Look out next time you’re on holiday – the yummy mummy with her brood in tow might actually be the children’s aunty.
The trend of PANKs – professional aunts with no kids – who take their siblings’ children or those of close family friends on holidays has been growing in the United States, and is on its way to Britain, says says the World Travel Market Global Trends report, released today.
The term was first coined earlier this year by US website Savvy Auntie, which claims there are 23million PANKs in the US who spend a whopping US9bn on other people’s children taking them on lavish holidays. Celebrity PANKs include Jennifer Aniston, who dotes on her god daughter, best pal Courtney Cox’s daughter Coco.
“PANKs want to have meaningful experiences with the children in their lives and develop strong bonds with them, which makes travel ideal for them,” says Melanie Notkin of Savvy Auntie.
And some travel companies, such as Royal Caribbean and Intrepid Travel, are already tapping into the rich market. ‘We think the PANK market has huge potential for growth,’ says Intrepid’s Jared Alster, while Royal Caribbean has stopped calling women with children “mom” in their advertising in an effort to appeal to PANKs in the US.
British aunties are also jumping on the trend. “I love to travel and what better than to be able to share my passion with the next generation?” says 49-year-old PANK Petra Shepherd from London.
The TV executive recently took her nieces, Imogen, 13, and Olivia, 11, to Chicago for a holiday.
“Having never married or had children, I obviously have some disposable income and am able to provide treats and, perhaps, a lack of discipline,” she says. “It’s fun playing the ‘naughty’ auntie role.”
Senior director of World Travel Market, in London this week, Simon Press said: “We’ve seen how the Pink Pound has grown in the travel market, we are about to see the growth of the Pank Pound.”
