Travel insights from Colette Baruth, Senior Vice President of Global Commerce and Distribution for AMResorts

Selling Family Travel

Travel trends may come and go, but one niche that is certain to remain strong, and is currently growing, is family travel. Children are no longer expected to simply tag along on a trip designed for their parents, nor are parents boxed into a kid-centric theme park as the only destination their children will enjoy. The options are endless, but to give clients the best experience possible when selling family travel, there are a few key factors to keep in mind. With families, as with any other client, it’s important to have a thorough understanding of the destination and its offerings. Also, agents would be wise to consider not only who is funding the trip, but also the ages of children and generations of adults taking part.

Knowing Your Destination

To successfully sell family travel, agents must have a thorough understanding of the destinations they are selling and what offerings are available. For example, when reviewing properties, they must know if they are family-friendly or adults-only and direct the families accordingly. Even among the family-friendly resorts there are further differentiations and knowing these details will help agents pair families with their perfect match. AMResorts® branded properties, for instance, include four different family-friendly brands each with its own distinct personality and atmosphere. Dreams® Resorts & Spas, Now® Resorts & Spas, Reflect® Resorts & Spas offer limitless gourmet dining options, top-shelf spirits, endless entertainment and more under Unlimited-Luxury® and Sunscape® Resorts & Spas provides 24-hour access to food and beverage options, including kid-friendly menu items, land and water activities for all ages and live music under Unlimited-Fun®.

In addition to the hotels and resorts available, understanding the location is critical in order to confidently present destinations that have something for each member of the family. If they are looking for a mix of adventure and relaxation, then consider a beachfront property proximate to exciting excursions. Do they all want to spend a week laying out leisurely? Then focus on finding a property that creates a relaxed atmosphere.

core zone gaming pods at now jade riviera cancun

Core Zone gaming pods at Now® Jade Riviera Cancun

Figure out the Family

There are two crucial pieces of information agents need to have about the family looking to travel before making recommendations, first: who is paying for the trip? If there are grandparents behind it, they may have more ability to splurge than a young family. Second, what are the age groups travelling? If all the children are young, it would make sense to suggest a resort like Reflect® Cancun Resort & Spa, which has an Explorer’s Club for Kids supervised by Red Cross certified staff, or Sunscape® Puerto Vallarta Resort & Spa whose kid-friendly program features a kid’s check-in experience with red carpet stairs, welcome treats and resort passports. Traveling with teenagers? Then a property like Now® Emerald Cancun with its Core Zone Teens Club including video games, ping-pong, air hockey and more may be a more suitable destination.

This question applies to more than just the children’s ages though. If there are young adults in the group, then a property with exclusive adults-only areas, like the adults-only infinity pool at Reflect® Cancun, is a great option. Is the group traveling with grandparents and young adults? Then properties like Now® Resorts & Spas where play and entertainment are just steps away from peace and quiet would be the way to go.

The Ultimate Family Vacation

By being an expert on the destinations and becoming an expert on each family, taking into account their priorities, budget and travel style, agents can present travel opportunities that not only meet but exceed any and all expectations. Plus, AMResorts® family-friendly branded properties are currently offering their Kids Stay Free promotion where up to two kids stay, play and eat free when staying in the same room as paying adults. For complete terms and conditions, see here.

For more information on AMResorts® branded properties’ corporate values, practices, and resources for travel agents, visit AMResorts’ supplier showcase.

About the Author

headshot of colette baruth

As Senior Vice President of Global Commerce and Distribution for AMResorts®, Colette Baruth is the lead for Global and International Sales Development, with the goal of expanding distribution to fuel and advance the company’s growth. Since joining AMResorts in 2011, Colette has boosted revenue growth at an average of 25% per year, positioned and grown brands in new markets, and successfully launched and distributed two new brands globally.

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