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Family


Generation game


Gone are the days when children should be seen and not heard when planning a family holiday – their educational wellbeing is now a priority as travel providers rush to provide more than a


put-me-up bed, and cater for bigger groups author: Jane Anderson


C hildren are a growing force to be


reckoned with when it comes to luxury travel, with family holidays a market that luxury brands are chasing with increasingly innovative ideas. Some of the current buzzwords include cultural authenticity and educational experiences, while trips involving a healthy level of sports or activities that provide genuine family bonding, alongside more traditional pursuits of fun and relaxation, are also in demand. Today’s high-end travelling parents have


enjoyed a background of pre-children independent luxury travel that they are unwilling to give up, and it’s estimated the family travel market makes up more than 25% of the luxury market – and continues to grow. It’s also evident that places that you


would have expected to be the preserve of couples have now filtered into the family market. Take the Maldives: once classic honeymooners territory, it is increasingly opening its doors to families as resorts such as Niyama up their game with Play, a new island dedicated to families offering 48 villas, a Scott Dunn kids club and ice cream parlour. Soneva Fushi, meanwhile, is opening The Den later this year, a thrilling new playground with cinema, library, two pools, a room dedicated to Lego and another filled with musical instruments. Toddlers have their own shallow pool, while teens have a zip line through the


DESTINATIONS  SUMMER 2015  TTGLUXURY.COM  59


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