Skift Take
What appear to be simple marketing schemes are in fact thoughtful curations that have the double effect of attracting new customers and, if executed correctly, their return. Happy children mean happy parents and there's no better way to secure another booking.
Family travel is an enormous although occasionally overlooked segment of the luxury hospitality market — one that becomes all the more significant during the summer months. Appealing to families, and entertaining children, requires different perspectives, partnerships and platforms than traditional luxury guests.
The Four Seasons recently introduced a new Ultimate Family Escape Package prompting Skift to look at how luxury hotels design family programs and the behind-the-scenes partnerships that determine who gets included in the ultimate offering.
In the case of Four Seasons, individual hotels will usually create their own family packages based on what is happening on-site and in the city that would attract local and out-of-town families.
This summer, however, Four Seasons in New York City, Boston, and Washington, D.C., came together to create a family-focused offer that appealed to the North East drive market during the popular summer months.
“Boston,
