For years, family vacations have been marked by the same tired hotel amenities aimed at children: coloring books, plush toys adorned with logos, and basic activities that rarely engage the imaginative spirit of young travelers. Amidst this monotony, a groundbreaking consultancy based in London, called Wanderland, aims to transform the hospitality industry by infusing creativity and innovation into family-oriented hotel experiences. With a fresh perspective crafted by co-founders Saar Shai and Alicia Zur-Szpiro—who boast backgrounds in diverse sectors like education technology and entertainment—Wanderland seeks to reimagine how hotels cater to kids and teens, particularly within urban settings.
Despite the booming family travel industry, many urban hotels appear to be resting on their laurels. Shai highlights a significant lack of imagination in urban hospitality, where properties often overlook the specific needs of younger guests. Shai pieced together that hospitality professionals may be trapped in a cycle of traditional thinking, resulting in uninspired offerings that neglect to engage creatively with children. By challenging these limitations, Wanderland envisions an arsenal of innovative strategies designed to enhance the overall experience for families traveling with children, turning hotel stays into unforgettable adventures.
In an effort to solidify their vision, Wanderland will unveil its inaugural Kids Hospitality Report later this year. This document promises to be a thorough investigation that pulls insights from various children-focused industries, setting a new standard for hospitality frameworks. Wanderland’s approach will go beyond mere recommendations; it will act as a blueprint for hotels looking to innovate their family offerings. The consultancy’s insights draw from a rainbow of disciplines to propose initiatives that seamlessly integrate the needs and preferences of children and teens into hospitality practices.
One of the most compelling aspects of Wanderland’s strategy is the incorporation of a unique loyalty program specifically designed for children. Shai argues that treating children as valued guests—not mere add-ons to their parents‘ stay—is an important step that many hotels have yet to take. By introducing a physical collectible token system inspired by the board game Monopoly, hotels could innovate how they engage young guests. This shift would not only foster excitement but also give children a sense of ownership over their hotel experience, while establishing loyalty from a young age. The opportunity to collect and trade tokens would transform the hotel stay into a game, promoting exploration and interaction.
For older kids and teens, who can be notoriously challenging to engage, Shai suggests integrating technology in a thoughtful manner. Wanderland has developed an app named Surround, capable of delivering location-based audio experiences to enrich their travel narratives. Unlike conventional audio tours, which often come off as preachy, Surround aims to provide entertaining storytelling that resonates with teens. By allowing users to personalize their experiences, Wanderland respects the autonomy of older children, while still fostering a sense of connection to their surroundings.
Video gaming is yet another avenue Wanderland explores to enhance family interactions in hotels. However, instead of isolating children through individual gameplay outside of communal experiences, Wanderland proposes a collaborative approach. Families would enjoy gaming together, enhancing bonding moments during their stay. Offering multiple controllers and shared gaming setups cultivates unity, transforming gaming from a solitary activity into one that invites familial engagement.
Wanderland invites the hospitality industry to embrace disruption and creatively rethink how they engage family travelers. By tapping into the vast array of insights from children-centric industries, they are poised to fill a growing gap in urban hospitality. The shift from conventional to imaginative offerings could redefine family travel and create immersive experiences for children, ensuring that their hotel stays are not just a footnote in their vacation story, but a thrilling chapter filled with creativity and engagement. As the travel landscape evolves, it will be intriguing to see how these fresh ideas take root in hotels around the globe, setting a new standard for family-friendly accommodation that truly prioritizes the younger demographic.
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