Kuoni is responding to an increased demand for adventurous family holidays, moving beyond traditional sun-seeking breaks. Recent data reveals a significant shift in family travel preferences, with a 10% increase in bookings for complex overseas trips. Destinations such as Kenya, Thailand, Sri Lanka, Mexico, and the Caribbean are growing in popularity. The trend indicates a 60% surge in travel to Africa and Thailand among families with primary-aged children. Kuoni is offering incentives to travel agents to promote their expanded family holiday range.
In a notable shift from the traditional family vacation model, Kuoni has observed a substantial increase in families opting for more adventurous holidays. The travel operator reports a growing trend in bookings for exotic destinations such as Kenya, Thailand, Sri Lanka, Mexico, and the Caribbean, suggesting that families are moving away from the usual fortnight on the beach during summer. This trend is supported by a 10% growth in family travel sales over the past year.
For families with primary-aged children, the appeal of wildlife-rich experiences in Africa and Thailand has resulted in a remarkable 60% increase in bookings to these regions. This shift indicates a strong preference for holidays that offer both adventure and relaxation, with families seeking to combine wildlife exploration with the comfort of beach resorts.
Furthermore, there has been a 20% rise in family holidays scheduled during school terms, underscoring the demand for resorts tailored to parents with younger children, including babies and toddlers. Such resorts provide specialised amenities and activities that cater to both children and parents, aligning with a growing desire for hassle-free holiday experiences.
To capitalise on this trend, Kuoni has not only expanded its collection of family-friendly holidays but also initiated a campaign to enhance its appeal to families. The company’s latest initiatives include television, online, and print advertising aimed at showcasing their diverse holiday offerings and accommodating experiences for multi-generational travel parties.
Kuoni’s managing director, Mark Duguid, has highlighted the innovative approaches taken by hotels to attract family travellers. Properties like Windjammer Landing in Saint Lucia, which provide amenities ranging from in-villa nannies to baby food preparation services, exemplify the new wave of family-oriented accommodations. Such services are particularly appealing to a generation of parents accustomed to luxury travel, who now seek similar experiences when travelling with their children and extended family.
Part of Kuoni’s strategy involves running a trade incentive to encourage travel agents to partner in promoting their family travel options. The incentivisation includes a prize draw for a substantial holiday voucher, which is expected to galvanise interest and participation among agents in the promotion of these innovative family travel solutions.
Kuoni’s strategic response to the evolving family travel market highlights a significant shift towards more adventurous holiday experiences.
