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3. Calgary Promotes Family Travel With its Stamps of Approval |
7. Introducing the Single Parent Traveler
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| Grandparents to Go! By Kaleel Sakakeeny With 65% of Americans over age 48 already a grandparent, and 95,000 Americans becoming new grandparents every month, it’s obvious why inter- or multi-generational travel is on the rise. No more leaving the kids with The Grandparents. Today the grandparents are on the road…and taking the grandkids with them. When Helena Koenig, owner and president of Grandtravel in Chevy Chase, MD., offered her first trip for grandparents and their grandkids back in 1987, she had thirty takers for her 4 itineraries. Today, the pioneer of Grandtravel offers twenty trips to upwards of four hundred grandfamilies, and her business just keeps growing. Koenig’s philosophy is simple but compelling: Today's grandparents live more active and independent lives than did their own, and are looking for creative ways to strengthen ties with their grandchildren. “So, why not,” she says, “offer an exciting idea – travel together as Grandtravelers!” With 65% of Americans over age 48 already a grandparent, and 95,000 Americans becoming new grandparents every month, it’s obvious why inter- or multi-generational travel is on the rise. After five trips with Grandtravel, George Martin in Mocksville, NC., can’t wait for the next one and he says he may have to rent a grandchild. Koenig and her staff realize that grandparents and their younger charges have decidedly different emotional and physical needs, so the company’s itineraries feature activities that the grandchildren will enjoy with other grandchildren…but there are also activities marked “Grandparents Only.” Grandtravel offers a wide range of national and international trips designed by educators and travel specialists to balance the needs and stimulate the sense of adventure of these intergenerational travelers. Koenig has just launched First Tours with itineraries exclusively for parents and children. Box Who Can Go? Grandchildren of any age, but ages 7 to 17 are ideal. Accommodations & Meals • Most meals are provided • Grandtravelers can share rooms, opt for adjoining rooms when available or separate ones. Most are doubles, but extra beds are usually available. Book It! 800-247-7651 www.grandtrvl.com |
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Calgary
Promotes Family Travel With its Stamps of Approval By Kaleel Sakakeeny “We want to be sure families are as welcome in Calgary as any other kind of guest!” At first glance, Calgary, Alberta (Canada) looks like any other big city, another bustling metropolis. But a closer look reveals a kinder, gentler city, and one of the few, anywhere to actually have an office called Child and Youth Friendly Calgary (CYFC www.childfriendly.ab.ca). “Child and Youth Friendly Calgary was designed to promote Calgary as a very family-receptive, family-friendly destination,” says Wendy Kennelly, Communication’s Director for the organization. “We want to be sure families are as welcome in Calgary as any other kind of guest!” Their bright web site is a terrific resource for families seeking restaurants, accommodations, attractions with the “stamp of approval” from the CYFC. “The image of a happy sun, brightly shining on a mountain top in our Family Guides,” indicates attractions that have met strict family-child friendly standards,” Kennelly said. But as one official told me, the clever logos are really “badges of courage,” because suppliers have to work exceptionally hard to earn them. Organizers of the accreditation program, started in 1992, say it’s the first of its kind in North America. And the CYF does more than pay lip service to its process of rating and evaluating of attractions, hotels, restaurants and other visitor facilities. They send teams of about eight Calgary kids to inspect and evaluate properties. Kennelly says the kids range in age from 4-15, and are accompanied by a staff member. “Their job,” she says, “is to come up with a report card that grades a hotel or attractions in terms of its services and amenities.” A restaurant, for example, can’t just have the same old kids’ menu. The team has to find the food exciting and healthy too. There are a few tales of successful business people “sweating it out” as the team judges whether the toilet bowl is too low (or high) in an otherwise deluxe hotel room, or if the coffee maker is too close to the bed and can be accidentally jarred causing burns. Jeff Hessel, Director of Public Relations at the Calgary Science Center recalls his accreditation visits when teens and younger kids came to check-out the exhibits. They later went on the radio, he says, and discussed their findings. “It was tough, and you never know what they’re going to say!” Calgary is a young city, so the family emphasis makes sense. The average age is between 30-35, which may explain why so many young families were “out and about” walking the city’s broad streets and taking advantage of its attractions. Even the airport manages to take the stress (and boredom) out of traveling with its Spaceport, a high-tech entertainment and educational facility that combines aviation, space exploration with telecommunications technology. Kidsport, a departures-level play area, has a mini jumbo jet, TV/playroom combination, a child-height washroom and a nursing room for mothers. Cleverly, Calgary designated the downtown area as a “free fare zone,” meaning the modern, comfortable street cars ( C-Train) are free, which makes it easy and inexpensive for families to explore the city. They often take the train one-way, then enjoy the five -block walk back along fashionable, Stephen Avenue Mall. This pedestrian-only street is festooned with hanging flowers and lined with specialty shops, pubs and restaurants. Tables spill onto the sidewalk. There are kooky sculptures that spout music from hidden speakers, and in bad weather, the shops, restaurants and offices are accessible through a glassed-in walk way (Plus 15) that connects the whole thing. Calgary, like Denver, bills itself as “the gateway to the Rockies.” And the mountains form an impressive backdrop to the miles of plains that surround the city. But there’s plenty to do in the city itself, especially in the summer when it stays light until 10:15 or so. Calgary’s Big Attraction…and Agent Commission Deals Calgary’s defining event is the Calgary Stampede, a 10-day extravagant celebration of everything western. Every July, the Stampede literally takes over the city and fills the streets with cowboys and wannabe cowboys, free pancake breakfasts, parades, square dancing , lots of cowboy outfits and a touch of western madness. • Look for the Chuckwagon races, ($600,000 to the winner), bareback riding, calf-roping, steer wrestling and, yes, bull riding. • Lots of trade booths, stunt teams, parades, bands, floats… every thing western. • The web site (www.calgarystampede.com 1-800-661-1260) lists general information and commissionable Travel Packages with names like Grin With Your Kin; Cattle, Rattle, Paddle and Saddle Package. • The company Creative Western runs the travel/accommodations package for the Stampede, and will customize packages for agents. E-Mail: calarystampede@creativewestern.com • A major family Calgary event is the International Children’s Festival (403-294-7414 www.calgarychildfest.org) Every May (24-28, 2005) this popular springtime festival features performances from all over the world. Music from Africa, China and Ecuador mix with stories from many countries designed to link children to cultures beyond their borders, heightening global awareness. Very popular. Selling Points • Calgary is a jumping off point for day trips to the Canadian Rockies and the resort towns of Banff and Lake Louise. • The Western themes and Cowboy Trails are strong lures for kids and parents. • The Child and Youth Friendly Calgary web site and Guide take all of the guess work out of planning a family vacation in Calgary and the Rockies. www.childfriendly.ab.ca • Alberta is the only province in Canada with no provincial sales tax, a savings of 5-10% above favorable US dollar exchange rate Reservations: (800) 896-6878 . Rate code ECEQ. Oct 30, 2004-January 30, 2005 Calgary Marriott 110 9th Avenue SE Calgary, Alberta T2G 5A6 www.marriott.com |
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Antigua Adventures…for Families By Kaleel Sakakeeny But the Jolly Kidz Club, a rainbow-hued fun-house on the beach is the heart of this all inclusive family program. The litmus test on just how receptive a family destination actually is to families takes place first at the airport. So when the female immigration officer in the orange-sherbet colored arrival hall of the Antigua-Barbuda airport took a family of six (four children and two parents) in hand, and laughingly expedited their passage through officialdom, I was encouraged. Their back packs in place, the parents greatly relieved, they were heading to Jolly Beach Resort. Others were heading to Hawskbill Beach Resort, two properties with defined and well-functioning Family Travel Package and Programs. Unfortunately I couldn’t see the kids’ reactions to the meandering herds of sheep and goat (with a few cows to liven the mix) that hang out the road to the resorts, and meander just a few feet from the airport Hawksbill Resort, fifteen minutes from the airport and St. Johns (Antigua’s capital), is a series of tropically furnished, comfortable, open-air style, white bungalows on an arc of land that forms natural coves and four beaches. The bungalows feature the gingerbread design characteristic of the Caribbean, and between them and the water lies a broad expanse of grassy land and palm trees, ideal for family gatherings or games. Peter Ramratan, the General Manager, and father of three, says that the family market is “very untapped” in the Caribbean. “It really needs to be promoted,” he told me, “and we’d like to take the lead in promoting it.” Ramratan points proudly to the number of multi-generational family members that come here, most of them for repeat visits. “We have grandparents, parents, grandchildren here because it’s such a private getaway with the small coves, four beaches and “comfort level’.” Ringed by mini-mountains and studded with lots of flowering bushes, and bright Bougainvillea, Hawksbill is a very unpretentious place. And it’s a very secluded thirty-seven acres. There’s a small pool, a tennis court, patio restaurant…and tea time. The open air bar and dining room sits on a hill and may have some of the best views anywhere on the island. Ask Georgina, an 8 year old from Surrey, England. She’s here with her parents and some school chums, and she “loves it,” she told me. “It’s so pretty.” She especially likes playing table tennis on the beach and “buying things” at the Sugar Mill Boutique, an authentic stone sugar mill from when sugar was king here. Today it’s a cleverly redesigned shop selling local crafts and “treats.” Arlene Marsh, Marketing Coordinator, says most of the clients come from the UK because the company that owns the 37-acre resort, Kuoni Travel in Switzerland, markets mainly there. Kuoni also owns Discover Bay in Barbados. She and Ramratan are eager to attract the US market, she says. “Seventy percent of our booking come through Travel Agents or Tour Operators,” she adds. “While the Internet gives people instant access, we are seeing more and more that in today’s market, people want someone they can trust, someone with experience, and that’s a good agent or operator.” The family market is so crucial to Hawskbill, Ramratan said the resort plans to go “all inclusive” in December in a bid to attract more families. The Package: Hawksbill Family Club. Through November 30 Features: • 3 Nights/4 days for $450.00 per room, d/o • 1 child under 12 stays free in same room w/2 adults. • Second child under 12 pays $35.00 per night • Children 12-16 pay $60.00 per child; per night. Maximum of four people per room. • Adjoining room for 2 children $225.00 for the entire stay • Complimentary breakfast for all people in the room • Free use of non-motorized water sports e.g., kayaking; sailing. • Baby sitting available for $5.00 per hour (not per child) for up to two children. • Kids eat for $12.00 a meal. All meals are served buffet style. Accommodations • Standard room w/2doubles. Garden View. No a/c. Fans. West Indies-style décor…tropical prints. Includes: • 3 Nights/4 days for $450.00 per room, d/o • 1 child under 12 stays free in same room w/2 adults. • Children 12-16 pay $60.00 per child; per night. Maximum of four people per room. • Adjoining room for 2 children $225.00 for the entire stay • Complimentary breakfast for all people in the room • Free use of non-motorized water sports e.g., kayaking; sailing • Baby sitting available for $5.00 per hour for up to two children. One price. • Kids eat for $12.00 a meal and can chose menu item in advance. • One hundred eleven room property Best Deal: Upgrade: • $30.00 a night buys an upgrade to one of the attractive beach bungalows with separate, connecting room. On the beach w/a/c; coffee maker; min-fridge, phone. Family Program: Organized activities for kids are mostly seasonal: Santa arriving on water skis during Christmas; Easter Egg hunts at Easter. • Ten kids or more triggers a more ‘”formal” program. • NB: The resort provides free sailing lessons, water skiing, wind surfing until the sport is “mastered,” then it’s $10.00 an hour. • The Social Desk offers commissionable island activities like Jeep Safaris and Eco-Adventures. • Cricket lessons on Saturday often with Germans, American and UK guests Vs. the staff BOOK IT • 268-462-0301 Fax: 268-462-1515 • www.hawksbill.com E-mail: hawskbill@candw.org Jolly Beach Resort is as energetic as Hawksbill is “laid back.” The sprawling 462 room all inclusive sits on 40 acres of land and mile long sweep of impressive beach. This is a place for active families looking for lots to do including the Oasis Disco for kids 16 and older. Ted Isaac, General Manager, says he and his partners (Jolly Beach is privately owned by Antiguans) heeded the advice of their guests, past and present, who told them they needed a family travel product, an opinion reinforced by many tour operators, Isaac said. “We completed a 13 million dollar renovation,” he adds, “and now we’re ready to attract our most important clientele, the under 12 set.” To prove their point, within the last month Isaac and his executive team created a new program for the US market: Grab The Kids and Go!, popular in the UK, but not introduced I the US until now. Sprawling as it is, Jolly Beach is sculptured into small pockets of activities, creating several mini-oases that make the size manageable, and privacy possible. Flowered walkways connect buildings and beaches, and the blue, white and tropical design works well with the island’s environment. One of the two pools has a waterfall that’s a magnet for kids. But the Jolly Kidz Club, a rainbow-hued fun-house on the beach is the heart of this all inclusive family program. Shawnette Francis, the energetic Kidz Club coordinator, says a favorite activity is teaching kids (and their parents) how to “speak Antiguan.” There are lots of laughs as German, British, French and American kids (and grown ups) learn the lilting, tongue-twisting argot of the island where “It’s funny” becomes “Dis sweet me bad!” But if one can’t “talk the talk,” Kidz Clubbers also play Rounders (a British game similar to baseball and popular in Antigua), make postcards based on Antiguan life, play Bocce, volley ball, Tye-dye T-shirts compete in Hula Hoop contests, and make eco-oriented arts and crafts from beach shells. Evenings there’s family entertainment presenting “fire eaters,” or a steel band, and on weekends, rousing, international games of Beach Soccer There were as many families as non-families, and they came in ages from 3-year olds to teens and grandparents. Families were in the classier restaurants…or eating a burger while they played pool, or a pickup game of soccer on the beach, girls included. Best of all, there was no unruly behavior for such a big property, and staff and families connected exceptionally well. • Kidz Club is open 9-5, daily and is for children 3-13, though older children often show up to help with the younger ones and enjoy the activities. • The program is included in the package price, as is use of Sunfish, Hobie Cats, wind-surfing, pedal boats and kayaks. • Staff will take children to lunch if other arrangements have not been made Grab the Kids and Go! • Superior Queen Room w/2 Queen beds w/a/c; TV; phone; mini-fridge; hair dryer, balcony and ocean view • Children up to two years always stay free. • One child 3-11 stays free; additional child 3-11 pays $40.00 Maximum of four people per room. • Twelve and older pay adult price. • Complimentary crib or cot available when reserved in advanced Cost: $170.00 per adult per night through December 20, 2003 Includes; • All house brand beverages • All meals except supplemental items like lobster. • All non-motorized sports; gym; disco; entertainment; use of guest games and facilities • Participation in the Jolly Kidz Club • The 18 percent tax and gratuities Book It • 954-653-0191 (Caribbean Resorts. Florida) Property: 268-462-0061. Fax: 268 562-2302 • www.jollybeachresort.com on line booking • E-mail: info@jollybeachresort.com |
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An “A” for
Family Travel at Alaska’s Alyeska Resort By Kaleel Sakakeeny “The family friendly and helpful attitude of the staff are a big selling point. They’ll arrange any kind of Alaska adventure for you, however minor, so my clients get the wilderness they want but the luxuries too.” Travel Agent From the glass enclosed tram gliding silently up the 2,300 foot Glacier Terminal the Alyeska (Alley-Eska) Resort is impressive: a solitary gem in the dramatic setting of sculptured mountains and rugged peaks. Nestled in the impressive Glacier Valley, adjacent to the Turnagain Arm of Cook Inlet and surrounded by the Chugach Mountains, Alyeska is about 40 miles south of Anchorage. It’s a short drive along the Seward Highway, but one long on beauty. National Geographic Magazine dubbed the drive one of the nation’s top ten scenic byways, and lucky visitors can spot playful Beluga Whales and Dall sheep. Up close and personal, the 307-room, chateau-styled Alyeska Prince Hotel, the resort’s crown jewel, combines Alaskan wilderness with four-diamond luxury. And that, according to travel agent Karen Seifer at Micris Travel in Commack, NY, is exactly what makes Alyeska so compelling to families. “It’s the one place I book people into and never get yelled at,” she said. “We can’t go wrong. People come to Alaska for a wilderness experience, the kind they see on the videos, and Alyeska gives them that. At the same time, it’s accessible for families, has an excellent concierge service and offers the kind of luxury that makes guests feel pampered.” One of eighty-seven, Japan-based Prince hotels, Alyeska boasts an unusually friendly staff and conveniences that include a range of shops, fireplace-heated lounges, comfortable sitting rooms, ski and gift boutiques. The cherry wood lobby has a diorama that changes texture and shape every seven minutes as the lights shift, illuminating different features of the Alaskan landscape. Of course there’s the obligatory stuffed bear. Seifer says her families especially like the connecting rooms the suites and restaurants, but, she adds, “the family friendly and helpful attitude of the staff are a big selling point. They’ll arrange any kind of Alaska adventure for you, however minor, so my clients get the wilderness they want but the luxuries too.” Seifer strongly recommends agents book Alyeska as an “ideal pre or post cruise extension.” Because Seward, where many cruise ships turn after the Vancouver-Inside Passage journey, is only an hour or so away, an Alyeska booking is a natural summer or winter family add-on. Guests can take the short train ride from Seward to Girwood and get picked up by Alyeska, or travel by motor coach from their cruise ship. Or make the short drive from Anchorage. The resort receives about 782 inches of snow on average Still most people don’t think of Alaska as a ski destination. So the good news is that the resort boasts both short lift lines (nine of them) and smaller crowds, always a boon for families. The trail systems for both night skiing and world-class day skiing are comprehensive with 2,000 feet of lighted, vertical terrain…and 68 runs, most of which are perfect for intermediates. And there’s also snowboarding, snowshoeing, Nordic skiing, heli-skiing and dog sledding. However tempting it is to think of Alyeska as a winter family vacation, with summer temperatures averaging 60-75 degrees ( a happy accident of its proximity to the Gulf of Alaska and warm Pacific Ocean currents) it’s very much a summer family vacation destination too. The Levine and Gounis families, both of Long Island, have two sets of kids; 8 and 12; 17 and 14. For them, the horseback riding and hikes were the best. The food, of course placed very high, and the aerial tram? In their own words, “Who gets to do that everyday. Except here!” Winter or summer, the views from the rooms are exceptional. Ringed by the Chugach Mountain range with its impressive glaciers, and set among the tall pine trees of an actual rain forest, the Alyeska Prince promotes all this with a savvy family travel deal: the Summer Simple Pleasures Package ( June 1-September 30. See below), which takes full advantage of the resorts location on 1,500 acres and the long summer nights. “Family Travel is vital to our business,” says Melissa Tyler, Director of Marketing at Alyeska. “In fact, we’re increasingly concentrating on the family travel market and are developing more and more programs for this market for both summer and winter.” Tyler says that about 50% of their business is from travel agents, a figure she hopes to increase by making more innovative family travel packages available for agents to sell as the land component of an Alaska cruise… and as a stand alone destination. “We have it all,” she says. And as one mom said, “ I feel very safe here. We have towns nearby, all this nature, activities, but mostly I don’t have to worry about my kids here. They can come, go, have fun and I know they’re fine.” Alyeska has several restaurants from the casual to the more formal which features game ands seafood specials. The 7 Glaciers Restaurant is 2,300 feet above sea level with a spectacular view. The Package (June 1-September 30) The Summer Simple Pleasures Package includes: • No resort fee • Standard room with 2 double beds or one king, approximately 216 square feet, for two nights • Children 17 and under stay free • Kids seven and under ski/tram ride free when accompanied by an adult • Choice of four tickets on the Alyeska Tramway or bicycle rental for four • Heated towel racks • Complimentary in-room movie Amenities include: • External room doorbell • Bedside controls for lights and “Do Not Disturb: sign TV with pay-per-view • Wireless Internet connection via TV • Coffee maker, iron, iron board and safe • Mini-refrigerator • Two bathrobes and slippers And uninterrupted views of the mountains and rainforest Cost: $329.00 per room for two nights. Total cost Upgrade: Junior Suite for $40.00 with double beds or one king, some with connecting rooms. Additional Beds and Cribs: Available for $25.00 (rollaway bed); $10.00 for cribs. One time charge only. Baby sitting and community day care available. Guest Special Alyeska offers its guests a special Northern Lights wake up call. From late August through mid-April, guests can opt to be called to view the Northern Lights. Robes and slippers are provided. Included Summer Activities Complimentary family activities include: • Special Guided nature walks and hikes with local naturalists • Access to extensive bike paths • Use of pool, sauna, full-equipped fitness room, hot tub, Jacuzzi, and board games • Blueberry walks and blueberry picking, arts and crafts activities, live music and lots wildlife sightings • Summer glacial snowshoeing. • Planned is a family pavilion with live music, cookouts and summer games. Bike and snowshoe rentals are extra. Book It! 1-800-880-3880 www.alyeskaresort.com E-mail: rooms@alyeskaresort.com Attractive Commissionable Family Add-Ons. • Kenai Fjords Tours (March 22-October 5 907/276-6249. 800 478 8068 www.kenaifjords.com), combines a journey on The Alaska Railroad with a dome car providing 360° views. and the Kenai Fjords National Park Tour. Puffins, eagles, sea lions, Humpback and Minke whales and the Aialik Glacier are the attractions. Meals are included. Commissionable at 10% • Alpine Air. Flight seeing, Fixed wing and Helli tours 907-783-2360 • Class V Whitewater. Rafting, Kayaking, Fishing 907 783 2004 • Chugach Express.. Dog sledding and Kennel Tours. New: Summer dog sledding on glaciers. 907-783-2266 • Crow Creek Mine. Panning for gold and sightseeing 907-278-8061 Lifetime Adventures. ATV, Biking; Kayaking. 907-746-4644 Family Favorite Hot Tip • Alaska SeaLife Center (Seward 800-224-2525 www.alaskasealife.org) No sea-life tricks and games, but easily one of the most visually exciting and educationally sound, working “sea museum” anywhere. Agent discount of 20% to be passed on to clients or kept as commissions. Families will appreciate this suggestion. On Resurrection Bay. Nearby Family Favorite Attractions: Anchorage Alaska Native Heritage Center (800-315-6608 www.alaskanative.net ). A small, authentic collection of Native Alaskan crafts and history. Interesting performances include story telling, native dance lessons and village site tours. • H2Oasis (www.h2oasiswaterpark.com) Opening in late April, this is Alaska’s only water park. • Anchorage Museum of Art and History (907-343-4326 www.ancchoragemuseum.org.com) A terrific children’s museum with innovative exhibits like Toys and Games in Art and Found Objects. Parents will like the airy, open presentation of Alaskan art, history and culture. |
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Parent Travel By Kaleel Sakakeeny “The kids had a great time at family-oriented resorts,” she said,
“but I was alone”. Most of the guests either were couples or had no kids and
didn’t want my company. It was a pretty lonely experience.” |
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Introducing the Single
Parent Traveler By Kaleel Sakakeeny Brenda Elwell is a single mom who’s traveled solo with her kids for twenty years, but chafed under the realization that she and single parents as a group were “woefully neglected by the travel industry.” She says that travel suppliers make the same mistake: they assume the needs and desires of single adults traveling with kids are the same as double-parent families. So, Elwell did something about the problem: she wrote what may be the definitive book on single parent travel: The Single Parent Travel Handbook (GlobalBrenda Publishing, Secaucus, NJ, 2002, www.Globalbrenda.com) covering everything from Documents and Vaccinations to Planning, Money Matters and the trip itself. After completing her CTC thesis on Marketing Travel to the Single Parent, she opened her own single parent travel company: Single Parent Tours. Family Travel Editor, Kaleel Sakakeeny, talked with Ms. Elwell about the needs of growing single parent market. Go Travel: You say that more than one-quarter of all US households with children are headed by a single parent. But how does this translate into numbers? BE: Well, that means there are 16.5 million single parent households in this country, and many more non-custodial single parents. And that doesn’t even include married adults traveling alone with their kids, or how about single grandparents and their kids? Then add to that gays who have been adopting children, but often travel alone with the child. This is a huge “non traditional” market. Go Travel: Obviously Single Travelers are different from Single Parent Travelers. They have a lot in common but still have different needs. BE: Single parents, by necessity, are working parents. As such, when they vacation with their child or children, they want to spend quality time and fun time with them, not escape from them. Single parents are not part of a couple nor are they "swinging singles." They are looking for family activities that both parent and child can enjoy doing together. Go Travel: But what specifically do these Single Parents want that they’re not getting presently from the travel industry? BE: The single biggest need is to eliminate or at least reduce the so-called “single supplement charge”. That amounts to penalizing a person just because he or she is single. About a year ago, for example, Sandals Hotel contacted me to help them develop a single parent family program for their family-oriented Beaches properties. Their previous attempts at attracting single parent families were unsuccessful. I told them to do 3 things: 1) Eliminate the single supplement. 2) Create family fun activities that kids and adults do together. 3) Create activities where the adults can interact together as adults (such as a cocktail party) while the kids are busy being entertained separately at, say, a pizza party. Beaches reduced the price of their rooms for us, and they did so substantially. This in my mind is equivalent to eliminating the “single supplement” if that’s the term we want to use. Beaches selected a “soft” week, the last week of August to promote their Single Parent Week. Working together, Beaches Hotels and Single Parent Tours (my company) marketed the special. Forty-two single parent families participated. (41 single moms and one very happy single parent dad). Go Travel: But didn’t Beaches lose money? BE: Actually, any loss was more than offset by the gain in revenue by selling many more rooms than normally would be sold during that off-week. Plus they attracted a new travel group, single parents, who won’t forget. And of course they generated lots of good will, and who knows, maybe their kids will vacation at Beaches when they grow up! Go Travel: So it obviously worked? BE: Yes it did. The atmosphere was very celebratory. Without exception, all the single parents and their kids had a wonderful time and many new friendships were formed as families discovered they lived in the same city, such as New York City or Los Angeles. Go Travel: What’s the profile of these single parents, I mean income level, background and mostly, what are their travel patterns? BE: These single parents come from all income brackets, but typically they’re between 30 and 50 years old, and take one to two vacations a year. The majority, two-thirds, fly to their destination and the other third drive Go Travel: Without revealing your own trade secrets, how can travel agents best sell to this market and address these issues? BE Obviously the first thing is to be sensitive to this market’s needs as we discussed. From a marketing point of view, I’d look into www.parentswithoutpartners.org and check them out. I also find churches and synagogues are a rich source of clients because they often strongly promote single parent events and groups. Or (she laughs) agents can come to us. Single Parent Tours (877-G0-SPT www.singleparenttours.com) right here in Secaucus, NJ. |
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