Feature: Kids in the air
Kids' stuff
Family travel is on the increase. Despite the worldwide recession it seems the annual family holiday is one of those luxuries families are most reluctant to give up. Julie Baxter ‘toys’ with the subject
he TripAdvisor annual family travel survey of 1,600 travellers indicated that 83% of respondents plan to take at least one holiday with family members this year, up from 79% who did so in 2010.
T
Ensuring families have a good time when they travel has important business implications long term. Happy families are more likely to re-book but keeping kids content onboard also means other passengers are likely to have a good experience and be less disgruntled by badly behaved young passengers.
For some age groups, top- notch inflight
to the growing sophistication of family travellers. She says: “Today’s youth are more sophisticated and better travelled than ever. Most have their own electronics for music listening, game playing and book reading and it is increasingly difficult to develop unique, entertaining products for their inflight adventures.” Buzz Director Leonard Hamersfeld, agrees: “Children’s inflight product is now adopted by airlines across numerous platforms
"Today's youth are
more sophisticated and it is becoming increasingly difficult to develop unique, entertaining products for their inflight adventures"
entertainment systems will tick all the right boxes. Kids’ films, games and cartoon
channels have all found a place onboard, with Emirates taking this a step further with the first- ever branded onboard channel for children, in partnership with the BBC Worldwide Cbeebies. Staying on top of changing trends is key. Paulina Chalita-White, marketing and design manager at Global Inflight Products (GIP), notes travel suppliers need to recognise and respond
Emirates’ Quiksilver collection its destination.”
Leonard identifies the trend towards character licenses in this with a growing number of collaborations between airlines and major children’s licensing houses and brands to deliver a diverse range of branded inflight activities. A similar trend has been identified by Sylvia James-Smith, for Top Trumps Activities, which is developing a new concept in children’s onboard games and activity packs designed to combine affordability with familiarity.
combining interactive tangible product with digital applications and entertainment. From plush toys
and activity books to electronic media and meal tray offerings, the
children’s onboard experience has longevity after the flight has reached
www.onboardhospitality.com 15
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