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INSIGHT: Capitalise on the rise of the multi-generational holiday

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Unearthing a new target market for family travel has paid dividends for Luxury Family Hotels over the past three decades. Now, with new research highlighting that young parents are keen to take multi-generational holidays, it opens up a whole new revenue stream for you to capitalise on. We find out how Luxury Family Hotels are doing just that.

This trend of multi-generational holidays continues to remain popular.

New research recently released by Mintel revealed that 77 per cent of young parents aged 16-34 say they are interested in taking multigenerational holidays, wanting to spend quality couple time together and get help with their brood while they are away, with England the most considered destination when it comes to multigenerational travel (60 per cent).

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Luxury Family Hotels recently commissioned independent research specialists Kantar and brand and design consultancy dn&co to take a closer look at the needs of modern families and their expectations of what a luxury experience means today.  

This was the most in-depth research study by the brand in the last decade and will inform how Luxury Family Hotels will present itself to its guests – both digitally, experientially and physically in its hotel offering – and ensure that the brand stays relevant to today’s ever-changing demographics.

The qualitative research, which involved a series of eight focus groups with past, present and prospective future guests, was conducted in London, Bristol and Brighton during the summer of 2018, and unearthed some interesting results.

  • ‘Luxury’ takes on a new meaning with the addition of children. It becomes less physical and more experiential: i.e. not what a baby listening service is, but what it means for the family.
  • Re-learning ‘how to holiday’ with children is a scary prospect! The shift is so sudden, and no-one teaches you how to do it. Understanding the role of the hotel in facilitating this transition is pivotal and carries huge opportunity – this is the new definition of luxury.
  • Today’s families value celebrating the time families spend together and the places that facilitate that connection – places where family memories are created.
  • However, memories are not always made from ‘doing’ – having the time to just ‘be’ with your family is crucial.
  • As consumers continue to move away from traditional ideas of luxury, brands have to adapt by being ever more mindful of their customers’ desire to share an experience, create a memory, connect with each other, unwind and enjoy themselves — in a much faster time frame.
  • Consistent standards must be upheld, but individual hotels should maintain individuality under the Luxury Family Hotels portfolio – homogenisation is not appealing.

Adrian Burley, group marketing director for Luxury Family Hotels, says: “A luxury experience isn’t just about good service or beautiful surroundings. It’s about time well spent with those who matter most. As Luxury Family Hotels turns 30, the new brand captures our ethos and helps us bring our story to new audiences, in meaningful, compelling ways.”

A new Luxury Family Hotels website has launched to coincide with the brand rollout, which will be supported by a wider brand rollout.

The individual hotel brands now have more character, incorporating an animal icon or ‘mascot’ that are unique to the surroundings and location of each of the hotels.

The mascots aim to inspire every member of the family, adding a touch of sophistication for adults while being approachable and playful for children.

As part of the new brand rollout, Luxury Family Hotels is announcing the first phase of new investment into its five hotels. 

This winter will see a multi-million pound investment at Fowey Hall in Cornwall, with planned works focusing on a comprehensive refurbishment of the hotel’s bedrooms and facilities. Further significant investment for the other hotels in the collection will follow in 2020.

The Luxury Family Hotels portfolio was first founded by Nigel Chapman in 1988, when, looking for a career change, he decided to take the plunge and move into the hotel business, realising a gap in the market for luxury family travel.

He sold the family home in London and spent his savings on a 20,000 sq foot Grade-II Jacobean manor house, Woolley Grange near Bath and within the year had it up and running as a new hotel targeting the family market.

Fast forward 30 years, Luxury Family Hotels now boasts an impressive collection of picturesque properties including Fowey Hall in Cornwall, New Park Manor in the New Forest, The Ickworth in Suffolk and Moonfleet Manor on Dorset’s Jurassic Coast – with over 400 staff.

Nigel Chapman commented: “It’s pretty much gone full circle as many of the current guests who first came to Woolley Grange as children, are now bringing their own children along with grandma and granddad to enjoy quality family time and to create life-long memories.”

Tags : family marketMARKET DATA
Zoe Monk

The author Zoe Monk

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