5 Ways To Entice Family Bookings At Easter
Kids are king for hoteliers and restaurants looking to boost their Easter bookings. With family travel predicted to see an increase of 25% by 2022, engaging the interest of young guests and their (paying) parents is more crucial than ever. And, as schools break up for the Easter holidays, be sure to maximise profits and bring in bookings with a fun and family-friendly hotel.
Flexibility is key for family packages: ‘one size fits all’ is certainly not the case when it comes to families! Enabling customers to tailor bookings to match the size of their group and age of their children ensures that you will attract as many households as possible!
1. Family booking offers
The cost of kids’ holiday outings soon accumulates, so give parents a pre-holiday treat with money off their booking. Exclusive family packages offering great deals and money saving opportunities are an ideal way to attract parents. The adults arrive smiling, having saved on the ever-increasing cost of a family holiday, the kids can look forward to a great school break, and you have filled two rooms for five days plus – everyone’s a winner!
Many luxury hotel groups are already making the most of younger audiences:
- The Royal Garden Hotel– a luxurious, five-star establishment leading the way in family-friendly hotels offers a ‘Family Escape Package’ which treats guests to a saving of 20%
- The Landmark – entices families with their ‘Family Escape break’ (complete with an indoor camping adventure!)
- Rocco Forte hotels – offer family packages with 50% off a second room.
- Rocco Forte’s Sicilian hotel – is advertising exclusive Easter family deals featuring a balmy four-night break with 50% savings on the second room and two Easter dining experience.
2. Family-friendly hotels
Impress your guests when they come through the doors! Making your hotel or restaurant a family-friendly environment will keep parents frazzle-free and the kids’ content.
Adaptable family suites are one way to happy families; spacious, interconnecting rooms give groups adequate space to breath and offer children some independence under the watchful eye of mum and dad. It’s a good idea to ensure that family rooms are well-equipped with essentials such as extra blankets and drinking cups, and to make it easy for guests to request additional items like cots, car seats and bottle warmers.
Make adaptability the catchword in your restaurant, too: parents should be able to choose from a healthy children’s menu and add on child breakfasts with ease.
3. Children’s programmes
Keep kids entertained and give parents some ‘grown-up’ time with children’s activities and packages. Art sessions and dance clubs will amuse little ones, while movie nights are great for tweens and teens.
Many top hotels offer personalised entertainment services specifically for organising children’s activities. St James’s Hotel & Club in Mayfair, for instance, employ a dedicated kids’ concierge, while Surrey-based Beaverbrook Hotel
has an entertainment duo known as Sharky and George for arranging events and entertaining the kids.
4. VILPs (Very Important Little People)
Children want to feel important, independent and individual, so treat them as guests in their own right with customised service and personalised gifts. From welcome packs to embroidered bath robes, there are an abundance of ways you can spoil younger guests with services that give that little bit extra.
- Rocco Forte-owned Brown’s Hotel in Mayfair is a standout example, surprising little ones with inscribed toys and biscuits and letting older children relax in the exclusive teen spa.
- Taj 51 Buckingham Gate Suites and Residences, meanwhile, runs a complimentary ‘Taj Kids’ program complete with goodie bags, slippers and bath robes.
- The Landmark, likewise, offers children their own packs and bathing supplies.
Seasonal highlights such as Easter and Christmas are ideal for sprinkling a little family fun into your establishment. Most luxury hotels treat young guests to stockings, cookies and carol singing over the festive period, while Easter egg hunts in the spring are guaranteed to delight the young and young at heart!
5. Partnerships with local attractions
Capitalise on your hotel’s location by forming partnerships with neighbouring attractions and tourist highlights. Partnerships of this kind amplify the promotion of your hotel or restaurant and increase propensity for bookings.
‘What’s On’ or ‘In the Area’ website pages are a simple yet effective route to maximising your locale and providing parents with even more reasons to book – no one wants to hear groans of ‘I’m bored!’ on holiday. Local zoos, theatres and museums are perfect for city-based hotels, while rural resorts can keep adventuresome children entertained with camping trips and outdoor games.
Take a look at the partnerships formed by some of London’s luxury hotels:
- Dukes London organise ‘Picnic in the Park’ experiences complete with a children’s picnic hamper
- The Ampersand arrange private tours to nearby attractions like the Science Museum and local Harry Potter hotspots.
- The Langham is another fantastic example, partnering with Daunt Books to offer budding book worms a fiction-themed afternoon tea and author talks.
How to gain exposure
Make your hotel a first choice for parents by advertising your promotions on major social media platforms. As mentioned, partnering with local attractions will help to increase the awareness and reach of your premises, driving booking potential via 3rd parties.
Photographs of smiling children will only go so far – we recommend giveaway competitions as a sure way to thumb-stopping content.
It’s also a good idea to put your hotel on parents’ radars throughout the year. Offering children’s parties or hosting a film club, such as that run by The Soho Hotel, will help to keep your hotel at the fore!
Get imaginative with family-aimed fun and kid-sized treats this Easter – it’ll bring smiles all round!
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Article Author: Ellie Loxton