The family travel market is thriving. In 2025, nearly half of all travelers (47%) chose multigenerational trips, marking a 17% surge from the year before. For hotels, this trend represents a powerful opportunity, but only for those ready to meet families where they are, with tailored offers and messaging that truly speak to their needs. Today’s family travelers aren’t just looking for rooms with extra beds; they expect tailored experiences, flexible policies, and value-packed deals that make them feel understood and truly welcome.
That’s why more hotels are turning to personalized marketing and exclusive family offers to capture attention and drive direct bookings. From dynamic content that adapts to each visitor, to seasonal campaigns that spotlight your family-friendly amenities, personalization is essential for capturing guests’ attention.
Let’s take a look at how some hotels are already putting personalization, data, and smart targeting into action to connect with families, and turn their interest into direct bookings.
Grano Hotels Solmarina knows that winning families over means turning every season into a story. By launching themed family offers on the hotel website, hotels can turn ordinary school breaks into unforgettable adventures, from sailing into the summer sun to celebrating Easter with magical seaside touches.
Through well-crafted Layers, hotels can showcase seasonal activities for every age, from sailing lessons, kayaking, and bike tours during the summer to festive surprises and egg painting at Easter. These targeted campaigns not only address the practical needs of traveling families but also create emotional connections, positioning the hotel as part of their holiday tradition.
Seasonal Layers highlighting family-friendly activities
By introducing dedicated family offers like connecting room deals, Hotel Napoleon shows they’re thinking beyond standard stays, creating space for comfort, convenience, and togetherness.
This example showcases a thoughtful family-focused offer: 50% off a second connecting room with breakfast included, all bookable directly on the hotel’s website. It not only simplifies travel logistics for parents but also conveys a clear message of flexibility and genuine care.
Layer showcasing a family-specific offer with a discount on connecting rooms
By promoting family-friendly deals directly in the booking engine and reinforcing them with an attention-grabbing message, hotels can ensure their direct channel message reaches families exactly when it matters most.
In this example, a themed “Family Adventure Offer” Layer is paired with a dedicated room package that includes complimentary sweets and breakfast for the whole family. It’s a smart way to create consistency across the booking journey, making the offer both appealing and easy to act on.
Tailored package offer promoting perks for families
To make their family offer impossible to miss, Hotel C Stockholm pairs a value-driven promotion with an animated GIF that instantly catches the eye. The result is a playful, high-visibility message that resonates with parents planning their school break getaways.
This example promotes a special offer where kids get their own room for just 500 SEK in central Stockholm, with breakfast included. The animated format adds warmth and energy, helping the offer connect emotionally while increasing engagement and click-throughs on the hotel website.
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Layer with GIF promoting a family city break
Families represent a high-value segment for hotels, especially during school holidays and seasonal breaks. By crafting targeted family offers, promoting them through impactful Layers, and adapting messages to each moment of the customer journey, hotels can drive stronger engagement and increase direct bookings. Using smart visuals such as animated formats and highlighting value-added perks helps build trust and emotional connection with parents. With the right strategy, hotels can position themselves as the go-to choice for family stays, turning one-time bookings into lasting memories and long-term loyalty.
