Hospitality: Creating For Kids

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Simon Ross
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In response, hotels are designing spaces and experiences to

1 Business & Strategy Kids hold considerable sway when it comes to making family travel decisions. In response, hotels are designing spaces and experiences to capture their imagination and loyalty Shangri-La Hotel Hospitality: Creating For Kids

Analysis Millennia l-p a r ented fa milies a nd their inter est in p erso n al i sed exp eri en ces an d i mmersi ve t ravel a r e r esha p ing how hotel b r a nd s think a b out their kid s offer

2 Analysis Millennia l-p a r ented fa milies a nd their inter est in p erso n al i sed exp eri en ces an d i mmersi ve t ravel a r e r esha p ing how hotel b r a nd s think a b out their kid s offer ing Ho t el g uest ro o ms a r e b eing d esig ned w ith a d v entur e a nd esca p ism in mind, fr om the outla nd ishly t h emat i c an d p l ayf ul, to sp a ces tha t ev oke the n o st al g i a o f summer camp s a nd the a d v entur e of sleep ing und er the sta r s K id s a r e en g ag ed i n t h e exp eri en ce eco n o my a s hotels r ecog nise the a d d ed v a lue in p r ov id ing enr iching cul t ural p ro g rammes w hich a r e intend ed to enha nce child r en' s und er sta nd ing of, a nd connection to, the w or ld Pr og r a mmes a r e d esig ned to encir cle the w hole fa mily, a s mul t i g en erat i o n al h o l i d ays continue to imp a ct the tr a v el ind ustr y Ther e is a lso a n emp ha sis on t ak i n g k i d s o f f - g ri d, sw itching off scr eens a nd r econnecting them w ith na tur e Four Seasons

Enriching Childhood Experiences Pr ov ing tha t a g e is not a b a r r ier w hen it comes to the exp er ience economy, hotels a r e cr ea ting child -centr ic lea r ning p r og r a mmes tha t a r e

Mandarin Oriental Iberostar Iberostar This summer, Hya tt intr od uced a p r og r a mme of loca tion-sp ecific exp er iences thr oug h its Ca mp Hya tt p r og r a mme.

Na tiv e Amer ica n w ea v ing a nd a d ob e b r ickma king in New Mexico.

3 Enriching Childhood Experiences Pr ov ing tha t a g e is not a b a r r ier w hen it comes to the exp er ience economy, hotels a r e cr ea ting child -centr ic lea r ning p r og r a mmes tha t a r e entr enched in loca lity a nd cr a ft. The ov er a ll a im is to help little ones b ecome r esp ectful g lob a l citizens. Mandarin Oriental Iberostar Iberostar This summer, Hya tt intr od uced a p r og r a mme of loca tion-sp ecific exp er iences thr oug h its Ca mp Hya tt p r og r a mme. The ca mp is a n elev a tion of the tr a d itiona l kid s' club, w her e ' ca mp er s' ca n ta ke p a r t in enr iching cr ea tiv e a ctiv ities, fr om yog a sessions a nd henna ta ttooing in Goa, to Na tiv e Amer ica n w ea v ing a nd a d ob e b r ickma king in New Mexico. Child r en sta ying a t S ha ng r i-l a Doha a r e immer sed in Ar a b ic cultur e, includ ing cla sses on Ar a b ia n ca llig r a p hy, b r ea d ma king a nd fa lconr y. At the Ma nd a r in Or ienta l Ma r r a kech, child r en ca n lea r n tr a d itiona l B er b er ca r p et w ea v ing. Ib er osta r ' s r esor ts ta ke a n ed uta inment a p p r oa ch to exp er iences. B a sed on the cor e p r incip le of g r ow ing thr oug h colla b or a tion, its new S ta r Ca mp a ctiv ities includ e science exp er iments, colla b or a tiv e a r t p r ojects, filmma king a nd jour na lism.

Connecting Through Nature Hotels a r e p la cing incr ea sing emp ha sis on ta king kid s off-g r id a nd r econnecting them w ith na tur e, w

Rosewood Hotels Six Senses S ensor ia l exp er iences a r e d esig ned to help connect kid s to na tur a l ing r ed ients, food a nd for a g

ke their ow n scents w ith ing r ed ients fr om the hotel g a r d en.

4 Connecting Through Nature Hotels a r e p la cing incr ea sing emp ha sis on ta king kid s off-g r id a nd r econnecting them w ith na tur e, w hile simulta neously tea ching them a b out the cultur e a nd tr a d ition of their loca tion. Rosewood Hotels Six Senses S ensor ia l exp er iences a r e d esig ned to help connect kid s to na tur a l ing r ed ients, food a nd for a g ing. At the R itz-ca r lton Ma nd a p a in B a li, child r en a r e intr od uced to B a linese tr a d itions such a s ma king their ow n her b a l infusions. L ikew ise, child r en enr olled in the R osew ood Exp lor er s Club in Phuket lea r n a b out the loca l flor a a nd fa una in or d er to ma ke their ow n scents w ith ing r ed ients fr om the hotel g a r d en. At the F ella h Hotel in Ma r r a kech, child r en a r e encour a g ed to exp lor e the r ur a l setting, lea r n how to tend to fa r m a nima ls a nd nur tur e their ow n her b g a r d ens. The Gr ow With S ix S enses p r og r a mme a t the S ix S enses r esor t in Ninh Va n B a y, Vietna m simila r ly intr od uces child r en to the p r incip les of or g a nic fa r ming. Fellah Hotel Ritz-Carlton

Multi-Gen Activities Hotels a r e w or king to eng a g e g uests a cr oss g ener a tions, a s multig ener a tiona l tr a v el continues to g r ow.

held its g r ound for 2 018. Hotels a r e r esp ond ing b y cur a ting a ctiv ities p r og r a mmes tha t str eng then fa mily b ond s a nd cr ea te memor ies.

outines cr ea ted b y the Joffr ey B a llet comp a ny a nd cr ea tiv e a ctiv ity p a cks d esig ned w ith the Gug g enheim.

ith a ctiv ities a nd excur sions d esig ned to encour a g e fa mily time.

5 Multi-Gen Activities Hotels a r e w or king to eng a g e g uests a cr oss g ener a tions, a s multig ener a tiona l tr a v el continues to g r ow. Ha v ing b een a ma insta y of the top tr a v el tr end s p r ed icted b y the Vir tuoso L uxe Tr a v el r ep or t since 2 010, multig ener a tiona l tr a v el held its g r ound for Hotels a r e r esp ond ing b y cur a ting a ctiv ities p r og r a mmes tha t str eng then fa mily b ond s a nd cr ea te memor ies. Four Seasons Family by JW Four Seasons Hyatt JW Ma r r iott' s F a mily b y JW p r og r a mme includ es p a r ent-child cooking cla sses, fa mily w or kout r outines cr ea ted b y the Joffr ey B a llet comp a ny a nd cr ea tiv e a ctiv ity p a cks d esig ned w ith the Gug g enheim. F our S ea sons Hotels p a r tner s w ith loca l b usinesses to offer exclusiv e exp er iences v ia the b r a nd ' s Ultima te F a mily Esca p e p a cka g e, w ith a ctiv ities a nd excur sions d esig ned to encour a g e fa mily time. It includ es histor ica l w a lking tour s of B oston a nd b ehind -the-scenes tour s of the city' s fa mous sp or ts sta d iums. At select Hya tt r esor ts, fa milies a r e encour a g ed to cong r eg a te a r ound the hotel' s communa l fir e p it for stor ytelling a nd s' mor es-ma king und er the sta r s.

Indoor Camping In-r oom ca mp ing exp er iences a r e a costeffectiv e solution for hotels w ho a r e looking to a p p ea l to kid s w ithout ma king p er ma nent cha ng es to g uestr ooms.

The London EDITION Hamleys x Waldorf Astoria Radisson Blu The F our S ea sons B oston' s K id s Ad v entur e p a cka g e includ es a p op -up tent, a g ift p illow a nd a cookie-ma king cla ss.

Child r en sta ying a t Wa ld or f Astor ia hotels in S ha ng ha i, B eijing a nd Cheng d u ca n sig n up for the Ha mleys x Wa ld or f r oom p a cka g e, w hich includ es a n ind oor tent a nd b a

6 Indoor Camping In-r oom ca mp ing exp er iences a r e a costeffectiv e solution for hotels w ho a r e looking to a p p ea l to kid s w ithout ma king p er ma nent cha ng es to g uestr ooms. Pop -up tents a nd tep ees p r ov id e a sp a ce for p la y a nd sleep tha t is sep a r a te to tha t of the a d ults a nd help a d d a sense of excitement to other w ise conv entiona l hotel r ooms. The London EDITION Hamleys x Waldorf Astoria Radisson Blu The F our S ea sons B oston' s K id s Ad v entur e p a cka g e includ es a p op -up tent, a g ift p illow a nd a cookie-ma king cla ss. Milk a nd cookies a ccomp a ny tur nd ow n a t 2 1c Museum Hotels, w her e kid s b ed in tep ees. Child r en sta ying a t Wa ld or f Astor ia hotels in S ha ng ha i, B eijing a nd Cheng d u ca n sig n up for the Ha mleys x Wa ld or f r oom p a cka g e, w hich includ es a n ind oor tent a nd b a ckp a cks stuffed w ith toys a nd g a mes. The L ond on Ed ition' s F a mily S tyle offer includ es a L ond on Tr a nsp or t-themed p op -up tent, inr oom mov ie nig ht w ith p op cor n a nd a kid s' g uid e to the city. R a d isson B lu up s the a nte, p r ov id ing a ta ke-home tent a nd log -sha p ed p illow s, a d r ea m jour na l, nig ht sky p r ojector, b ed time stor yb ook a nd ca mp ing mug.

The fiv e themed suites, r a ng ing fr om the S a fa r i S uite to the Ca stle S uite, a r e una b a shed ly child -focused.

7 Immersive Guestrooms L uxur y hotels a r e cr ea ting mor e p er ma nent sp a ces a nd a menities tha t d ir ectly a p p ea l to kid s' ima g ina tions. Shangri-La Hotel This yea r, the S ha ng r i-l a S ing a p or e hotel unv eiled luxur y suites d esig ned to a p p ea l to the ima g ina tions of Gener a tion Alp ha a nd young Gen Z-er s. The fiv e themed suites, r a ng ing fr om the S a fa r i S uite to the Ca stle S uite, a r e una b a shed ly child -focused. Encour a g ing fa nta sy a nd esca p ism, b ed s a r e b a r r ica d ed b ehind for tr ess w a lls or nestled in a tr eetop d en, a nd p a r ent a nd child r en zones a r e connected b y a tunnel. A d ed ica ted child r en' s concier g e is on-ha nd to a ssist w ith q uer ies a nd a sha r ed utility a r ea on the fa mily floor is stocked w ith a ll of the eq uip ment a nd p a r a p her na lia tha t young fa milies mig ht need d ur ing their sta y. The id ea is to r ecr ea te a ll of the conv enience a nd p r a ctica lity of b eing a t home, b ut w ith la shing s of esca p ist d esig n. Shangri-La Hotel

Nostalgic Appeal Millennia ls enjoy holid a y d estina tions tha t connect w ith their ow n child hood s: 4 4 % of 18- to 34 -yea r -old s sur v eyed b y B ooking.

Hotels a r e a ccor d ing ly a p p ea ling to this nosta lg ia w ith d esig ns tha t ev oke summer ca mp s a nd offer a na log ue fun.

suite insp ir ed b y v inta g e summer ca mp s.

K id s sleep in custom-b uilt b unk b ed s to fully r eflect the ca mp d or m v ib e.

8 Nostalgic Appeal Millennia ls enjoy holid a y d estina tions tha t connect w ith their ow n child hood s: 4 4 % of 18- to 34 -yea r -old s sur v eyed b y B ooking. com sa id they w er e keen to r ev isit the holid a y loca tions they v isited a s child r en. Hotels a r e a ccor d ing ly a p p ea ling to this nosta lg ia w ith d esig ns tha t ev oke summer ca mp s a nd offer a na log ue fun. The Graduate Hotel The Graduate Hotel The Gr a d ua te Hotel in Ma d ison, Wisconsin, tea med w ith Cr a te & K id s a nd Ca mp Wa nd a w eg a to cr ea te a fa mily suite insp ir ed b y v inta g e summer ca mp s. The w a r m, p ine-cla d sp a ce is d ecor a ted w ith a ntiq ue typ ew r iter s, ca noe p a d d les, F a r ib a ult Woolen Mill b la nkets a nd colleg e fla g s. K id s sleep in custom-b uilt b unk b ed s to fully r eflect the ca mp d or m v ib e. At S oho F a r mhouse, the kid s' p la y b a r n a nd sleep ing a r ea s continue the hotel' s r oug hluxe a esthetic. F or d ow ntime, ther e' s a n old hor seb ox conv er ted into a lib r a r y, a mud kitchen a nd chicken coop, a nd kid -size w ellies a nd b ikes to use to exp lor e the g r ound s. The fa mily ca b ins ev oke holid a y ca mp cha lets: kid s sleep in b unk b ed s, a nd g a mes a nd toys a r e d istinctly a na log ue. Soho Farmhouse Soho Farmhouse

Action Points See t ravel t h ro ug h ch i l d ren 's eyes: d esig n for esca p ism a nd fa nta sy, a nd p r ior itise sp a ces tha t ev oke a sense of a d v entur e a nd p la y Revamp ro o ms t o b

9 Action Points See t ravel t h ro ug h ch i l d ren 's eyes: d esig n for esca p ism a nd fa nta sy, a nd p r ior itise sp a ces tha t ev oke a sense of a d v entur e a nd p la y Revamp ro o ms t o b e k i d - f ri en d l y: p op up tents a nd tep ees a r e a n a ccessib le w a y to a d d a p la y/sleep element to sta nd a r d g uestr ooms Th i n k o f act i vi t i es an d scen ari o s i n wh i ch al l t h e f ami l y can p art i ci p at e: a s multi-g en a nd skip -g en holid a ys b ecome p er ma nent fixtur es in the fa mily tr a v el ca lend a r, p r ov id e p r og r a mmes tha t help to cr ea te memor ies a nd b uild b ond s, ta p p ing into Millennia l p a r ents' nosta lg ia Use yo ur l o cat i o n as t h e sp ri n g b o ard : d esig n child -centr ic a d v entur es a nd a ctiv ities d ir ectly insp ir ed b y loca l cr a fts a nd tr a d itions Six Senses

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