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Family Travel: Emerging Trends You Should Know About

By Ayana Rodriguez Founder, itavi | July 2025

itavi

In the post-COVID era, today’s traveler has evolved into one invested in meaningful experiences. As a result of the strict travel limitations that lingered for several years following the global crisis, there’s now a stronger desire to travel with the ability to discover, explore and learn about new destinations. Viewing travel as a gift has encouraged more families to take trips together to create valuable memories, and parents are prioritizing their children’s regular exposure to worldly experiences.

The good news is that family travel is a booming segment, which means hotels and resorts must work strategically to market to families with the potential to boost revenue by booking longer stays. And while adults or larger groups might be the traditional target markets, successfully appealing to families and junior guests is an entirely different ballgame.

How Hotels Can Target Family Travel in 2025

Curating for families with junior guests is more important than ever. A recent annual global report examining luxury city hotels’ kids and teens segment reveals a $175 billion opportunity in the kids’ hospitality sector.

Luckily, hotels and resorts can identify and specifically target junior guests. The strategy begins with learning how to accommodate the family’s personalized needs. Overall, this can include everything from on-site childcare services to diet- and allergen-friendly kids’ menus to building sensory rooms for neurodivergent children who are sensory-challenged.

The process starts at check-in, where there’s an opportunity to customize a surprise-and-delight moment with a tailored welcome kit (think: hotel-branded whimsical treats, kid-marketed bath products, junior-sized bathrobes and slippers and plush toys).

In the room, envision amenities like a tent or storytelling area, an arts and crafts kit with hotel-themed projects, or an activity book about the hotel. On the first night, bedtime milk and cookies via room service delivery is a travel memory with staying power for years to come — something a guest who may eventually re-phrase would want to recreate for their own child on a future trip. At its core, it’s about the hotel team doing the smart work to deliver small moments that create lasting memories.

Types of Emerging Family-Friendly Travel Trends

Whether it’s summer break or celebrating a holiday together, families have a never-ending roster of destinations to see and explore. Leaning into current trends will ensure hotels and resorts are staying relevant in the family-friendly travel space. It’s critical to appeal to what’s emerging, or else you risk missing out on valuable bookings and revenue because you ticked some — but not all — of the family’s boxes.

While school might be out for summer, most parents don’t have the luxury of taking off from work if they want to book long trips. Work-and-play getaways are on the rise; these allow parents to plan hybrid trips to split their time between working remotely and family bonding. The first major component to building a successful work-and-play package is ensuring there are options for the children — whether that’s a fully operational kids’ club or a childcare service — to keep them engaged while parents need to tend to their remote work duties. Equally important is satisfying the vacation component of this arrangement; ensuring you have a good balance of family-friendly activities and relaxing downtime will ensure this type of trip is never all work and no play.

Edu-tainment is another prominent category. This concept centers around a child’s developing mind, which should never stop growing during travel. If the hotel or resort is situated in a city, consider creating coloring books and age-appropriate crossword puzzles, mazes, word searches and more that can teach the kids about the city’s history. These “hidden” lessons can feature cuisine, art, history and science relative to the area. If your property is located in a natural environment or a national park, build internal tours and programs that allow families to explore and discover the hotel’s property while enjoying the fresh air and native on-site flora and fauna.

Hotels can also curate edu-tainment-friendly treasure hunts that can unfold inside and around the property. Based on the location, the clues can pertain to lessons about the city or the surrounding natural environment, and the “treasures” can serve as tangible prizes that double as souvenirs for the kids. This can also open the door to strategic partnerships with local venues and vendors interested in aligning and collaborating with family-friendly hotel programs.

Wellness tourism, the intersection between two multi-trillion-dollar industries, tourism and wellness, is also impacting household heads who are looking to book vacations that align with their holistic lifestyles. All-ages wellness retreats that teach the importance of mind-body balance have the ability to attract families who do not want to take a vacation from their healthy routines (ask about their needs ahead of travel so they can stay on course).

A mix of high-energy excursions and calming activities is essential for balance; consider offering hiking and forest bathing, child-friendly yoga, healthy family cooking classes and art therapy sessions — all of which can be done together to foster strong family bonding. Offer activities that inspire families to organically unplug from their devices for a digital detox and encourage them to create memories in the moment.

Why Trustworthy Childcare Matters

While some families may want to spend every moment together, others might enjoy some time on their own. It’s natural for parents to want to have adult time, but when young children are in the family, trustworthy on-site childcare is a must. An exceptional childcare service offered by your hotel or resort is not your average babysitter, but should be an extension of the top-tier guest experience — they will not only look after the kids, but will limit screen time and keep them engaged and enriched with tools like STEM-friendly projects.

If a hotel does not offer this type of one-on-one service, an on-site kids’ program is essential. A high-quality kids’ club meets safety standards and is equipped with fun, hands-on projects, lessons specific to the destination, its culture and its history, and has childcare professionals who encourage social development through relationship building with other children. If you are looking to add premium childcare as a service or are building or improving an on-site kids’ club, integrate a balance of play, exercise, learning and crafting — this is a proven recipe kids will love.

Whether it’s one-on-one childcare or a kids’ club, the end goal is to offer a trusted service or facility that can allow parents peace of mind knowing their kids are not only safe, but are enjoying the time spent away from their families. As an added benefit, this allows hotels to cast a wider net to capture families in need of childcare services. In turn, this invites adult guests to experience more of the property than they may not have otherwise been able to without the added convenience of this type of service.

Family-Friendly Marketing Campaigns

Creating the right messaging and rolling it out through properly targeted channels will help hotels attain the goal of securing multigenerational travelers for the long haul. When you think about how to reach your ideal family for a booking, it begins with engaging them during the planning process. Always ensure you are inviting families to build their bookings with you — a recent survey shares 68% of Millennials and Gen Z parents and 56% of Gen X and Baby Boomer parents say their children typically inform aspects of the trip. Let your future all-ages guests know you are at their disposal before arrival to help them build their dream trip.

Whether it’s work-and-play getaways, edu-tainment excursions or mindful wellness escapes, it’s the property’s responsibility to do the legwork upfront. Send kid-friendly quizzes to learn their interests (this can help you customize welcome kits, food offerings and activities). Seek out partnerships with trusted childcare companies that can provide expertise and curation. Promote childcare services as not only a benefit for the kids, but the parents; let them know a fully engaged, happy junior guest means less worry and more enjoyment for parents and/or guardians — so they can visit the spa, have drinks by the pool or enjoy a romantic dinner — all of which results in increased revenue for your property.

Collaborating with the right types of influencers and media outlets can also help hotels and resorts secure the family-friendly bookings they are after. Invite momfluencers and family travel journalists and bloggers who will write and post on various websites and social media channels to come and have the experience of their lives together, so they can share all highlights and tell their personal stories. Even better, leverage this content for your channels too. This marketing tactic is especially important when you offer an on-site childcare service or a kids’ club so parents have access to visual content that paints a picture of the experience — this is how you level up from written testimonials, which may not leave the same type of impression.

The numbers don’t lie: 80% of Millennial and Gen Z respondents of this family travel survey say they use travel planning apps or social media to help them plan their journeys. Forging strategic partnerships and tapping all of the available channels to showcase your family-friendliness will improve both guest experiences and the bottom line.

Ms. Rodriguez

Ayana Rodriguez is the founder behind the award-winning premium childcare brand itavi, which has gained undivided popularity across Florida and Maui, Hawaii. itavi, born in 2019 was a response to what Ms. Rodriguez, a mother of three, saw as a gaping void in the industry. Here, she observed the need for a new and different approach to child care, not just for the connectors but also for those seeking accountability and reliability when collaborating with trusted professionals.

Once she discovered that the childcare space deserved better; itavi was born. With her new brand, Ms. Rodriguez established the itavi™ Method, an engaging program curated by vetted industry experts consisting of play, exercise, learning, and crafting for all ages that highlight the local and unique culture of your destination.

Extended Biography & Contact Information

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13. PRIVACY POLICY

The following is the Privacy Policy for HotelExecutive

We can be reached via telephone, email, or online at our contact page. When you visit our site we do not log any information regarding your domain or email address. Information Sharing: We do not share user information with any third parties other than via press release distribution as described below.

Hotel Newswire is a newswire service that distributes press releases on behalf of our users. If you decide to submit a press release for distribution through our system we will transmit your entire press release including any personal information therein contained to our media contacts and online distribution points including search engines. This is the only redistribution of your information that we engage in. Your submission of press releases through our system indicates consent with this policy. The information we collect during your registration process is used to notify users about updates to our service and inform users of any special events hosted by Hotel Newswire. This information is not shared with other organizations for commercial or non-commercial purposes.

Cookies: Our system requires the use of cookies to enable the user to log back into our website to access information from the newswire, without having to log in each time using the required username and password.

If you do not want to receive email from us in the future, please let us know by following instructions included in our communication with you. Users who supply us with telephone numbers online may receive telephone contact from us regarding their account, or informing them of new products and services available on the HotelExecutive website. If you do not wish to receive such telephone calls, please edit your account and remove your phone number from your account profile. This can be done from your user account menu.

Ad Servers: We do not partner with or have any relationship with any ad server companies. From time to time, we may use customer information for new uses not previously disclosed in our privacy notice. If our information practices change at any time, we will post the policy changes to our website to notify you of these changes and provide you with the ability to opt out of these new uses. If you are concerned about how your information is used, you should check back at our website periodically.

Upon request we provide site visitors with access to all information (including proprietary information) that we maintain about them. Users can access this information by logging in to their account.

Security: We always use industry-standard encryption technologies while transferring and receiving user data exchanged with our site. We have appropriate security measures in place in our physical facilities to protect against the loss, misuse, or alteration of information that we have collected from you on our site. We do not store credit card information in our systems.

If you feel that this site is not following its stated information policy, you may contact us.

Fred Realbuto
Krystal Ramirez
Robert Schnitz
David Stange
Stephanie Smith
Louise Bang
Robert Stoney
Allison Boccamazzo
Andre Carrier
Steve Turk
Robert Schnitz
Danny Williams
Robert O'Halloran
Tim  Gerhold
Coming up in March 1970...