Blog

What if children finally became the VIPs of luxury hotels?

In the world of high-end hotels, every detail is carefully thought out to delight a discerning adult clientele: sophisticated suites, menus designed by Michelin-starred chefs, renowned spas, even tailor-made services for pets. But in the midst of all this attention to refinement, an important audience is often relegated to the background: children.

While establishments vie with each other in imagination to seduce the older ones, the youngest are still too often offered a simple drawing to color and a cookie. What if we offered something different? What if children, too, became the guests of exception?

Families, a growth driver for the years ahead

Family tourism is no longer a marginal segment: it now accounts for 30% of global tourism. In 2022, 40% of hotel bookings in Europe were motivated by "family-friendly" criteria, a significant increase. Better still, 84% of families say they prefer hotels to other types of accommodation, particularly for urban stays.

The figures speak for themselves: a hotel offering family-friendly services can expect a 12% rise in overall sales and a 10% increase in occupancy during peak periods. Families book longer, occupy more rooms, consume more and are willing to invest in themed experiences.

Different generations

According to consulting firm Wanderland London, young travelers now play a key role in family travel decisions. The Alpha generation (0-12 years), although still very young, is already heavily involved: 80% of families discuss travel plans with their children, and 43% acknowledge that their children directly influence the choice of destination. Curious, enthusiastic and committed, these children enjoy taking part in the planning, and their satisfaction has become an essential criterion.

For their part, Generation Z teenagers (aged 12 to 27), often overlooked by the tourism industry, exert a more discreet but just as decisive influence: 85% of parents say that their teens' well-being weighs in the balance. Very active on TikTok and Instagram, they are attracted by visual and shareable experiences. Taking them into account in tourism offers is a way of building long-term loyalty.

Les familles peuvent dépenser jusqu’à 6 fois plus que les voyageurs solos. En plus des chambres, elles consomment davantage de services, de restauration, d’activités. Les packages familiaux affichent des marges de 20 à 40 %, tandis que les services annexes peuvent représenter jusqu’à 30 % du chiffre d’affaires global d’un hôtel. Il est donc temps de repenser l’accueil des jeunes clients non pas comme un “bonus”, mais comme une stratégie de rentabilité.

Une opportunité économique

Drawing inspiration from the children's industry: a model to follow

The toy, video game and entertainment sectors - the "Kids Industries" - are worth 850 billion dollars. Their success is based on powerful levers that the hotel industry could benefit from integrating:

Gamification: Integrating game elements into children's itineraries (treasure maps, collectable badges) boosts engagement by 47%.

Value of play: A mini-figurine, a collectible game or an original activity can turn a moment of waiting into a precious memory.

Popular licenses and storytelling: Creating experiences around well-known characters (like the Minions at the Four Seasons Philadelphia) delights young and old alike. Read more on the subject of licenses.

Vacation mentality: On vacation, parents are willing to spend to make the experience seamless, fun and memorable.

Turning young customers into ambassadors

Welcoming children should not be improvised, but designed as an immersive, rewarding and differentiating experience. Here's how we support hotels in this transformation:

🎈 Essential equipment: high chairs, changing tables, booster seats, all designed for family comfort in your restaurants and common areas.

🎨 Tailor-made play kits: designed to reflect the image of your establishment, based on themes, stories, or exclusive games.

🧸 Goodies & personalized plush toys: memorable objects, created with our partner brands Kids Création & Peluche Création, to leave a lasting emotional trace.

🌟 Themed experiences: mini events, immersive decorations, creative children's menus... without heavy investment.

Rethinking hospitality as a playground

Offering a top-of-the-range welcome to children doesn't mean turning your hotel into an amusement park - it means adding value to every detail! When children are happy, parents are too. It's a simple equation that leads to measurable profitability.

Ready to redefine the family experience in your establishment?
Make Welcome Family your strategic partner and discover how our tailor-made solutions can make all the difference.