If it feels like kids have more say in where families go on vacation these days… it’s because they do. A new wave of “kidfluence” is reshaping how families choose destinations, book trips, and decide which experiences are worth their time and money. And according to new research, this isn’t a trend—it’s a fundamental shift in how families make decisions.
A recent survey from the NYU School of Professional Studies shows that 92% of parents plan to travel with their children in 2026, the highest number since the pandemic. What’s even more interesting: kids ages 7 to 18 are now active co‑pilots in travel planning, discovering destinations on YouTube, TikTok, and social media long before parents start comparing prices.
Kids aren’t just along for the ride anymore—they’re helping navigate it.
Why Kidfluence Is Taking Off
This shift is being driven by a mix of digital savvy and smart parenting.
Today’s kids grow up immersed in online content. They see videos about theme parks, nature trips, hotel experiences, and even airport lounges before their parents start talking itineraries. At the same time, parents find that involving kids early makes the whole trip smoother. It boosts excitement, reduces resistance, and even helps kids adapt better when plans change.
The survey backs that up:
- 84% of parents say planning together has positive developmental benefits
- 61% say their kids are happier and more engaged during the trip
In short: families aren’t just choosing destinations—they’re building experiences together. And businesses have to understand both the buyer (the parent) and the influencer (the kid).
What This Means for Travel Destinations
Take Las Vegas as an example. Kidfluence doesn’t mean turning the Strip into a playground. It means understanding how families think about the full experience—from airport pickup to hotel checkout.
JJ Bell, VP and spokesperson for Presidential Limousine, sees the shift every day.
“Kids are asking how the trip will feel,” Bell says. “They want to know if it’s exciting, safe, and something they’ve seen online. When kids are excited, parents relax—and that makes the whole experience better.”
Transportation is now part of the story, not just a way to get from point A to B. And with 57% of parents planning multigenerational trips, comfort and reliability matter more than ever.
Kidfluence Doesn’t Stop at Travel
Kids are impacting all kinds of family decisions—from hotels and activities to dining and transportation.
Abigail Wright, a Senior Business Advisor at ChamberofCommerce.org, says businesses need to recognize this new dynamic:
“Kids used to be passengers. Now they’re decision-shapers,” she says. “Families still care about price—73% of them say affordability is their top barrier—but value is now defined by flexibility and emotional payoff, not just savings.”
And there’s another growing area businesses can’t overlook: inclusivity. Families with special‑needs children travel more often and spend more, yet they gave the hospitality industry a C‑minus for inclusiveness. Companies that offer sensory‑friendly options, trained staff, and accessible experiences aren’t just being thoughtful—they’re meeting real demand.
What Businesses Should Do Next
Kidfluence doesn’t mean brands should market directly to children. It means designing experiences that acknowledge their presence and influence.
Successful family‑focused businesses will:
- Use clear, visual communication parents can share with kids
- Offer flexibility that works for different ages and abilities
- Create experiences that feel exciting, safe, and emotionally rewarding
- Improve accessibility and inclusivity across the board
Families notice the difference—and they return when they feel seen.
The Bottom Line
Kidfluence isn’t about kids running the show. It’s about understanding how modern families make decisions together. Kids shape expectations. Parents make the purchase. And businesses that serve both sides of that equation earn something much more valuable than a one‑time booking:
More on this story from ChamberofCommerce.org