Parent-child travel is the abbreviation of parent-child travel，Generally participated by parents and minor children，Collection Cognition、Education、Experience、Family love、Leisure equals an integrated travel method。Parent-child travel is based on paying attention to children’s travel needs，Coordinates the travel needs of both parents and children，The specific product forms are mainly peripheral travel products and long-term travel products。Parent-child travel is an active lifestyle and family education approach advocated by modern society，Taking children to travel not only allows them to learn knowledge during the trip、Feeling nature、Improved ability，It also helps to cultivate the relationship between parents and children。

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1. Analysis of market demand characteristics for parent-child travel

(1) The theme has rich functions

The purpose of parent-child travel is special。Different from other forms of tourism，Parent-child travel not only emphasizes broadening children’s horizons through travel、Grow knowledge、Relax and unwind、Make friends，Has strong characteristics of children’s travel products，At the same time, it emphasizes its own unique functions，To enhance the emotional communication between parents and children through travel，Harmonious family relationship，Realize the common growth of parents and children。Parent-child travel has strong coordination，In addition to considering the needs of children，Parents’ travel arrangements are also a key consideration，At the same time，In product design，Highlight the communication and interaction between parents and children。

(2) Demand is diversified, price is not the first factor

The demand for parent-child travel is more diversified，The travel peak spreads to weekends and short holidays。Overview of the parent-child travel market in recent years，Price is not the first factor，Demand favors diversified development；The small peak of travel gradually "spreads" from winter and summer vacations to weekends or short holidays，And showing a steady growth in demand。

(3) Group tours are more popular

On the way to travel，Due to traveling with children，Not as comfortable as traveling by yourself，Parent-child travel users prefer group travel that saves worry and effort，The proportion of people who choose group tours is as high as 56%。

(4) Obtaining information and booking products online have become the main ways

The Internet has become the main way to obtain parent-child travel information: as the online tourism industry matures and heats up，More and more parents try and purchase online parent-child tours。Ctrip、Tuniu、Tongcheng、Major OTA reports such as Lvmama show similar results，85% of parents mainly obtain parent-child travel product information through online inquiries，And will book air tickets through travel websites、Hotel、Tickets and other travel products，Only 10% of parents still sign up for group tours through travel agencies，Also，Only 5% of users go to the hotel by themselves、Real-time purchase of attractions。

(5) Children aged 6-12 are the protagonists of parent-child travel

Due to the different academic pressures faced by different age groups，Children younger than 6 years old and primary school students aged 6-12 years old，The proportion of travel times is significantly higher than that of middle school students aged 12-18 years old；Due to the self-care 188bet sports betting app download ability of children under 6 years old、Slightly less independent，Therefore，Children aged 6-12 become the protagonists of parent-child travel，Accounting for nearly 60%。

2. Analysis of consumption characteristics of parent-child travel

(1) Domestic tourism peripheral products are more popular

On choosing the travel direction，Due to the special nature of parent-child travel，Making some consumers more inclined to domestic travel in destination selection，Nearly 60% of people choose domestic travel。specifically refers to domestic long-term travel and peripheral travel，Considering the child’s tolerance、Travel time、Itinerary safety and other factors，60% of users choose nearby parent-child tours，Travel time is mainly on weekends and short holidays。

(2) Self-driving and high-speed rail parent-child travel are becoming increasingly popular

As Volkswagen’s consumption concept of “car life” becomes increasingly mature，And the construction and upgrading of domestic roads and service systems along the way、Popular navigation，More and more users choose self-driving family travel。Also，High-speed rail lines are accessible in all directions and prices are more stable than flying，Making high-speed rail travel popular among many family users，The number of parent-child travel users who choose high-speed rail travel is growing rapidly。

(3) Outbound travel favors island tours and cruise products

Island and “leisure” labeled cruise products are increasingly becoming dark horses in the parent-child travel market。The reason why these two are favored by parent-child travel users，It lies in the fact that this tourism method is highly consistent with the market demand for parent-child travel and overcomes the shortcomings of the original parent-child travel products。Tourists don’t have to travel long distances，In the meantime, the kids can have fun on the island or on the cruise ship，You can also find many playmates on the cruise ship，Parents are relatively worry-free。

3. Analysis of characteristics of parent-child travel decision-making

(1) Parental decision-making, child-centered

Tourism consumption decisions are based on children’s characteristics and needs，In the process of tourism consumption，Although parents are the decision makers of actual purchasing behavior，But when choosing parent-child travel products，Parents’ decisions are often not based solely on their own travel needs，But start from the characteristics and needs of the child。Child’s age，Child’s age、Gender、Preferences、Physical condition、Personal characteristics and other factors are important factors that parents consider before making consumption decisions。Of course，With age and accumulation of knowledge and experience，Children will also actively participate in the decision-making process，Parents are often more willing to accept or encourage their children’s decision-making behavior。The emergence and popularity of parent-child TV programs since 2013，It also affects users when choosing parent-child travel destinations and products。

(2) High security requirements

Parent-child tourism puts forward high requirements for the safety of tourism products，Because the child’s physical and mental development is not yet mature，The safety of travel products is often the focus of parent-child travel activities。Parents usually consider all aspects of the safety factors of the trip before traveling，Especially in the choice of transportation、Supporting tourist service facilities、The arrangement of tourist activities and the design of routes, etc.，Safety requirements are higher than other forms of tourism。

(3) Travel time is limited by holidays

More than half of parents said that their long working hours and the fact that their children go to school are the main reasons for limiting family travel time。Spring Festival、May Day、Dragon Boat Festival、Summer vacation and other holidays have become the peak time for parent-child travel users。But as the country pays increasing attention to paid leave，Add the State Council’s promotion of “2.The 5-day vacation” model stimulates and touches the weekend travel market，Parents will have more 188bet sports betting app download time to spend with their children in the future。

2. Market background analysis of the development of parent-child travel in my country

1. Relevant policies are introduced to reform the existing vacation system

February 2013，The "National Tourism and Leisure Outline (2013-2020)" is promulgated and implemented，August 11, 2015，"Several Opinions on Further Promoting Tourism Investment and Consumption" is issued and implemented，Employees’ paid holidays are initially guaranteed，And mentioned for the first time 2 that encourages flexible work and rest.5-day vacation new mode，The gradual implementation of the new vacation model allows people to have more vacation time。

2. The nuclear family with a simple structure is becoming mainstream

According to the 2010 Sixth National Census Data，my country’s urban population is about 6.700 million，The population aged 0-14 accounts for 16.6%，The town has about 1.1.1 billion children。The potential market target group is huge，Especially in my country’s first and second tier cities, the population is more concentrated。Due to the declining fertility level in our country、Increase in migrant population、The influence of factors such as young people living independently after marriage，The size of households in my country continues to shrink，The average population per household is 3.10 people，The nuclear family with a simple structure has become the main form of family household in our country。The increase in nuclear families has brought about a series of changes in tourism consumption behavior，If travel decisions are simple and easy，It is easy to reach a consensus on tourism goals，The travel time has strong coordination and unity, and the influence of children on the core family travel decision-making is increasingly prominent。

3、The improvement of economic conditions provides a favorable foundation for the development of parent-child tourism

In my country’s current nuclear family，Most couples both have jobs and only have one or two children，Financially relatively comfortable，More and more dual-income families have the objective economic foundation for tourism，In recent years, as the consumer psychology of mass tourism has become increasingly mature，Demand for leisure consumption continues to increase，Travel has entered the homes of ordinary people。

4. The educational value of parent-child travel appears

Parents of urban families have increasingly paid attention to the all-round and multi-faceted education of their children。Nuclear families pay special attention to the educational value of tourism to their children。Smooth communication with children，Creating an open and warm family atmosphere has become the highest pursuit of modern parents for the quality of family life，Parent-child travel is a favorable means to realize this demand。Meanwhile，TV parent-child programs continue to be popular，Further make people feel the fun of parent-child travel，Stimulated the demand for parent-child travel among social families。

3. Analysis of the main players in the parent-child travel market

1. Traditional travel agency

At present, many travel agencies in my country have noticed the strong demand and development potential of the 188bet app download parent-child travel market，They all more or less launch specific parent-child travel products based on their own resource characteristics，For example, Caesar、CITS、Guangzhi、Zhongxin etc.。

But there are currently not many traditional travel agencies that launch family travel products，There are very few choices for parent-child travel products，Most of them are tourism products，Single product，Severe homogeneity。This shows that our country’s travel agencies have not fully played the role of product organizers and designers in the parent-child travel market。The parent-child tour routes launched by most travel agencies are still in the initial stage of transformation from traditional mass sightseeing tours to parent-child tours, a specialized tourism form。

2. OTA/third-party platform

Large-scale OTAs and third-party platforms carry out parent-child travel business in the form of parent-child travel channels。Rich range of parent-child travel products，Wide choice，Typical representatives such as Ctrip、Tuniu、Tongcheng、188bet sports betting app download Mama Donkey、Where to go、Go and wait，You can find a relatively rich variety of parent-child travel products in different forms。Internet tourism companies responded quickly，Various products，In stark contrast to traditional travel agencies。

3. New O2O model vertical parent-child travel model

With the development of Internet technology，In recent years, a number of vertical parent-child travel websites with parent-child travel as their main business have been born，Rutongyou.com、Omen family tour、Maitao parent-child tour, etc.。It can be divided into the following modes:

(1) B-side management and service platform model: using technology and tools to start from the B-side，Building a "Children's Game Master" platform based on WeChat application，Provides online operation tools for parent-child activities specifically for travel experts，includes product releases、Customer Management、Order Management、Channel Management、Data statistics push and other functions。

(2) C2B reverse customization model: through online diversion and sales platform for parent-child travel products，Promote the increase in sales volume，At the same time, conduct in-depth exploration of user needs，Achieving a comprehensive understanding of C-side user needs and pain points，And then through unique product design，To realize the improvement of B-side service provider products and optimization of services，Introducing a variety of special routes and personalized customized products that meet specific segments of the population，Such as alumni group、Enterprise groups, etc.。

(3) B2C aggregation platform model: This type of model aggregates study tours、Winter and summer camp、Domestic and overseas family travel、Surrounding family tours、Exquisite parent-child activities、Parent-child place、Performances, exhibitions and other parent-child travel content。

(4) P2P platform model: This type of platform has outstanding P2P light social networking、Decentralized features，On the platform，You can see the appointment messages posted by other users，Click to register or comment to participate in each other’s parent-child activities。Users can also post parent-child activity information，Attract other users to participate，A typical representative is a parent-child date。

4. Tourism destination dominance

The tourism authorities of some tourist destinations are aware of the huge market for family travel，Themed tourism products are specially designed for the 188bet app download parent-child travel market，And conduct overall marketing to promote the product，Launching overall destination tourism products。As of November 19, 2015，Swiss Tourism’s winter promotion theme is “Falling in love with Switzerland – All ‘+’ winter holidays”，Where "+" is the homophone of "home"，The winter vacation project representing Switzerland is suitable for the whole family to share。

5、Utilize mobile social media networks and local event platforms to self-organize

The development of mobile Internet has surpassed that of PC，Mobility has become a way of life for people，The rise of WeChat represents the advent of the mobile social era，Online forums based on the PC era are gradually declining，Now through QQ friend group、WeChat community has become the choice of more people。Parents can jointly initiate and organize offline parent-child activities through such social platforms。Also，Various mobile APP applications based on local social activities are constantly emerging，Parents or some parent-child experts can use these platforms to publish parent-child activity information，Spontaneous organization of parent-child activities，The representative of this type of platform is Where to Go on the Weekend、Where to go on the weekend、Let’s travel together、Dangke and other mobile applications。

6、Non-tourism enterprise organizations (children's product manufacturers and early childhood education centers)

Some children's product manufacturing companies have carried out parent-child travel activities related to their corporate products in conjunction with corporate business projects，This form of parent-child travel activities are mostly related to experiencing or promoting the products 188bet sports betting app download of such companies，Most of the participants are members of such companies。For example, Beingmate organized a program titled “Understanding Family Love in Travel，Beinmate Parent-Child Travel launches parent-child travel activities with the theme of "New Concept of Parenting"。Also，Some early education centers also organize a variety of parent-child activities、House Party。

IV. Current challenges faced by the domestic parent-child travel market

1. Parent-child travel products lack distinctive features and are highly homogeneous

Many travel agencies are lackluster in product development for parent-child travel，No in-depth study of the characteristics of this market segment，As a result, parent-child travel products lack distinctive features，Unable to truly meet the consumer needs of tourists。Currently，Many so-called parent-child travel products are slightly modified or even copied from the original traditional sightseeing routes。Since popular tourist products are designed for ordinary adult tourists，So the itinerary is mostly compact，Violated the child’s routine，Poor experience。

Secondly，The design of tourism activity projects lacks pertinence，There is no obvious difference between the parent-child travel products currently sold by travel agencies and ordinary travel products，Mostly travel to colleges and universities、Summer camps and other forms appear，And still mainly focus on sightseeing and leisure，Not emphasizing participatory experience，Hotel accommodation and transportation，Still provided as adult products，Mostly similar products，Not very interesting。

2. Unreasonable division of product hierarchy

Currently，Travel agencies have not yet formed a reasonable hierarchical structure for the development of parent-child travel products，A complete parent-child tourism product system has not yet been formed，Parent-child travel products should be targeted at children of different ages，Introducing differentiated service projects，In particular, the length of the tourist route and the number of tourist items should be different。However，Currently many travel agencies are in the early stages of developing parent-child travel products，Focus on relatively high-profit outbound travel，Similar to European parent-child music tour、Korean Everland parent-child tour, etc.，There is an obvious lack of development of special products for parent-child travel in China，Overseas parent-child travel prices are higher、Long travel time、The complicated procedures and parents’ concerns about its safety have become the most worrying issues for consumers when making travel decisions，So marketing is difficult。

3. Unreasonable product time allocation

my country’s parent-child tourism products have not yet formed a regular product sales，Still in the seasonal product stage，Most parent-child travel products are only launched during the winter and summer vacations and Children’s Day。With the evolution of the trend of decentralized travel time，It is imperative that parent-child travel becomes a regular product of travel agencies。

4. Unbalanced product content design

From the perspective of foreign parent-child travel product design，During travel，Parents and children have their own different activity arrangements，Do not interfere with each other，Enjoy yourself，At the same time, the tourism of the two is integrated through some joint participatory projects。Essentially，Parent-child travel should meet the travel needs of both parents and children，But looking at the existing parent-child travel products in our country，From travel route planning to activity project development, almost everything revolves around children's play needs，Ignore parents’ travel needs，Lack of travel activities for parents，Parents mostly play the role of accompanying and caring in parent-child travel activities，This situation has caused some parents to be less enthusiastic about participating in parent-child travel，Because for them，Parent-child travel does not achieve the purpose of relaxing the body and mind and relieving stress。

5. Tourism supporting facilities are relatively lagging behind

Parent-child travel is usually based on the member structure of two 188bet app download adults and one child or one large and one child，The requirements for supporting service facilities are also different from other forms of tourism。For example，In terms of accommodation arrangements，Standard double rooms that accommodate traditional travel groups are often difficult to meet the accommodation needs of parent-child travelers；While dining，There are fewer children’s dining chairs in the restaurant where the team dines，No special children's tableware is provided，The taste of the dishes does not meet the children’s dining habits, etc.。Also，Lack of basic maternal and child facilities on the tour bus，Not equipped with on-board bathroom, etc.，It also brings a lot of inconvenience to parent-child tourists。Questions like this，Seriously affecting tourists’ travel experience。

5. Judgment of domestic parent-child travel market trends

1. A huge tourism consumer class is gradually forming for parent-child travel

With the continuous improvement of people’s living standards，Traveling during summer vacation has become an important way for parents and children to have fun together。As the saying goes, “It is better to travel thousands of miles than to read thousands of books”，Many families are willing to spend money on their children，Take your children to travel and see the world。Also，Main consumer groups of mobile Internet 80、Post-90s are also slowly entering the parent class，There are tens of millions of such people in the city，A huge tourism consumer class has formed，Promoted the development of the parent-child travel market。

2. Diversified development of user needs and deepening market segmentation

User demand for parent-child travel products will diversify、Development in the direction of specialization。Parent-child product design will start from the convenience of parents、Children’s preference、Content adaptability、Consider education experience and other multi-dimensional perspectives，Further processing of existing parent-child products，Increase diversity、Refined，Meet various needs of users。

3. Various operating models are presented, and online forces the industry chain to upgrade

The online travel market is expanding rapidly，Mature users no longer believe in authority or a single model。Large comprehensive OTA、Professional customization platform、Parent-child travel community、Content Platform、Mobile-based parent-child websites and other parent-child service providers gather users online，Collect user behavior characteristics，Reversely promote the transformation and upgrading of the offline industry chain，Form online and offline integration，Create a closed-loop experience。

4、The market is working towards both ends of the product，Present a bipolar diversified development trend

Online parent-child travel has attracted the attention of various types of travel service providers，Travel products are becoming more diverse，Existing peripheral travel products，Also includes outbound travel products，Product coverage dimensions and scope are developing into diversification，Product coverage dimensions and scope are developing into diversification。

5、O2O multi-dimensional interactive model will become the future development trend of online parent-child travel

The initial stage of O2O development is a pure online purchase and offline consumption model。The emergence of price comparison platforms and other platform-based e-commerce，Realized O2O sales of products on dual platforms or even multi-platform models。Future O2O development trend，The market flow direction from online to offline will still exist，The multi-dimensional interactive model from offline to online will also become an important O2O model in the market，Guiding market diversification and rapid development。

6. The integration of different industries and the gradual formation of a parent-child consumption ecosystem

As the user group of family-based parent-child travel continues to grow，Cross-border cooperation in different fields related to parent-child themes，Accelerated integration of advantageous resources，Training and Education、Study abroad and visit relatives、Local life、Different areas such as social services have begun to enter the 188bet app download parent-child travel market，The parent-child consumption ecosystem is gradually forming。

＊Part of the data in this article refers to iResearch、Analysys International、Tuniu、Ctrip、Tongcheng、Mama Donkey、Research report on parent-child travel such as Mango.com，Global Travel News、Zhihui Travel、Reported by Yiou.com and other media，and Green Vision、Research papers such as Tourism Research Quarterly，In no particular order，Cannot list them all，Thanks here as well。The pictures in this article are from the panoramic gallery。

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