. The
economic downturn in the UK appears to have promoted a rise in family
holidays, with older children electing to travel with their parents rather
than alone (Cheapflights, 2009).
According to the ONS (2010b), households with children are more likely
to have an internet connection than those without. Social media play a
significant role in the tourism industry, in terms of consumer feedback. It is
vital for operators to consider how much more involved children are likely
to be in the family decision-making process in the future as they commu-
nicate increasingly effectively through social media and smartphones. With
increasing numbers of people making use of social media to maximise their
holiday budget, brand perception is clearly influenced by online information
and comments. Smartphone penetration and mobile applications have revo-
lutionised the travel industry in recent months and are likely to continue
to do so. According to ABTA (2011: 13) 'social media platforms, such as
Facebook, [have] revolutionised global relationships - and reconnected
long-lost friends and family, this is set to cement a popular travel trend of
visiting friends and relatives abroad in 2011'. The VFR market, although
smaller in recent years than previously, has grown faster than both holiday
