Mr. Rosenberger

Family Travel

An Overview of Existing Kids Clubs, Camps and Programs

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

When planning a family vacation, most families pick and choose a hotel based on the amenities and programs in place for families and their kids. Families are loyal and committed to brands that have proven themselves worthy of such affection by offering exceptional services and well designed family programs. This article will provide an overview of many well established initiatives taken by some of the largest names in the hospitality industry. It will also highlight exceptional steps taken by independently owned properties that are worth noting. Understanding the history of the family vacation through the family “road trip” of the 1950s highlights how far the industry has come in catering to families. Yet while modes of transportation and the costs of travel have changed dramatically since those first kids programs of the fifties, the industry still has a long way to go to improve the menu offerings for families and kids, as well understanding the importance of providing amenities that are cultural and educational and not just fun and entertaining. The time is now for you to seize the opportunity and to become a destination for families and earn your share of the lucrative family travel market. It’s your turn to grab the bull by the horns and be a trailblazer in the industry and become recognized as a great choice for families visiting your region.

The Family Road Trip – Early Family Travel

Today families can thank Kemmons Wilson and his family for building family friendly lodgings at a rapid pace to meet the needs of the American family of the fifties. It was this successful Memphis businessman who during an 800 mile road trip from Memphis to Washington D.C. with his wife and family, recognized that the motor hotels along the way were not catering to the American family. Wilson wanted better quality control and reliability, more swimming pools, game rooms and other family amenities. He wanted more uniform and affordable accommodations for the American family. He saw a need and he seized the opportunity. He set lofty goals for himself promising he would build 450 motels and cover the entire country with family friendly affordable motels where children would stay for free! Well... it didn’t happen overnight, but Kemmons company, Holiday Inn far exceeded Kemmons’ initial goals and helped change the hospitality industry forever. With more family oriented options in place, thanks to Kemmons, more families took to the highways and the concept of the family road trip was alive and kicking. Thanks in large part to Wilson, the foundation for family travel was solid and strong (after all Kemmons was initially a construction man!) and the fifties was a period full of notable events including the growth of Hyatt, Marriott and Sheraton, and in 1955 with the completion of the Disneyland Hotel and The Plaza Hotel in New York City, where the fictional character Eloise became real!

Family Travel Today

Below is a summary of initiatives taken by some of the biggest names in the industry:

FAIRMONT

One of my favorite initiatives is Fairmont’s RU Ready initiative that was launched in 2009. RU Ready? is an innovative, interactive fitness program for guests aged 7–17 which fuses a kid’s contemporary world of computers, video games and interactive web communication together with outdoor play. The program was designed by Scott Lancaster, a youth sports expert, with over 20 years of experience developing player and coaching programs for the National Football League, US Soccer, and Arena Football.

FOUR SEASONS

Four Seasons Hotels implemented the Kids for All Seasons Program at many of its hotels and resorts around the world. Programs include cookie-making classes in the pastry shop guided by the hotel’s Executive Pastry Chef; and a special in-room visit from the Four Seasons Ice Cream Man – complete with a uniform and a real ice cream cart. My favorite program is the National Park Adventure which offers younger guests and families a customized itinerary to explore the wild, wild, west. This includes action packed adventures ranging from wildlife safaris to fishing, and hiking.

HYATT

Hyatt Resorts just announced a new initiative in November, 2010 called the Toy Box program. The family friendly amenity offers an assortment of age-appropriate toys and games for kids of all ages. We also love the re-launch of Camp Hyatt® last year in North America with National Geographic Kids. This provides experiential travel for children and a focus on activities that immerse them in the culture, history and geography of each resort’s surroundings. Also Hyatt’s Kids Concierge and Babies Travel Lite programs arrange family-friendly services and experiences at the resort and guests with infants or toddlers can make arrangements in advance so that any necessary supplies are shipped directly to the resort ahead of check-in.

KIMPTON

KimptonKids is a year-round program that includes amenities, services, and experience-enhancers. The program makes it easier for families to travel and makes kids feel special. Kimpton Hotels are great for shorter urban family getaways (weekends). Kimpton’s corporate travelers often combine business travel with vacation time and have their family join them on the front or back-end of their trip.

LOEWS

Loews Loves Kids features everything from gift bags on arrival, to a partnership with Fisher-Price a "On Call for Kids" lending closet filled with practical and playful travel necessities (such as games, books, car seats, strollers, night lights, potty seats, baby bath tubs, baby blankets, and outlet protectors). Older children feel welcome at Loews with free music download cards for teens at check-in as well as teen lounges and tricked out poolside cabanas at the resort properties. Additionally, restaurant and room service menus are diverse with healthy menu offerings for children.

MARRIOTT

Marriott offers a Nickelodeon Getaway package at several resorts in the US and Mexico. The package features a Nickelodeon character breakfast, meet and greet, live interactive shows; crafts; and dive-in Nickelodeon movies.

OMNI

The Omni Sensational Kids program provides four-diamond service to Omni Hotels' youngest guests. Children enjoy plenty of kid-minded perks and services, including a backpack upon check-in, with a flashlight for sight, a flip drum for sound, Twizzlers for taste, a disk launcher and canteen for touch and a scented plant-able bookmark for smell. Kids can also enjoy menu choices prepared especially for young travelers and special Kids Suites in Texas, California and Boston. In addition, Omni Hotels offers milk and cookies on the first night in the guestroom. A rolling backpack is also available for check-out via the front desk or concierge that includes books and games for added entertainment during their stay.

STARWOOD-ALOFT

Camp Aloft is designed for kids ranging in ages 2 to 12, each Aloft property provides a special Camp Aloft kit including a twin size air mattress, special bedding, a deck of cards and special games (tailored to each child’s age) and snacks from Aloft’s re:fuel food pantry. Aloft is also pet-friendly.

WYNDHAM

Viva Wyndham Kids' Retreat is a supervised activities program where children ages 4 to 12 participate in age-specific activities at any of Viva Wyndham's all-inclusive family resorts. Activities include drawing and painting; windsurfing; mini tournaments; kayaking; volleyball; sandcastle building; board games; pool games; talent shows; puzzles; video games; and face painting.

Other Notable Kid-Friendly Hotels and Resorts:

Magic Castle Hotel-Hollywood, CA

Kids are given "Hollywood" style sunglasses at check-in and greeted with towel animals in their room. Refreshments are free at the front desk and kids love asking for Sour Patch Kids. We have a list of approximately 30 items from which guests can pick one or thirty... we don't care... 24/7. It's so nice for parents to take a break from spending money and have the pleasure of letting their kids have extra (free) treats while on vacation.

The Magic Castle Club, next door, is open to kids on weekend for Brunch... it's actually geared to kids at this time. Although a private club, our guests can get in. Our front desk has tons of stuff to recommend to parents as outings which are kid friendly.

Skytop Lodge, Skytop, PA

Skytop Lodge has offered a children's program since 1924, entitled Camp in the Clouds. The club is seasonal especially popular in the summer and winter months when 100's of families arrive from the tri-state area of NY, PA and NJ.

Colonial Williamsburg, Woodlands Hotel and Suites, Colonial Williamsburg, VA

Colonial Williamsburg’s Woodlands Hotel and Suites offers “Colonial Kids Club” every summer from mid-June to mid-August. The popular day camp provides children of hotel guests a vacation of their very own during a morning or an afternoon session of fun. Daily supervised activities for children aged 5 to 12 include arts and crafts, 18th-century children’s games, a visit to kid-friendly sites in the Historic Area, lunch and the company of other children.

The Broadmoor, Colorado Springs, Colorado

The Broadmoor’s Bee Bunch Camp for children ages 3-12 and features age appropriate activities including half day and full day programs that include tennis, golf, hiking, arts and crafts, exploring and many activities in and around Colorado Springs. Special events and activities for the family include paddleboat races, "Huck Finn Fishing" in Cheyenne Lake on the resort and scavenger hunts. There is also a special game room for evening Wii contests.

French Lick Resort, French Lick, Indiana

The KidsFest program is geared toward children 6-12 years old. Special activities are supervised by trained counselors that have developed programs to ensure that kids have a fun and creative experience. During Hang Out Time at the KidsFest Clubhouse kids are encouraged to come over and play some Wii games, watch movie, or just hang out. Past activities include chuck wagon dinners, hay wagon rides up to the ranch with a real cowboy band concert, cookout and a sing-a-along around the campfire. Other amenities around the resort include horseback riding, carriage rides, golf, bowling, tennis, croquet, horseshoes, basketball, volleyball, swimming or hiking and biking.

Mohonk Mountain House

The Mohonk Mountain House Kids’ Club has been named one of the Best Hotel Kids’ Programs in the United States by Travel + Leisure magazine. Travel + Leisure also rated Mohonk Mountain House as one of the “World’s Best Hotels for Families.” The Junior Naturalist experience encourages children join one of the staff naturalists and explore the pristine surroundings of the Mountain House and discover the intricacies of nature.

The time is now for your property to seize the opportunity, become a destination for families, and earn your share of the lucrative family travel market. It’s your turn to grab the bull by the horns and be a trailblazer in the industry and become recognized as a great choice for families visiting your region.

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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