Mr. Rosenberger

Family Travel

The Ten Commandments of Attracting and Keeping Families

By Matthew Rosenberger, Consultant & Publisher, ABC Travel Guides for Kids

As you read this article ask yourself if you are implementing these strategies in your day-to-day operations. If not, post the chart at the end of the article and get started. If you are already implementing these strategies - keep it up. Although I suspect you are far ahead of your competitors in the area of attracting and retaining family travel business, there is always room for improvement.

1. No Guests, No Hotel

My grandfather, who was a doctor, once told me a story. When he first started practicing medicine he was pulling shifts that were leaving him exhausted. He was questioning himself and whether he was cut out to be a doctor. He complained to his immigrant father who had worked long hours as a tailor to help him through college and medical school. In broken English my great-grandfather reminded his son that if everyone was well there would not be the need for doctors and he would be out of a job! This simple exchange between my grandfather and his father translates into one of the most fundamental and important of my ten commandments for attracting and keeping Families. NO GUESTS, NO HOTEL. Without guests, hotels would not exist. So, in order to attract and keep family travelers, you must listen to your guests and provide excellent customer service.

2. Customer Service is the Key

Building a solid connection with your guests requires that once they buy into the brand they get what they expect. When this happens they spread the word and become loyal customers and come back again and again. But if they do not get what they expect, they will not come back. Seems simple enough. Yet complacency and a breakdown on the customer service side can leave loyal customers scrambling for new options when their expectations are not met. For a hotel seeking more family visitors, staff and customer service personnel must recognize and satisfy the needs of both the parents and the children.

3. Exceed Expectations

Have you and your staff done everything you can to accommodate your guests? It's not enough to meet expectations. The goal must be to deliver more than is promised. If the indoor pool is closed for repairs, have appropriate arrangements been put into place with another hotel or local gym? Families chose hotels for their vacations based on many factors but in-house amenities and services is at the top of the list. If the indoor pool is closed and arrangements have not been made you will lose customers. If arrangements are made you can be sure that word will spread around about how you accommodated them. Did you offer a small concession to the children upon check in, check out, or turn down. Kids really are easy; a piece of chocolate or a sticker goes a long way. Did you consider a $3.00 step stool from IKEA for each guestroom bathroom so that the kids can actually reach the sink to wash their hands and brush their teeth? How about some packages of hot cocoa along with the in-room coffeemaker? How about a water bottle with the hotel logo that kids can refill with filtered tap water in the lobby? Implementing any of these changes will exceed the expectations of your guests.

4. Respect the Family

Kids will be kids and they can be difficult, demanding and disruptive. Your mission is simple- DEAL WITH IT! On the positive side, and it's mostly positive, kids are FUN. They want to have fun, and they are excited about being in the hotel. Engage them and share their enthusiasm; it is contagious! If you show the parents you are trained to deal with their kids, they'll feel your love and respect. Create a healthy kids restaurant and room-service menu just like you've expanded your regular menu to accommodate adults. It's easy to come up with options kids will like and it goes along with the parents. How about grilled chicken strips and baked potato chips, whole-wheat pasta with marinara sauce, or celery and carrot sticks with a couple of samples of different types of peanut butter. Offer healthier drinks with cool cups to drink from, and more fresh fruit for dessert. How about a "snack pack" of some of the more popular, and healthier, snacks for them to bring along on their daily adventures? Simply providing bottled water would exceed your guests' expectations. A little creativity goes a long way and will show that you appreciate and value your guests.

5. Respect for Mom and Dad the Most

While convincing kids that your hotel is the spot for them is easy, they are completely dependent on mom and dad to finance their wants. So consider kids your number one ally in breaking through to their parents. Let the kids become your "sales force". Use this to your advantage but remember you must respect mom and dad. If mom and dad are feeling the pressure from you instead of the kids they will not be back. Walk the fine line but remember it's mom and dad who ultimately make the family's financial decisions.

6. Give Them a Reason to Come Back

Kids love cookies; in fact, so do mom and dad! A brilliant marketing strategy like warm cookies upon check-in is a reason to come back. But I have an even better reason to come back- a hotel that takes a proactive role in directing families to local events and special attractions taking place during their visit. Don't wait for them to ask the concierge, give them their own guide, maps and coupons. Create a custom book for the kids that can be used by them during their trip as a travel guide and souvenir. Give them "rainy day vouchers" for an in-room movie if the weather is lousy during their visit and you know they aren't going to have a chance to visit some of the attractions on their itinerary. How about a cooking class in the restaurant? Remember, your guests are on their family vacation so offer activities and amenities for the entire family-all inclusive stuff that will leave everybody satisfied.

7. Don't Give Them a Reason Not to Come Back

Remember the broken pool example. A family that books your hotel expecting to be able to plan some "down time" with the kids at the indoor pool will not return if the pool is down and no alternate plans in place. Same might be said for a broken in-room movie system. If the movie system is broken does the hotel have an alliance with one of the local movie theaters for vouchers? And while a credit on the billing statement will go a long way with mom and dad, the movie tickets and passes to the local YMCA or gym will show the entire family respect.

8. Give Great Vale (or the Perception of Great Value)

There are so many ways to make reservations it is dizzying. But people talk, they brag, they boast. If one of the online discount travel websites books your rooms at a substantial discount you must recognize that some of your guests will feel they paid too much. You must assign rooms based on this factor. The best rooms in the house must go to your highest paying customers. Offer upgrades without being asked if they are available and highlight that these upgrades are not offered to everyone. Offer meal or drink vouchers the same way. How about a break on the parking charges? Over the next several years this will become more and more of an issue among your guests. Be at the forefront of recognizing the inherent unfairness of the price structuring of the "room rate".

9. Hire and Exceptional Staff

You may not offer a "kids club" or other in-house programs but whether you do or don't, you must hire a staff trained to address and understand the needs and expectations of your family guests. An inappropriate or insensitive comment by a staff member to a guest will ensure that you've lost their business. Bring in a family travel industry consultant or expert for a workshop to train and educate your staff. A staff only becomes exceptional when given the proper tools and training. A staff remains exceptional when they too are rewarded, in that way, everyone wins.

10. Respect Your Competition

Your competition makes you better and provides examples of effective ways to reach family travelers. Whether it's warm cookies upon arrival, or an in-house "kids club", pay attention to what your competitors are doing. There is plenty of business, so embrace your competitors and learn what they are doing. And always remember, if you don't have anything nice to say, say nothing, don't bad mouth competitors!

In conclusion, word of your efforts and desire to satisfy and exceed the expectations of your guests will soon spread and you will become the lodging destination of choice among families.

Matthew G. Rosenberger is a family travel consultant and publisher who works with hotels that want to be recognized as the most family friendly in their region. He is publisher of ABC City Guides for Kids, an all-in-one alphabet book, activity guide and souvenir. The books are customized by hotels and resorts to feature their images, logo and address on the book's front and back covers. Mr. Rosenberger also promotes his selection of family friendly hotels at his website and family travel related assignments through his "We Love Kids" and "TOP FIVE" pick selections. Mr. Rosenberger can be contacted at 215-242-4011 or mgr@kidstravelguides.com Extended Bio...

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