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How Marriott is ready for multigenerational travel?

  • Marriott International's chief sales and marketing officer, Europe, Middle East and Africa, Neal Jones, on the latest trend

    Travelling with your family is a great way to reconnect and create lasting memories. We know that now more than ever, families are searching for new experiences to create closer bonds and make up for lost time.

    Taking a holiday in larger groups with spouses, children, siblings, cousins or grandparents is becoming increasingly popular. In fact, multigenerational travel is one of the fastest-growing segments of the tourism industry globally.

    Research from Visit Britain found that 62 percent of visitors from nine international markets have either taken a multigenerational trip or would consider one. Since the pandemic, we are seeing accelerated demand for multigenerational holidays which offer space, activities and transformative experiences for every age group.

    With the breadth of Marriott Bonvoy’s portfolio of 30 leading brands, we are able to cater to the demands of multigenerational groups and their unique needs. From longer stays to all-inclusive resorts, city breaks, beach holidays or private escapes, our portfolio offers the right hotel and brand for every stay.

    In the UAE, Le Méridien Mina Seyahi Beach Resort & Waterpark and Westin Dubai Mina Seyahi Beach Resort & Marina offer beachside getaways and incredible family fun with the recently opened Jungle Bay waterpark. In Egypt, JW Marriott Hotel Cairo offers an ideal family destination with access to unique adventures including visiting the Pyramids of Giza on camelback; and at Pine Cliffs, a Luxury Collection Resort in Algarve, children adore the Porto Pirata children’s village, complete with an 18-hole mini golf course for the whole family to enjoy.

    We have also seen an increase in “pod travel” where families are taking over entire floors or a wing of a hotel to create a private bubble.  For example, travellers can exclusively book the entire Ritz-Carlton Ras Al Khaimah, Al Hamra Beach in the UAE, and for those visiting Venice, the JW Marriott Venice Resort & Spa is also available to book for exclusive use.

    Self-contained accommodation is also increasingly popular as travellers look for properties that offer privacy and space to accommodate family groups.

    Launched in 2019, Homes and Villas by Marriott International is a great example of how we are answering those needs. Offering a collection of premium and luxury home rentals in exceptional destinations around the globe, Homes & Villas by Marriott International lists more than 28,000 homes in 250 destinations around the world. With many properties suitable for families, they are perfect destinations for guests looking for a private oasis for the entire family.

    To cater to the popularity of multigenerational travel, we have also enhanced our family focused offers, making holidays together more accessible. Families can now receive 50 percent off their second room when booking for children aged up to 16. This offer is now live at many of our hotels across the portfolio, including at flagship properties such as The Westin Cape Town, which offers incredible views over the V&A Waterfront, Table Mountain and Table Bay.

    Another offer allows two children under the age of 12 to stay and eat for free at participating hotels. We are also making it easier for families to book with confidence thanks to our flexible cancellation policy.

    Through these offers, activities and curated experiences available at our properties across Europe, Middle East and Africa, we hope guests will re-unite with loved ones and enjoy an unforgettable holiday with their family.



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