For years, hotels have embraced a predictable formula when it comes to catering to younger guests. Common amenities such as miniature bathrobes, stuffed animals adorned with hotel logos, and simple coloring books have created a familiar yet stagnant experience for children and their families. This formula, however, is looking increasingly dated as families seek richer, more engaging options during their travels. A fresh perspective is urgently needed in the hospitality sector, particularly for families who often feel overlooked in urban settings.
A new consultancy based in London, Wandering, aims to redefine what it means to cater to younger guests and their families. Founded by Saar Shai and Alicia Zur-Szpiro, the consultancy is described as “the world’s first sommelier and atelier for all things kids, teens, and hotels.” What sets Wanderland apart is the background of its founders, who come from various domains such as toy design, game development, and educational technology rather than traditional hospitality. This unique outlook allows them to identify gaps in service and amenities for young travelers.
Wanderland recognizes that many urban hotels exhibit a certain myopic approach towards accommodating children. Co-founder Saar Shai emphasized that traditional hospitality giants often lack the imagination to think outside the box regarding family guests. This lack of creativity becomes particularly acute in bustling city environments where the demands and needs of families are often dismissed or poorly addressed.
To challenge this status quo, Wanderland is preparing to unveil its inaugural Kids Hospitality Report. This report, slated for release this November, will provide insights and innovative strategies drawn from effective practices within various children’s industries. The aim is to create a compelling case for hotels to rethink their offerings and invest in the family-friendly experience.
One of the standout features of Wanderland’s vision is the proposed implementation of a physical loyalty program specifically designed for children. Shai pointed out the glaring absence of such programs in the hospitality sector, despite their effectiveness as a marketing tool. The idea is to introduce collectible tokens that kids can acquire and trade for rewards upon their initial stay or save for future visits. This concept draws inspiration from the classic board game Monopoly, which successfully engages children by introducing them to the idea of currency, promoting excitement and enticement through the exchange.
By enabling kids to earn their first “wallet” filled with tokens, hotels could create a memorable, interactive experience that extends beyond traditional offerings. This not only helps forge an emotional connection between children and the hotel but also encourages repeat visits as families become invested in the experience.
Wanderland’s perspective shines when it comes to engaging older children and teens, an often challenging demographic for hospitality brands. Shai highlighted the development of an app called Surround designed to provide location-based audio experiences tailored to the interests of teens. Rather than following conventional educational audio tours, Surround seeks to integrate teens’ love for music and podcasts with their travel experiences in a subtle and enjoyable way. By doing so, the app avoids the pitfall of overtly “teaching” teenagers, respecting their penchant for exploration in a more organic manner.
Moreover, the incorporation of video gaming experiences aims to foster family bonding, urging hotels to provide setups that accommodate the entire family rather than limiting engagement to solitary play. This approach redefines family interaction during stays, promoting shared experiences that guests can cherish together.
Wanderland also recognizes that the vacation experience should be a balanced blend of disconnecting from daily life while still engaging with modern technology. Shai commented on the critical need for hotels to understand that completely ignoring digital engagement can alienate younger guests. Instead, it’s essential to integrate technology in a manner that enhances the guest experience without overshadowing family connectivity.
As families reevaluate their travel experiences, hospitality leaders must take heed of the innovative strategies proposed by consultancies like Wanderland. By reimagining how hotels cater to young guests, a better, more inclusive travel experience is on the horizon—one that speaks to the heart of family bonding and unforgettable shared moments.