NEW research claims that Australians would rather travel with their family over friends when on holiday.
The study by Emirates airline* found that 60.5% would pick family over friends but also revealed that while relatives are the preferred trip companions, it's been a while since many have packed their bags and headed away with them.
For more than a quarter of Australians (28.3%) it has been more than five years since their last family holiday, and for almost one-fifth (18.6%) of respondents, it's been over 10 years since the last getaway with their relatives.
The research from Emirates also finds that the desire to spend time together on a family holiday remains the same for both younger and older generations. Of those respondents aged 34 years old and younger, 72.9% said they would like to go on holiday with their parents. Similarly, for parents aged 50 years and older, 70.93% said they would like to go on a holiday with their children.
For many, taking the trip is a challenge, with almost 40% of respondents claiming that coordinating diaries and finding time for the family to take leave at the same time is a barrier, while almost two-thirds (63.4%) claim money is an issue.
In almost half of all family holidays, the mother was responsible for instigating the trip (43.6%).
"Although it may have been a number of years since their last family holiday, it's heartening to see that the family holiday tradition is still valued by Australians, with mums continuing to play a key role in bringing the family together for these special trips. Regardless of age, the research shows that there is still a strong appetite from children, even when entering their adult years, and parents and grandparents alike to travel together as a family," said Barry Brown, Emirates' Divisional Vice President for Australasia.
The research come as Emirates launches the 'Take Me There' campaign in the lead up to this Mother's Day, aimed at inspiring Australians to consider their next holiday with family.
The campaign invites Australians to reminisce about their favourite holiday moments and ask their loved ones to 'Take Me There' by sharing a photo of a previous family trip for the chance to win four flights to any one of Emirates' 140 international destinations to create new family holiday memories.
In addition, the research also found that the majority of respondents had travelled overseas with their family members (57.7%). Some of the primary reasons people went away with their families were to visit other friends and family (45.8% of respondents) and spend quality time with their family (43.6% of respondents).
"Many of our Australian passengers travel with their families to visit relatives and friends overseas and we're pleased to help connect families all over the world through our extensive network of over 150 destinations across 80 countries and territories.
"We look forward to seeing people's favourite holiday photos and encourage all Australians to get on board for the chance to go on their next incredible vacation with their loved ones to one of our international destinations. For one lucky winner, we hope it will be the ultimate Mother's Day surprise," concluded Mr Brown.
The 'Take Me There' competition runs until Tuesday 26 April 2016, with the winner being announced on Mother's Day, Sunday 8 May 2016. To enter the competition and for further details and terms and conditions, visit the Emirates Facebook page or www.iconosquare.com/contests/takemethere.
People can also enter on Instagram or Twitter by uploading their favourite family holiday photo and writing in their photo caption which Emirates international destination they would like to visit including the hashtag #takemethere and @emirates.
For more information about Emirates and its global network of over 140 international destinations, including how to book flights, visit www.emirates.com/au, contact your local travel agent or call Emirates on 1300 303 777.