VisualGPS Creative Trends Culture Traveling as a Single Mom: A Journey of Connection and Discovery

Travel has always been a way for families to connect, but for single mothers, it takes on an even deeper meaning. It becomes an opportunity to strengthen the bond with their children, navigate new realities together, and create shared memories that serve as pillars of resilience and love.

In Brazil, single‑mother households are a significant part of the social fabric. According to a FGV study, nearly 11 million families in the country are headed by single mothers.¹ Despite this reality, mainstream travel visuals often fail to reflect their experiences, instead prioritizing aspirational imagery that feels detached from everyday realities.

Our own VisualGPS survey shows that 96% of Brazilians believe that travel is a great way to connect with family and friends. When asked about their next vacation, more than half said they would travel with kids or grandkids. This suggests that family travel is deeply rooted in the cultural fabric, making it an experience that goes beyond leisure—it’s a form of emotional investment.

Yet, despite this strong sentiment, only 1% of the most popular travel visuals depict family vacations—when it comes to family vacations with mothers, that percentage drops to 0.2%. Brands, when thinking about travel, are twice as likely to choose visuals of work trips over family travel. And when they do focus on travel, they often select highly polished, professional imagery rather than visuals that reflect genuine human experiences.

With this background in mind, we partnered with creator Rodrigo Parobé to produce a shoot that authentically captures the experience of a single mother traveling with her children. The story follows their train journey to a historic city, highlighting not just the destination but the entire experience—anticipation on the train, the wonder of stepping into a place rich in history, the joy of tasting local food, and the comfort of unwinding in a hotel after a day of exploration.

For single mothers, these visuals are especially significant. Images that show them confidently traveling with their children, exploring new cultures, and overcoming travel challenges send a powerful message: Travel is possible and rewarding, even without a traditional two‑parent structure. These visuals should celebrate their resilience, independence, and ability to create meaningful travel experiences with their children.

As the travel industry evolves, there is an opportunity to redefine how we portray family travel. Instead of highlighting just the "Instagrammable" moments, brands should embrace the entire journey—the real, the raw, and the meaningful. By doing so, they won’t just be marketing destinations; they’ll be inspiring connection. And in a world that is increasingly digital and fast‑paced, that might just be the most valuable travel experience of all.

Sources
[1] FGV IBRE