family holidays 63
family time
Family holidays are big business. Help clients navigate the huge choice and the growing enthusiasm for inter-generational holidays will reap rich rewards, says Ben Lerwell
with pedalos and pizza? A theme park jaunt to Florida? A safari? A cruise? An educational visit to one of the world’s great cultural wonders? Family holidays are big business these days, not least because there’s so much choice. From budget packages to luxury getaways, the industry is packed with different options. And whether it’s the Beckhams in the Maldives,
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the Camerons in Cornwall or Beyoncé and family in Cambodia, the media are never shy of reminding us that a relaxed break with the kids continues to be seen as something aspirational. As a concept, it’s not a hard sell: travel can
throw up lifelong family memories and allows different generations to spend quality time together. Parents and grandparents are keen to get it right so agents and operators can play a key role in helping clients fi nd the perfect fi t. “All our holidays are aimed at families looking to bond rather than segregate,”
hen you hear the phrase ‘family holiday’, what comes to mind? A break on the Spanish Costas
says Ray Steward, Country Manager at high- end operator Tauck, highlighting the fact that many travelling families are now searching for a collective experience. “We’ve noticed that multi- generational travel is at an all-time high, and that cultural and experiential travel is more popular than ever. At the same time, affl uent travellers feel it is OK to spend their money again’.”
What’s new Accommodation: There’s plenty
of hotel news in the family market. Beginning in the
Caribbean, Beaches Resorts (
beachesresorts.co.uk) partnered with the American Sailing Association towards the end of 2014 to launch Sailing Fun, a course aimed specifi cally at kids. It’s available at properties in Turks & Caicos and Jamaica. Also in Jamaica, the Half Moon Resort (halfmoon.
rockresorts.com) has launched Club Half Moon, a supervised kids’ club for four-12 year olds which includes music and cookery. Over on Nevis, Nisbet Plantation Beach Club (nisbetplantation. com) has announced a new family package with a second connecting room for free. On Mauritius, the 181-room, family-friendly MARITIM Crystals Beach Hotel (
maritim.com) opened in September last year, while the island- based Heritage Resorts (
heritageresorts.mu) has introduced a free ‘baby club’ for babies
sellingtravel.co.uk
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