The idea of family is evolving. Across developed nations, birth rates are declining, people are marrying later, and pets are stepping into roles that once belonged to children or partners. What was once a simple question of pet ownership has become something deeper. For a growing number of people, a dog or cat is not just a companion but a genuine family member, an emotional anchor, and now, a travel partner.

A new kind of household

Young people are increasingly opting out of traditional parenthood, finding companionship and emotional fulfillment in pets instead. Research from the University of Veterinary Medicine, Vienna, has found that pets view their owners as family, and that bond cuts both ways. According to the SPCA in Hong Kong, studies show that owning a dog or cat can significantly reduce stress, anxiety, and loneliness, offering the kind of unconditional support that fosters a deep sense of belonging.

The financial reality plays a role too. A 2024 report by One Degree, cited by the SPCA, found that raising a child in Hong Kong can cost around HK$6 million (US $770,000) over a lifetime, compared to an estimated HK$1.02 million (US $131,000) for a pet. But that does not mean pet owners are skimping. Cat owners in the city spend approximately HK$2,000 (US $256) a month on their animals, a figure that reflects how seriously people take the happiness and wellbeing of their “fur kids.”

Pet ownership in the United States has climbed steadily over the past three decades. As of 2024, 66% of American households, or 86.9 million homes, own a pet, up from 56% in 1988, according to Forbes. Dogs remain the most popular choice, with 65.1 million households owning one, followed by cats at 46.5 million and freshwater fish at 11.1 million. Millennials now make up the largest share of pet owners at 33%, ahead of Gen X at 25% and baby boomers at 24%. 

Forbes also reports that Americans spent $136.8 billion on their pets in 2022, an 11% jump from the year before. And here is the telling number: 97% of pet owners say they consider their pets part of the family, with 51% saying their pet is as much a family member as any human.

The trend is global. A Mars study published in October 2024 found that 56% of people worldwide now own a pet, with nearly half identifying as first-time owners. This points to a new generation whose relationship with animals may differ from those who came before. Based on Amadeus’ 2026 Travel Trends report, Bloomberg projects the global pet industry will grow 45% by 2030, reaching a $500 billion valuation.

Pets hit the road…and skies.

With pets playing bigger roles at home, it was only a matter of time before they started showing up on vacation.

Research from Shape Insight, highlighted in Amadeus’ 2026 Travel Trends, found that 27% of pet owners who traveled with their animals in 2025 were doing so for the first time. But barriers remain. When asked why they left their pets behind, 42% said they worried travel would be too stressful for the animal. Another 21% said they did not believe accommodations were truly pet-friendly, and 20% cited restrictions on where pets could go at destinations.

Governments and travel operators are starting to address those concerns. As noted in Amadeus’ report, China Railway Express has piloted pet-friendly journeys on its busy Beijing-Shanghai route, laying the groundwork for a wider rollout. In Italy, new rules from the civil aviation authority now allow medium and large dogs in the passenger cabin. In the United Kingdom, the reimplementation of the pet passport has restored pre-Brexit travel freedoms for British pets and their owners, replacing the expensive single-use animal health certificate.

Private aviation is pushing boundaries too. Companies like BarkAir, K9, and RetrievAir launched regional and domestic pet-forward charter services in 2025. This year, SkyePets plans to take things further with long-haul transpacific in-cabin pet flights between Australia and the United States.

Hotels roll out the red carpet for VIPs

The hospitality industry is catching on, and some properties are going all in.

South Place Hotel in London has built its weekend strategy around being genuinely dog-friendly, and as Hospitality Net reported, the approach has taken weekend bookings with dogs from zero to three to five rooms. The hotel treats pets as VIPs, or Very Important Pets, welcoming them at check-in alongside their owners with personalized greeting cards and in-room amenities including plush beds and high-quality bowls. Dogs get their own menus featuring seasonal dishes and pup-friendly “martinis.” Repeat guests can even have dedicated room setups reserved exclusively for their pets. Staff are trained to interact calmly with animals, and the hotel’s Michelin-starred restaurant accommodates well-behaved pets on its terrace. Guests traveling with pets tend to spend more on dining, room service, and leisure experiences, and word-of-mouth referrals from satisfied pet owners have helped the strategy grow.

Other brands are following suit. As shown in Amadeus’ 2026 Travel Trends, Rome’s Fiumicino airport is home to the Dog Relais hotel, which has reimagined the traditional kennel with underfloor heating and aromatherapy treatments designed to ease separation anxiety for both pets and owners.

AKA Hotels launched its Canine Club loyalty program in April 2025, greeting returning pets with welcome notes, upgraded amenities, and curated guides to local walks, parks, and grooming spots.

What it means for the industry

The message for travel companies is hard to miss: Pets are no longer a logistical inconvenience or a niche request. They make up a growing customer segment with real spending power and loyalty potential

For pet owners, the shift means more options and fewer compromises when planning trips. For hotels, airlines, and rail operators, it means designing experiences that consider not just the guest but the animals those guests consider family.

The era of treating pets as accessories or afterthoughts is fading. What is emerging is a travel economy built around genuine care, one where the needs of our four-legged companions are given the same attention as our own.

The Pawprint Economy reflects how people live and love today, and the travel industry is finally keeping up.