News & insights

Family Comforts

Exploring the short break customer journey

Traditional families, focused on time with their kids

Family Comforts have one goal in mind for their short break: quality time together. Although they don’t have the largest budget, they have a great time going back to the same beach and staying with friends or on a campsite.

Since they know what they’re looking for, they find booking transport and accommodation straightforward. They think activities are important and enjoy looking for them. Not particularly digitally-minded, they tend not to download apps from brands or spend a lot of time on social media.

Illustration of Family Comforts, one segments of short break customer journey

The 4 other types of short break travelers

→ Wanderlusters
→ Ready to splurge
→ Home lovers
→ Mature couples



→ Digital transformation of the short break travel market
→ Short break preferences in France and the UK
→ A typical short break customer journey in the UK & France
→ Is the travel market consolidating or fragmenting?
→ A segmentation for the short break market