FTFc Family Travel Forum Consulting 
891 Amsterdam Avenue New York NY
10025 USA
212-665-6124 fax 212-665-6136
info@familytravelconsulting.com
Attention: Business
Editor
N E
W S
FTFc EXAMINES
STATE OF THE FAMILY TRAVEL MARKET
Study
Examines Hospitality Industry Awareness of the Family Market
FTFc, the consulting
division of Family Travel Forum, Inc. has found that the hospitality industry,
while acknowledging the importance of the family travel market, is not quite in
step with what today’s families want.
Although the majority of the hotel chains surveyed offer “Kids Stay
Free” policies, “Children’s Menus” and Welcome Gifts, a much smaller segment
attempt to satisfy parents’ desire for spacious accommodations, improved
childcare and meaningful experiences.
The key
points from the survey, a comprehensive analysis of the 20
major North America-based hotel and resort chains marketing to families (representing nearly
9,700 properties worldwide*) conducted between April and November 2003, are:
KIDS RULE (AND STAY FREE): FTFc’s analysis reveals that 90% of the
major chains allow children under 18 to stay free in the same room with one or
two paying adults when using existing bedding.
BIG EATERS PAY LESS OR NOTHING AT ALL: According to FTFc research, 65%
(13) of the chains studied promote “Children’s Menus” which typically offered
lower rates for “child-size” portions, age restrictions on use (usually to age
12) and a selection of junk food entrees.
Additionally, FTFc found that these Children’s Menus were often the
foundation of seasonal “Kids Eat Free” promotions. Although FTFc research
affirms that value-conscious parents appreciate discounts, there is universal
interest in more healthful food choices.
WELCOME GIFTS ARE WELCOMED… AND EXPECTED: In an age of online rate haggling, family consumers
expect a great price and a value-add. FTFc found that “Children’s Welcome
Gifts” were given to guests under 12 years on a seasonal or year-round basis by
55% (11 of 20) of the chains studied. The most common items were backpacks,
sport-top beverage bottles, movie or character-themed souvenirs, T-shirts,
small toys and snacks.
WHERE’S MY ROOM? From its online consumer surveys, supported
by the growth in the all-suite, condominium rental and vacation ownership
markets, FTFc found that today’s families are looking for lodging that provides
space and privacy for children and extended family. However, FTFc research indicates only one- third of the chain
hotels surveyed offered a second room discount and only a few industry pioneers
(Holiday Inn Family Suites Resort and Club Med, among them) were actively
renovating properties to create larger, family-together accommodations.
-
As seen above, 65% of the chains had no corporate discount
policy for a second or family room; 20% of the chains offered a 50% second room
discount on a seasonal or promotional basis; and 15% of the chains offered
variable discounts on a promotional basis.
FAMILIES WANT A BREAK FROM THE ORDINARY. Nothing relaxes parents like time alone -together.
“When it comes to childcare, parents will find higher babysitter and kids camp
rates and a decline overall in the number of facilities,” notes
FamilyTravelForum.com editor and consultant Kyle McCarthy, “primarily due to
staff cutbacks throughout the industry.”
“On a positive note,” she continues, “we are finding that
the front line of family travelers, the affluent and educated, have a stronger
desire to share meaningful experiences together with their children and their
parents, a desire which travel can satisfy.” FTFc notes the recent online
efforts made by Hilton (myleisuretrip.com) and Hyatt (Adventure Hyatt search on
hyatt.com) to pair accommodations with “experiences” (attractions and
adventures at each destination) will begin to address this need.
However, as long as the established family market leaders
such as Sandals Resorts, Club Med, Carnival Cruise Lines and Disney continue to
upgrade their product with family suites, enhanced nursery and childcare
facilities and increased learning activities, hotels will have to be more
aggressive and innovative with child-friendly amenities, adult-friendly
services and family-friendly facilities to catch up with the tough competition
in the leisure segment.
About FTFc:
FTFc’s parent, Family Travel Forum Inc, publishes FamilyTravelForum.com,
a subscription site serving frequent family travelers, travel professionals and
the estimated 30% of Internet travel bookers who travel with children.
FamilyTravelForum.com is winner of the National Parenting Center’s Seal of
Approval in 2000 and 2003, Condé Nast Traveler’s “Essential Web Site”
award, and the prestigious Forbes Favorite honor in their “Forbes
Best of the Web” issues for 2001, 2002 and 2003. Launched in 2003 in response to travel industry demands for
proven strategies in catering to the fast-growing family market, FTFc makes the
insights and expertise of Family Travel Forum’s staff, market specialists and
journalists available to the trade.
To arrange an interview with FTFc specialists, contact Kyle McCarthy at
Family Travel Forum Inc. Tel: 212/665-6124; email
info@familytravelconsulting.com; www.FamilyTravelConsulting.com.
* Hotel and Resort chains included
in survey: Fairmont, Four Seasons,
Hampton Inn, Hilton, Hilton Caribbean Resorts, Holiday Inn, Howard Johnson,
Hyatt, Loews, Marriott, Omni, Presidente-InterContinental Resorts, Quality,
Radisson, Ramada, Ritz-Carlton, Sheraton, Travelodge, Westin, Wyndham.