Kuoni has produced its first dedicated family brochure and is aiming to double bookings from the family sector over the next two years.
The brochure, launched this week, seeks to capitalise on a 7% spike in family bookings this year to date for Kuoni, led by the Maldives, Greece and Portugal.
Every hotel featured in the brochure has been visited by a Kuoni expert and is accompanied by a “tried and tested” box with helpful tips and insider knowledge.
The brochure highlights cruise, villa, safari, self-drive, ski and sailing options, all tailored for families.
“There’s no question families are becoming more adventurous, are willing to fly further afield and arrange multi- centre trips with children of all ages,” said Wendy Kenneally, Kuoni director of commercial and operations.
Kenneally told TTG destinations once associated with couples holidays, romantic breaks and honeymoons, such as Antigua, St Lucia and Barbados, were seeking to broaden their appeal and invest in the family market, offering activities ranging from zip-lining to surfing and diving.
She added Kuoni’s growth in the family sector was coming not just from short- and long-haul beach holidays, but from more complex adventure itineraries too.
“We’re seeing demand grow for safaris suitable for families and motorhome adventures in the US and Canada, and we’re making it much easier for agents to see family explorer itineraries,” said Kenneally.
Kuoni’s top family-friendly experiences include chocolate-making in St Lucia, dining with a local family in Mauritius, and embarking on an underwater cave adventure in Mexico.
Other activities, such as pinata making, children’s spa treatments and opportunities to visit orphaned baby elephants, all feature in the brochure.
Kuoni says it has sought to draw out activities and experiences families can do together, and focuses on resorts and destinations offering “more than just a kids club”.
The brochure offers holidays throughout Europe, Africa and the Indian Ocean, and is valid for departures from September through March 2021.
Accommodation options, meanwhile, include configurations for all types and sizes of families.