How can tourism companies appeal to families?

Going on holiday as a family is a wonderful experience, but it can also be quite stressful. While adventures and shared fun boost childhood development and strengthen family bonds, the hassle of arranging transport, accommodation, and all the little extra things children need can be overwhelming for parents – but it doesn’t have to be that way.

Family vacations present a big opportunity for the tourism industry, however tapping into this market means catering to a wide range of ages and interests. With careful planning and a focus on what families value most, companies can successfully attract family travelers, turn them into loyal customers, and generate positive word of mouth to keep their business thriving.

Here, we explore some key ways tourism companies can make sure they are appealing to visitors of all ages.

Family days out can include babies, toddlers, children, teens, adults and even grandparents, so you’ll need to craft packages that cater to a wide range of age groups. For example, in a resort, you could offer:

• Younger kids: Playful activities such as treasure hunts and beach games can be combined with calming activities such as movie clubs, where young children can simply chill out.

• Older kids/teens: Mix in group activities such as watersports with social events such as mocktail making. Teens love to socialize with people their own age, so providing opportunities for this can be especially appealing.

• Adults: Offer plenty of opportunities for relaxation – think spa access or wine-tasting – paired with trustworthy childcare options.

Safety and convenience are top priorities for families vacationing together. Be sure to promote your safety standards by displaying certifications, ensuring accommodations are childproof, and providing 24/7 support and medical access. Having guides trained in first aid and family needs is a plus.

Flexibility is vital in family-first resorts. Follow easy rebooking and fair cancellation policies to build trust and remove any anxieties, and let your guests know about your policies upfront – it can also be a good idea to highlight them in all communications.

Simplify transportation by offering airport shuttles, car seat and stroller rentals, or pre-loaded transit cards. Making transportation easy lets parents unwind and focus on having fun with their loved ones rather than stress over logistics.

Go beyond the basics by introducing extras that make family travel fun and hassle-free.

A kids’ club or daycare with structured activities lets parents unwind while their children are entertained in a safe environment. Fun clubs that feature crafts, games, and splash zones are a huge draw for families – after all, it’s their holiday too.

Family-friendly amenities also make a big difference. Offering high chairs, crib rentals, childproof rooms, and menus that cater to picky eaters makes the whole experience better for parents – and don’t forget to install reliable Wi-Fi.

Including self-serve services like app-based check-ins, online activity bookings, or area maps gives families added autonomy and reduces stress during busy periods.

Clear information builds trust and makes it easier for families to choose your service over others where they have to hunt to find the answers to their queries or concerns.

On your website, you can showcase real families enjoying your offerings with authentic photos and videos instead of generic stock images, or ask your guests to participate in creating visual stories to help parents imagine their own family at your destination.

Detail is everything, and when taking a group away on holiday, it matters immensely. Clearly list room sizes, activity age limits, and any other logistics your guests need to know about for each service you provide. For bonus points, consider offering local tips such as the nearest grocery store, pharmacy, or hospital – this shows families you have their backs, and also helps to prepare them for their trip.

The best customers are often the ones that return year after year, so be sure to encourage repeat visits by offering family-focused loyalty programs with perks like upgrades or exclusive discounts. For a personal touch, follow up with a personalized message after each stay, thanking families for their custom and for choosing your business.

To succeed with families, tourism companies should offer engaging, flexible packages, prioritize safety and convenience, provide valuable extras, and communicate with clarity and authenticity. By focusing on what families need and want most, travel businesses can cultivate lasting relationships, ensure repeat business, and create memorable experiences that families will cherish for years. Now’s the time to make your offerings truly family-friendly – your future loyal guests will thank you.