creating a better family travel product
Post on 07-Dec-2014
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Making a Better Family Travel Product
Why Is Improving The Family Travel Product Important?
Family Travel accounts for well over 100 million trips a year and is one of the fastest growing segments in the leisure travel market. (Source: TMS Family Travel Conference)
Online consumers are projected to spend $46 billion annually on hotels and leisure by 2016. (Source: ETC New
Media Trend Watch)
Family Travel accounts for 33% of the $150 billion online travel market in the U.S. (Source: PhoCus Wright, emarketer,
MMGY Global)
What Is Family Travel?
Family Travel definition is broader than just parents and kids.
Generational Travel is a growing market, includes grandparents.
40% of all active leisure travelers have taken at least one multigenerational trip during the previous 12 months.
Means? Needs of the Family have changed.
Common Thread of Top Family Friendly Hotels
Trip Advisor’s Top 25 Family Hotels are rated by users.
Illustrates what families are looking for:
Kids’ Club, Childcare, Considerations for Infants
Themed Activity Program For Kids (game room, pools)
Large rooms / Apartment-style rooms
Activities for Adults
All-inclusive component
A Few Hotel Brands That Get It
(Who also can make room for improvement)
Kimpton Hotels
Monaco Hotels understand family needs.
It’s the little things that count (cribs, playpens, high chairs, child safety kits).
Family-centric Packages and Promotions (e.g. kids’ hour, wine hour, late checkout, goldfish).
Omni Hotels
Omni Kids Program (Explorers’ backpack, nice “welcome” gift).
Special touch of milk and cookies at night.
Consistent service across brand.
Large suites and rooms.
Palladium Hotels & Resorts
ResortsLicensed a children’s TV character as new face of kids’ programming.
Kids’ club for all ages.
Outdoor play area.
Employees dedicated to making kids smile, dedication shows.
Major spa facility for adult getaway.
Separate entertainment for both adult and children.
Club Med Sandpiper Bay
Comprehensive List of Activities for Both Adults and Kids
All-Inclusive component creates hassle-free environment
Kids Club, Infant Care & Entertainment
Pre-order Travel essentials - delivered to room
Bottle warmer, 24-hour convenience room with baby food
Lessons To Be Learned From Cruise Ships
Solutions
Ensure needs of every age group within family are met.
Continue to Innovate and address changing market needs.
Product-test with family travel experts in the field such as writers, bloggers, mom panels.
Understand your customers’ needs. Families traveling stateside have different expectations than families traveling abroad.
Offer products that create varied memorable experiences.
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