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 thematic rooms (IHG), training employees how to interaction with children, creating fun travel guides (AccorHotels) and even offering the perfect film night (Jin Jiang Hotels).
During school holidays scolaires, families can represent more than half of hotel guests. Some brands celebrate children with programs and clubs by offering sports, creative and multicultural activities for children.
As for promotional offers with multiple advantages and all-inclusive packages, they allow families to benefit from their vacation to the utmost without worries. These are sources of good value to facilitate higher occupancy rates during determined periods.
By creating an experience dedicated to children, without compromising the parental experience, properties are able to attract families. But operators and suppliers struggle to innovate with these offers that are now widespread at hotels. Is this not where the challenge, for tomorrow's innovations lies?
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