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Making a Better Family Travel Product

Creating a Better Family Travel Product

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Presented at New York Travel Fest - April 26, 2014

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Page 1: Creating a Better Family Travel Product

Making a Better Family Travel Product

Page 2: Creating 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)

Page 3: Creating a Better Family Travel Product

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.

Page 4: Creating a Better Family Travel Product

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

Page 5: Creating a Better Family Travel Product

A Few Hotel Brands That Get It

(Who also can make room for improvement)

Page 6: Creating a Better Family Travel Product

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).

Page 7: Creating a Better Family Travel Product

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.

Page 8: Creating a Better Family Travel Product

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.

Page 9: Creating a Better Family Travel Product

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

Page 10: Creating a Better Family Travel Product

Lessons To Be Learned From Cruise Ships

Page 11: Creating a Better Family Travel Product

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.