Exclusive Feature: The Market: The family travel market is booming; In fact it’s the fastest growing niche in the leisure market and with over 115 million holidays a year involving kids it’s also one that cannot be ignored by the hotel industry.
But today’s Parents are spoiled for choice by an overwhelming abundance of child friendly hotels and resorts with animation teams to take care of the kids.
So how do they make up their minds where to stay?
A major factor in their decision as to where they stay can be determined by their perception of the quality of the Kids Club within the hotel.
The standards that they demand are high. The Kids Clubs must be safe, entertaining, stimulating and also recognize the wishes of the modern parent. With worldwide obesity figures amongst children on the rise, the food provided must be healthy, nutritious and yet appealing to kids.
Parents want to pick up energy spent happy contented kids who have had the time of their lives.
The new breed
The new breed of Kids Clubs have recognised that a lick of bright paint and some toys and cushions will no longer cut the mustard. They combine cool design with a well thought- out pedagogical philosophy and play based learning programs1 to make sure that they are not just a place of fun and entertainment, but are an intelligent, healthy and stimulating environment where children can get the exercise and mental stimulation they need to trigger successful growth.
Sandcastle Kids Club Westin Resort Costa Navarino
When it comes to the activities organised by the Kids Clubs, traditional arts and crafts are no longer enough to satisfy the new generation of eager learning kids.
Hotels are implementing highly creative and educational programs2, from The Waldorf Astoria’s Gladiator training in Rome, to The Ritz Carlton’s Ocean Futures Society, designed by Jean-Michel Cousteau to create awareness amongst children for environmental issues.
The 3 elements of the Kids club
The Kids Clubs of the future are stylishly designed, with careful planning going into lighting, climate control and air quality. They are a perfect balance between fun and education.
By focussing on 3 key elements, exercise, innovation and healthy eating, they not only make a child fitter and smarter but by stimulating both the body and brain actually make them happier.3
Happy children make for happy families and create a better customer experience all round that can dramatically increase the % of return customers in the travelling family segment.
When combined with an effective strategy for family rooms and child friendly dining schemes , the Kids Club can become a powerful tool to help hotels win ground in the ever growing travelling family market.
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About the Author:
Carl Mills is head of marketing at Stoerrr Concepts & Design for kids, A Dutch Design company for the next generation that develops advanced kids solutions for the leisure Industry, such as Kids Clubs and Family Room entertainment for hotels.
Studio Stoerrr is a design studio with many years of experience in concept & design development. The company started their innovations for kids by using a combination of skill, knowledge and the amazing learning curve of kids themselves.
Stoerrr is proud Partner of Mocinno International, the Hospitality Management company www.mocinno.com