The needs of the segment of families with children as an important factor for adapting the tour operators´ offer

Abstract

Families with children belong to an important segment of participants in both domestic and outbound tourism. Families with children are thus also an important segment for tour operators. Based on a questionnaire survey, the paper aimed to identify the needs of Czech families with children, factors, and preferences that influence their choice of a holiday abroad. The questionnaire survey results showed which needs the tour operators should consider when preparing an offer for this segment. Based on the evaluation of the answers in questionnaire, it was found that the most important factors in choosing a holiday for families with children are: the location of the accommodation facility, the safety of the destination and the price of the package tour. Most often, this segment selects package tours from the regular catalogue offer, as it has more choices, and buys them directly at stone branches, as there is an opportunity to get advice from sellers as competent persons. The most popular destinations are Greece, Spain and Italy, where families with children most often go on eight-day package tours. Families with children also generally prefer four-star all-inclusive hotels and prefer air travel.