From Pet-Friendly to Pet-First: A New Era of ‘Hospetality’

In your recent travels, have you noticed more pets at the airport, in the train station, and in hotel hallways? If so, you’re not alone. 

19.5 million Americans travel with their pets each year either domestically (81.6%) or internationally (42.8%). And more and more, pets are coming along as our chosen travel companions. Hilton reports that 58% of people would actually prefer to travel with their pet over a friend or (human) family member. 

Perhaps you can relate. I know I can. My wife and I take our dogs on the road with us whenever possible. In fact, when our golden retriever Fozzie passed away in February, part of his obituary read, “He was a true road warrior who visited family and friends for adventures in Naples, Atlanta, Savannah, Richmond, Virginia Beach, Chapel Hill, Durham, Fenwick Island, Wilmington, Sodus Point, and more.” 

His travels were an important part of his life story - and ours. 

At Partners + Napier, we’re always looking for the next audience to define (or redefine) a category. Our new report 'Hidden in Plain Sight: Getting Travel Brands Out of the Dog House' sheds light on a growing cohort of travellers we call the 'Pet Setters' - people who give 'family vacation' a whole new meaning, with their furry family members taking a front-row seat to the fun. 

While many hotels and airlines have had pet-friendly policies for years now, our research shows that pet-friendliness is no longer enough. It’s time to think pet-first. 

It’s about making memories, not saving money.

Vacations are no longer about sharing experiences only with the people in our lives; now we  strive to make new memories with the animals in our lives, too.

In our proprietary survey, 'Making new memories together' was the number-one motivator Pet Setters cited when asked why they travel with their pets. 32% of Pet Setters said they bring their pets because they want to get them out of their normal routines. 21% said bringing their pets along helps them see their destination in a whole new way.

What’s more: by phoning in their pet accommodations, travel brands are leaving serious money on the table. 60% of Pet Setters said they’d be willing to spend an additional $250 to $750 per trip to make it more enjoyable for their pet.

Travel brands can help Pet Setters make special memories with their pets by offering unexpected touches that make pets feel not like add-ons but family members. Think: welcome messages with their name; customised treats on arrival; a toy souvenir to bring home (nearly 7 in 10 pet owners buy their pets souvenirs when they travel). 

Going beyond the bare minimum.

Moving from pet-friendly to pet-first is about thinking of pets as guests, not just a piece of luggage that people pay to store under their seat or in their room. Unlike humans, pets (probably) don’t crave amenities like minibars and saltwater swimming pools. Still, prioritizing comfort, cleanliness, safety, and clear policies will go a long way.

61% of Pet Setters say that while many travel brands say they’re pet-friendly, their actions don’t back it up. 

Pet Setters report particular dissatisfaction with:

• Limited pet relief areas (36%)
• Unkempt pet areas (35%)
• Vague pet policies (34%)

Traveling has never just been about the destination - it’s about the excitement and anticipation of planning, really enjoying the moment when you’re there, and making memories that will last long after you return. Adding pets to this equation means more opportunities to elevate the whole experience - whether pre-trip (messaging and recos), in-trip (perks, amenities, merch), or post-trip (curating and sharing photos and memories).

Brands who put pets first and help Pet Setters make the most of every experience with their furry family members will win the day. Those who continue to treat our animals as afterthoughts will get left in the doghouse.