“Directing service gestures towards people’s kids is a particularly clever thing to do. Making a fuss of people’s kids actually gratifies the parents even more.”
- Rory Sutherland,
Vice-Chairman, Ogilvy
Key Sections
Learning from the industries that know kids best:
Video Gaming
A market worth hundreds of billions with some of the best known engagement methods.
Toys & Games
A market as old as time with proven commercial constructs to occupy and delight kids.
Media & Entertainment
Attention is the currency of our digital age and this market has perfected its capture.
KIDS & TEENS ARE THE FUTURE OF TRAVEL
Building generational relationships, brand loyalty, locking in repeat visits, longer stays and higher spend have never been more important to hotels.
Kids and teens are an untapped and underserved audience that influence family travel like never before.
This report examines the offering for kids and teens at city hotels, looking at the good, the bad and the ugly of how the world’s finest hotels welcome younger guests, and how employing tricks-of-the-trade from the game and toy industries can add experiential value to families and commercial value to hotels.
Kids & Teens Influence on Parents
77% influenced by their children about their vacation activities
50% included their children's wishes in their holiday planning
85% teens' happiness is a key factor in choosing a destination
43% Gen Alpha child or grandchild influenced travel decisions
Expedia Group Media Solutions, Paramount Insights, World Leisure Journal, American Express Travel, European Travel Commission
City hotels are consistently under-investing in the family segment, considering their high TRevPAR and CLV.
There is a kids economy worth $850 billion available for hotels to tap into.
Most 5-star hotels offer
3-star level kids amenities and don’t even realise it.
Teens report feeling “invisible”, “ignored” and “irrelevant” after check-in, compared to the adult guests in their group.
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Kids hospitality is lagging behind. Kids industries (video gaming, toys, media) are thriving.
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By utilising insights and borrowing tools from these industries, hotels can add immeasurable (and measurable) emotional and commercial value.
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This 100-page report uncovers best practices from across the kids economy and translates that into actionable steps for financial and creative impact in the hospitality sector.
01
Family travel is strong, getting stronger.
The size, stability and growth of the family segment
02
When you win over kids you win over parents.
The growing role of kids as decision makers in travel
03
Why are teens ignored despite their power and pull.
Teens are travelling and talking about it
04
How some hotels are beginning to capitalise on the younger audience.
The current state of kids hospitality
05
The value of play from the experts on kids engagement.
What hotels can learn from ‘kids industries’
06
Kids amenities and activations as an underutilised route to increase RevPAR.
Why hotels are more valuable than they think they are
This inaugural Kids Hospitality Report is the brainchild of pioneering kids hospitality consultancy - Wanderland - in partnership with leading experts and market research companies from across the kids and hospitality sectors.
This is the first report that examines the intersection of the hospitality and kid industries, including video gaming, board games, toys, publishing and media.
In collaboration with:
