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Published on : Friday, December 11, 2015
Starwood Hotels & Resorts, Inc. today announced the launch of new family programs rolling out at more than 300 Le Méridien and Westin Hotels & Resorts around the world. In response to the growing global demand of family travel and their evolving needs, both programs reinvent the kids club concept, reimagine family experiences within the hotel and introduce more meaningful branded amenities for young travelers. With multigenerational family travel on the rise, the programs specifically cater to the new way modern families travel, with any combination of parents, aunts, uncles and grandparents traveling with children of all ages.
“Today’s family travelers are more active, more global and more socially-connected than ever before, and the way they travel together has changed dramatically,” said Brian Povinelli, Global Brand Leader, Le Méridien and Westin Hotels & Resorts. “In speaking with our most loyal guests, we know that the new dream vacation – for many – looks like an active adventure, exploring new destinations and experiencing a new culture. To help us develop these new family programs, we also zeroed in on insights from our littlest travelers, who will define expectations and inspire the future of family travel.”
From interactive programming and signature amenities offered at all hotels to physical play spaces at many resorts, both programs celebrate “the Universal Language of Play” – a concept that connotes that playing knows no borders or language barriers but is a vehicle to explore, learn, develop new skills, express ideas and build relationships with others. The Westin Family program draws inspiration from nature to promote a sense of well-being; while Le Méridien Family channels the inherent creativity and curiosity of children to unlock destinations through the brand’s Filters of Discovery—Coordinates, Culture and Cuisine.