A recent McKinsey report challenges the perception that luxury travelers are primarily older adults, revealing that 80% of high-end travelers are under 60, with peak travel spending occurring among those aged 40 to 60. This shift highlights the growing need for luxury hotels to cater to families, particularly those with teenage children.
From a design perspective, while the sophisticated elegance that appeals to higher net-worth travelers may seem at odds with the approachability and comfort desired by families, there is a way to combine the best of both worlds without compromise. Here are three design approaches for high-end hospitality that serve everyone from kid-free couples to multi-generational families.
Posh, but practical
The secret lies in curating furnishing and materials that reflect the upscale vibe of your brand, but that are also practical. There’s been a resurgence in the popularity of woven textures, and the production techniques used to create luxurious materials such as organza, tweed and brocade are known for both their unique finishes and durability. Additionally, new manufacturing technologies add an even greater level of resistance. By interspersing new, stronger fibers with traditional materials, upholstery, curtains, bedding and other soft surfaces can be stronger and last longer. Odor- and stain-resistant properties and anti-microbial treatments also keep fabrics looking and performing like new.
For kid-friendly flooring, carpet tiles are the way to go. It’s somewhat of an industry secret that many luxury flooring brands offer carpet tile-style products that look like traditional high-end carpeting, not the semi-industrial synthetic squares you envision. However, when a section is stained or damaged, as often happens with children in the mix, just that small portion can be changed out – saving time and money and keeping a space looking flawless. Other flooring secrets include laser-cut tiles that look exactly like real wood, which offer the warmth and aesthetics of natural flooring with the durability and easy maintenance of tile.
Selecting furnishings that strike the balance of bespoke yet robust is important, too. In general, opt for lower-profile furniture, which tends to be better for children, and mix and match with pieces that often look even better with age – and those inevitable dings and scratches we can call “character.” The combination, when done right, creates an atmosphere that feels exclusive yet functional.
Just add water
One of the biggest challenges with inter-generational travel is finding something that entertains everyone, regardless of age. That, we’ve found, is water. But how do designers create that vibrant, active environment for children that is also relaxing and pampering for adults?
Since the post-pandemic resurgence in resort activity, we’re increasingly called upon to design cabanas for our luxury hospitality clients, which gives adults a quiet retreat while still being present poolside. With all the comforts expected at a four- or five-star resort, the cabanas offer an elevated experience for all ages with comfortable furnishings for relaxing, dining or perhaps enjoying a spa service, in the privacy of their own space. Think a private bathroom, refrigerator, large-screen television – all these are increasingly common inclusions in the luxury cabana design.
Make it “Instagrammable”
Consider your teen and tween guests as micro-influencers for your hotel brand. If you give them a space that’s “aesthetic,” as they like to say, they will most certainly post it. And with more than five million posts with the hashtag #luxuryhotel, your property will be in good company.
Having a ‘Gram-friendly hotel is more than just child’s play, however. It’s an integral part of a strong marketing campaign – and can even land your property on the Forbes Travel Guide’s Most Instagrammable Hotels in the World.
Now, we’re not talking about having a set-and-repeat or other obvious photo prop. Because we still want to align with the sophisticated experience guests expect, the best examples of this concept are not the kind of set-and-repeat or another obvious photo prop that you might find at theme parks or visitor centers. Instead, your spaces should focus on design vignettes and moments within the guest experience that call for a photo capture.
For example, the lobby at the Fairmont Kea Lani, located on Maui’s Wailea coast, includes an immersive, open-air cultural center dedicated to sharing the history and traditions of the Hawaiian people. It is the ultimate photo option for ‘Grammers looking for that classic Hawaii backdrop. The space is just as functional as it is beautiful, designed for activation with events like lei-making, ukulele lessons and Kōnane (traditional Hawaiian checkers) matches.
With the world’s changing luxury traveler demographics and more desire for multigenerational experiences, considering your younger guests when designing or updating your high-end hospitality project will ensure your property is a top choice for families and may become a place they return to for generations to come.
Story contributed Miriam Torres, co-founder, Parker Torres Design.
