One of the increasing trends we are seeing in today’s travel scene is the changes in spending patterns in parents with young children. This article presents the case for increased catering for children in luxury resorts and five and six star accommodation.
With shifting patterns of wealth, demographics and social structure, we see a change in the holiday patterns of young hip parents with little kids. No longer content with the standard everyday budget motels and caravan parks their parents, the baby boomers, the not-so-young gen X urban elite are taking to the skies and the resorts in style, and bringing the kids!
Children are now the fashionable accessory for the new wealthy urban elite dominated by the internet media. As family size shrinks, divorce rates soar, and women have babies later, vacation time is a precious commodity. While maintaining an ongoing high profile career, the demands of time pressure mean that families have less time to holiday together, more cash, and subsequently demand better service, higher level of facilities and real quality in their travels.
This is a trend which Hoteliers, marketers, airlines would be very courageous to ignore. Mothers days lunches in leading luxury hotels in major cities such as the Four Seasons in Sydney are hosting a childcare package with DVDS, kids’ party food, biscuit decorating in a posh room adjacent to the main dining area where parents can happily quaff expensive French Champagne for hours and hours while the kids are entertained. Cost to implement- practically nothing. Price for the adults… anything you want to charge them, the more the better… and they will tell their friends. This is a point where price does not actually matter. How much would you pay for the privilege?
Time starved, exhausted, multitasking supermoms are not asking, but demanding a better level of care and service from the companies that have previously overlooked them, and their offspring. Even one of the leading hotels in the world, the Palazzo Versace in Queensland’s Gold Coast has buckets and spades in the swanky resort pool with subtle and distinguished signs indicated the preferred area for Families.
The traditional role model of Stay at home mom is a shrinking group and increasingly women are returning to part-time work when the kids are at school age. The rise and rise of the new entrepreneurs with their demands for lifestyle and branding, mean that time is the most precious commodity. If you only have two weeks to spend with the children, travelling somewhere in the world, will you fly cattle class or upgrade for the short but amazing experience? Will you spend your cash in a little dinky motel, or etch some worthwhile memories in the hearts of your little ones by splurging on some swanky Resort. These parents will do anything for their kids.
Where do the time starved, young urban elite new rich go on holidays and what do they actually want to do? The time for tightening the belt is not on the precious family vacation. Young families with children are a growing force in the Luxury accommodation and travel, as are grandparents with little children who are intent on spending the kid’s inheritance. Last check bounced? At least you’ve enjoyed the ride.