FTFc Report: Family Hotels Learn To Monetize The Family Market

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The Family Travel Forum Consulting Report examines what hotels and resorts are doing to attract the family vacations market with creativity and revenue-generating, kid-pleasing amenities.

Kids Suite at Bali Dynasty Resort, Kuta Beach, Bali, Indonesia

Five years after its first in-depth study of the family vacations market, the 'Family Travel Forum’ FTFc consulting division has examined the trend of forward-thinking, family-friendly hotels catering to the needs of children.

In its special report, Family Hotels Learn To Monetize The Family Market, FTFc discovered that after several challenging years for the hospitality industry, just-for-kids amenities are more popular than ever with family vacationers and, despite a dismal economy, continue to expand in variety and scope.

The almost two-fold increase in the number of U.S. adult travelers who took one or more trips with children in the last decade has led the management of family hotels to reach beyond parents to target their youngest audience directly, in recognition of the universal truth: If the kids aren’t happy, no one’s happy.

FTFc uncovers family hotels throughout the U.S., Canada, and around the world which have increased their investment in family amenities such as children’s programs and welcome gifts, in addition to kid-themed family suites. The trend is even more apparent at upscale and luxury hotels, where hoteliers have been able to charge for at least some of their kid-pleasing amenities, unlike the widescreen TVs and in-room coffeemakers that guests have come to expect.

Some of the key findings in FTF's Family Hotels Report on the 2009 family vacation:

  • Family resorts and luxury hotels are up-selling parents and grandparents on spacious, decorated family suites vs. decorated double rooms
  • Family resorts and luxury hotels are offering children more and better fee-based services, such as spa treatments and cooking classes, once reserved for adults
  • Family resorts and luxury hotels are offering family-focused guidebooks to promote commission-generating tours and attractions in their area
  • Some family resorts and luxury hotels are now promoting local culture because many families prefer, and will pay for, a more authentic travel experience

In summary, because the trend of reaching out to a younger audience has proven a success, hoteliers are becoming more sophisticated in their family and kids' offerings, and in their ability to charge for them at hotels and resorts.

About Family Travel Forum (FTF)
Family Travel Forum's vacation websites – http://www.familytravelforum.com and http://www.travelBIGO.com – feature a wealth of expert and community written destination research, including first-hand reviews of tropical and ski resorts, cruises, reunion ideas, vacation packages, health, safety tips and more. Winner of the 2009 Magellan Award, Family Travel Forum offers families custom trip-planning advice and exclusive vacation discounts, licenses best-of-breed content to other websites, and through its FTFc division, consults to the trade on marketing to families.

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Kyle McCarthy
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