Managing director Lisa Fitzell, who joined the operator last year, said the launch of the programme was in response to customer behaviour.
“When we analysed our bookings, it became clear how much family business we had – at the same time, we’re aware of how much more adventurous families are now and that they really want holidays that create richer memories,” Fitzell said.
The 192-page brochure divides its adventure suggestions to “age-appropriate” activities, with ideas for children aged five to eight years old, 8-12s, or teenagers. Product includes a South African safari, an Iceland trip and an Alaska cruise.
Destinations such as Canada, Indonesia, California and Costa Rica also feature more heavily in the families programme.
Fitzell said she also looked to the team at Elegant Resorts for input on what families need: “Around 80% of us have children and are travelling all the time, so we used that experience and expertise to create the programme too.”
The brochure also includes many beach properties handpicked for their “differentiated” kids’ clubs and activities, and it also marks the first time a travel company has partnered with childcare services group Worldwide Kids.
Elegant Resorts said families will be able to pre-book children’s places at all the featured clubs for free.
Clients can also access the Family Concierge to help arrange services such as pre-booking nannies or organising airport assistance.
Fitzell added that the new role for Jon Hardcastle as head of agency sales was already showing success for the operator.
“Agents have responded really well to Jon joining us; he has been on the road a lot, and we have also introduced video updates on Facebook,” she said.
“Jon also sends weekly updates to the whole team; everyone internally understands how important agents are to us and that we are on their side.”
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