Bonding

Visiting family and friends remains a top travel motivator, whether the destination is down the street or on the other side of the planet. Anticipated trips for family occasions such as weddings, reunions, graduations, and the like are planned in advance with a set itinerary upon arrival. For friends, annual get-togethers are increasing popular as girlfriends’ getaways led to men asking why couldn’t they plan time away with their buddies.

Increasingly, travelers who bond are pooling their resources to stay in luxury vacation rentals they could not afford if traveling in smaller groups. And these trips are also most often micro-trips, 3-day getaways packed with activities to keep everyone busy before family/bestie drama ensues.

Also consider work components in bonding travel: professional conferences and trade shows bring together like-minded individuals who otherwise would not spend quality time together away from the office.

Targeting Factors

Intent Layers

All Inclusive
Families
Friends

Intergenerational trips are baked in. They are going to happen anyway, so best make a plan to get the most out of it.

Many people who are traveling with the intent to bond seek out destinations for girlfriends’ getaways and brocations.

Channels

Search
Word of Mouth
Billboards
Display
Influencers

Brands

Airbnb
Stay One Degree
The Oprah Magazine
O
ESPN
Bass Pro Shops
Marriott
Dick's Sporting Goods

Motivations

Bonding
Dining

Challenges

Although some people meet up with family and friends in a new destination, most of the time, people visit their loved ones in the cities they live in. This poses a challenge because the traveler doesn’t have a say in where they’re visiting; it just depends on where their friends and family live.

Channels

Search
Word of Mouth
Billboards
Display
Influencers

Brands

Airbnb
Stay One Degree
The Oprah Magazine
O
ESPN
Bass Pro Shops
Marriott
Dick's Sporting Goods

Motivations

Bonding
Dining

Motivations

Although some people meet up with family and friends in a new destination, most of the time, people visit their loved ones in the cities they live in. This poses a challenge because the traveler doesn’t have a say in where they’re visiting; it just depends on where their friends and family live.

Channels

Search
Word of Mouth
Billboards
Display
Influencers

Brands

Airbnb
Stay One Degree
The Oprah Magazine
O
ESPN
Bass Pro Shops
Marriott
Dick's Sporting Goods

Motivations

Bonding
Dining

Motivations

Although some people meet up with family and friends in a new destination, most of the time, people visit their loved ones in the cities they live in. This poses a challenge because the traveler doesn’t have a say in where they’re visiting; it just depends on where their friends and family live.