Tips for Travel Advisors Planning Luxury Family Vacations With Kids

Planning luxury travel for adults is fairly straightforward. But planning luxury family travel? It can be complicated because, well — let’s face it — traveling with kids is complicated.

But that doesn’t mean families can’t enjoy a luxurious family holiday; it just means travel advisors need to take the time to match the right type of travel experience to each family.

"Luxury family travel today is about curated experiences that work for multiple generations," said Urvshi Marwah, founder of The Suite Sojourn. "Families seek spacious, connecting rooms; private experiences; and seamless logistics, but ultimately, luxury family travel is about crafting a memorable journey."

Staying Put

The philosophy of Occam’s razor states that the simplest option is usually the best, and a luxury hotel or resort stay may be the best option for families — but whether clients choose a beach resort or a city hotel comes down to travel style.

"Resort properties offer extended engagement; city properties serve as sophisticated urban bases," said Tom Marchant, cofounder of Black Tomato. "I tell advisors to think about the family’s dynamic. Multigenerational groups with young children often prefer resorts — grandparents can relax while parents and kids are active. Families with older children or teenagers often prefer cities because there’s more variety and intellectual stimulation."

Multigenerational groups with young children often prefer resorts. (Photo Credit: Four Seasons Resort Hualalai)

Marchant also notes that while urban hotels may not offer as many on-site activities as their beachfront counterparts, they often curate age-appropriate city experiences that provide families with new ways to explore a destination.

"There’s still a misconception that ultra-luxury resorts are not ideal for families with young children," said The Suite Sojourn’s Marwah. "In reality, brands such as Four Seasons invest heavily in programming that makes them incredibly family-friendly while maintaining a high level of service."

However, according to Lauren Quirk, founder of Travel With Character, another misconception about luxury family travel is that it’s just about booking the nicest hotel, when the right room configurations and amenities are just as — or often more — important than the property itself.

On the Go

Despite the obvious ease of staying in one place, many families prefer a more active vacation, whether that’s a tailor-made land tour, an ocean or river cruise, or simply hopping between several destinations in the same region.

"There’s strong demand for meaningful, family-friendly experiences," said Laurie Palumbo, partner and chief operating officer of ID Travel Group. "This ranges from curated activities like family cooking classes, cultural experiences and language lessons to more adventurous-driven options such as snorkeling, boat excursions and immersive nature experiences like wildlife encounters or turtle hatching."

But the pacing of an itinerary is equally important, notes Quirk of Travel With Character. Pack in too many guided tours, and kids can lose interest. To curate the right itinerary for each client, Quirk often works with DMCs that specialize in family travel, including Family Twist, which incorporates activities specifically designed with children in mind.

"They weave in interactive experiences that keep kids engaged while still delivering the sightseeing parents want," she explained.

DMCs specializing in family travel blend interactive experiences with sightseeing. (Photo Credit: Viator)

For larger multigenerational trips, Quirk points to tailor-made itineraries that account for different physical abilities, interests and travel styles — for example, allowing a family traveling to Paris to have two guides at the Louvre: one to take children on fun explorations and another to dive deeper into art history with the adults.

For Palumbo, the most important factor in selling luxury family travel is understanding the needs, expectations and dynamics of each family, whether that means multigenerational activities or personalized experiences for different age groups.

"Ultimately, families are traveling to create lasting memories," she said.

"By asking the right questions and gathering meaningful details upfront, we can tailor each journey to not only meet expectations, but also surprise and delight at every level."

However, regardless of their travel style, Quirk notes that families rarely have the flexibility to travel outside school holidays, so advisors should always encourage early planning.

"Booking early gives families far more options and access to the most desirable hotels and experiences," she said. "When a luxury trip is planned last-minute, the conversation sometimes shifts from ‘Where would you love to go?’ to ‘Where can we still secure availability?’"