Families represent a public of consumers in and of its own for hotels, and if the equipment available for children allows properties to welcome them, their development does not appear to be a priority. Thanks to an infography, Hospitality ON illustrates this attractive niche segment.
Needs that are different and constantly changing
What makes up a family has changed over time. Children have a big impact on consumer choices, especially when it comes to vacations. As buying power grows with age, they can become the influencers in the family.
Focusing on families in general can mean missing the target. Today there is no longer just one, but several categories of families: single parent, recomposed, community… And grandparents are also finding their way back into the the center of concerns. To satisfy these needs, hotel groups must offer personalized services and flexible pricing.
Adapted accommodations and personalized services
Families are once again becoming a target for a growing number of tourism professionals. This is particularly true in the United States where some hotel chains are focusing their attention on family tourism. In Europe, hotels are overflowing with equipment for business travelers, adult tourists and couples. Families, on the other hand, do not receive enough attention.
Installations for families are most often leisure spaces, family rooms and spaces big and little people alike. Generally speaking, accommodations and breakfasts are usually offered to children under 12. Except for Comfort Inn (Choice Hotels) which allows adolescents (under 18) to stay for free with their parents.
Henceforth, new equipment and installations will address all individuals within the family cluster. Newborns and babies are under full consideration in the hotel industry. Marriott, with its Tots Travels Too program, offers a folding cot, a comforter, a bath toy, a nightlight, shampoo and baby lotion to help parents relax and enjoy their stay. At Best Western, pets are considered family members in their own right. What is important is to show parents and children that their family is welcome by offering them special attention.
Once there, some details can really make the difference: by offering to facilitate transportation (Wyndham Hotels), offering...
This content is for subscribers only. You have 80% left to discover.
Every week, Hospitality ON Team brings you an expert look at the world of hospitality.
By becoming a member, you will have access to a complete ecosystem: exclusive content, jobs, etc.
BECOME A MEMBERAlready a member ? Login
