Parent-child travel refers to the trip that parents or relatives and children participate in, with a combination of families “2 big 1 small”, “2 big 2 small” and “4 big 1 small”, aiming to build a good parent-child interaction relationship and implement the “tourist walk baby” activity with an educational plan. Since the rise of study tours in 1998 and the popularity of the parent-child variety show “Where’s Daddy Going” in 2013, the market has become increasingly concerned about parent-child travel, and tourism companies have entered the parent-child travel market. High-quality parent-child travel destinations and products boom up. Traveling with children has become a new trend for young parents to travel and play, and the domestic parent-child travel market has started to rise.
In the survey report of the World Children’s Industry Research Center, 80% of the households spend 30%-50% incoming on children. parent-child travel has led to changes in “clothing, food, housing, housing and shopping”, which has inestimable radiation. Compared with the previous generation, the consumption concept of “post-80s” and “post-90s” is more casual, and the concept of parenting is more refined, with higher requirements for the quality of tourism products and services, and stronger willingness to consume. According to a survey conducted by iResearch, from July 2017 to September 2018, the Baidu index of the “parent-child travel” topic increased every month from the same period last year. Parent-child travel in the wrong peak will become the norm, travel time will become more and more dispersed, and the future will show a mature and stable growth trend. The “80s” and “90s” consumers’ needs for hotels have been upgraded from the initial satisfaction of basic physiological needs to hoping that the hotel can provide some additional services, such as IP-implanted parent-child rooms, parent-child theme activities, and indoor parent-child in the hotels’ Water park and so on.
There are more and more three generations of combined tourism, which is to accompany parents and take their children to travel. Parents usually go on a trip on weekends or statutory holidays in first- and second-tier cities. Short-term parent-child trips conclude weekend trips and peripheral trips. The time is 1-2 days, and the specific scenes are indoor theme parks, theme parks, zoos, botanical gardens, museums, etc.
For parents of “safety first, health first”, any factor of “smog, high temperature, rain or snow” will cancel the outdoor play plan. Shopping malls with small and medium-sized indoor parks as the main scene are constantly emerging. More and more shopping malls have higher floors with areas where children’s retail and experience formats are concentrated. According to research data from the Humber Business Research Institute, the proportion of children’s formats in shopping malls was around 5% in 2011 and rose to 15% by 2015. In recent years, the growth rate of children’s formats is still accelerating.
In the shopping mall children’s consumer business brand list, the highest proportions are indoor playgrounds, children’s retail, and children’s early education. There are more than a dozen child segments in a single mall. Around the consumer group, there are children’s theme parks, baby swimming, parent-child restaurants, toddler talents, indoor zoos, picture book workshops, art fairs, and children. Photography and toy stores, among them, children’s STEM, children’s English training, sports adventure, dance art interest classes, programming courses, similar content of children’s indoor paradise, clothing and toy retail stores, and early education training centers will repeat.