Family holidays are “getting an upgrade” with globetrotting parents booking more adventurous trips, according to Kuoni.
Instead of a traditional fortnight in the sun during the summer holidays, the operator is seeing increased sales for more complex overseas breaks in February, May and October half-terms.
Demand is rising for adventurous trips to the likes of Kenya, Thailand, Sri Lanka, Mexico and the Caribbean, said Kuoni, with overall family bookings up by 10% over the past year.
For families travelling predominantly with primary aged children, Kuoni has seen growth of nearly 60% to Africa and Thailand, thanks to the wildlife-rich experiences that can be partnered with beach resorts.
A 20% growth in family bookings during school terms indicates a growing demand for resorts catering to parents with babies and toddlers.
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Mark Duguid, Kuoni managing director, said: “We’re seeing innovation like never before in the family travel market; it’s a growth area and we’re adapting our approach to bring the best of family holidays around the world into one place.
“Many of our own team travel with families so know the hurdles and can help to smooth the way.
“A generation of parents who are used to travelling in style want to continue to do that with their children, partners and even their own parents in tow and hotels are investing in all sorts of villas, multiple-room suites, nanny-services for mini globetrotters, playgrounds, cool hangouts and activities.”
He pointed to Windjammer Landing in Saint Lucia as one example, with its in-villa nanny service, bottle-warmers, sterilisers and pureed baby food.
Sani Dunes in Halkidiki (pictured) offers kids the chance to take part in a Bear Grylls Survival course or Rafa Nadal tennis academy, while another trend sees parents mixing a beach resort stay with a visit to Athens “to bring the classroom to life”.
For parents travelling predominantly with pre-school children the biggest growth destinations are the Indian Ocean and Caribbean, growing 45% over the last year, showing how these families can take advantage of all-inclusive stays particularly during shoulder periods.
Kuoni’s turn-of-year campaign in 2023-2024 was aimed at broadening its appeal to families, with adverts on TV, online and in print.
- Kuoni is giving one agent the chance to win a Kuoni family holiday voucher worth £5,000 to celebrate its enhanced collection of family-friendly holidays. The operator’s latest trade incentive runs from October 1 to November 30, with all bookings made during this period entered into a prize draw. The winner will be chosen at random.