The latest Hilton Blue Paper – “Resort Travel Trends: What Families Want” – reveals that pools and water activities are the most important element of a family resort holiday, followed by spacious and potentially adjoining guest rooms.
The study explores top destinations along with the needs and preferences of parents and children when it comes to holidays. Hilton finds an increased interest in all-inclusive resorts, with 95% of U.K. parents and 92% of U.S. parents polled at least “somewhat interested” in this model.
Additional focus is given to the vacation planning process, today’s desirable destinations and the preferred components of an ultimate kids’ club experience. The report surveyed more than 1,200 parents in the U.S. and U.K. in June and July 2012 as well as 20 focus groups that separated mothers and kids in November 2011 in the U.S., U.K. and China.
Key insights:
- Pools and water activities are the No. 1 resort touch point for parents and kids, followed by spacious (and potentially adjoining) guest rooms and a variety of dining options
- Kids’ clubs are a highly valued resort amenity for families, as they allow kids to have fun and enjoy group activities while parents take advantage of some “me” time – key considerations for kids’ club use are safety, flexibility and diverse programming
- Top destinations for U.K. parents are their top choices of Disneyland in Orlando and Paris, Italy, Mallorca and Dubai
- An increasing interest in all-inclusive resorts, with 95% of U.K. parents and 92% of U.S. parents at least “somewhat interested” in this resort vacation option
- Mum serves as the family travel agent – researching travel options and seeking advice from trusted sources (including friends and family) before booking a family vacation
- While parents want to simply relax and create fond memories while vacationing, kids are most interested in fun pools and good food
The Hilton Blue Paper is released as the Hilton Resorts portfolio of more than 70 properties located throughout 28 countries continues to expand its global footprint with 17 resorts in development. It consistently offers memorable vacation experiences in the world’s most desirable locations – from Florida and Hawaii to exotic Mauritius, Seychelles and Bora Bora. The portfolio, which features 10 all-inclusive resorts with the opening of Hilton Puerto Vallarta Resort in October 2012, will introduce exciting beach and city resorts by 2015 in destinations including Argentina, Austria, China, India, Egypt, U.A.E. and Jordan.
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