Kids Are The Next Big Thing in Hospitality

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Today, we’re doing a deep dive into a powerful but often overlooked aspect of hospitality: serving kids and teens. Our teachers today, Saar Shai and Alicia Zur-Szpiro, bring a fresh, creative perspective to elevating guest experiences for families through their expertise in toy and game design - which is more applicable to hotels than you may think at first. Let’s get into it…

Kids Are The Next Big Thing in Hospitality

Saar Shai and Alicia Zur-Szpiro

Alicia Zur-Szpiro and Saar Shai are the founders of Wanderland - the world’s first consultancy specializing in kids' and teens' guest experiences at hotels and resorts.

The big idea: Creating memorable experiences for kids and teens will drive both revenue growth and loyalty.

Why this matters: Research from Expedia and the Family Travel Association indicates that children influence 70% of family travel decisions.

Go deeper: Listen to Alicia, Saar, and I discuss this today on the Hospitality Daily Podcast (Apple Podcasts, Spotify), where we cover:

Saar and Alicia's journey from toy and game design to hospitality.
The business case for investing in kids' and teens' guest experiences.
How small moments of magic can transform family stays.
Applying game design principles to hotel guest engagement.
Creating meaningful interactions beyond the check-in.
Addressing gaps in hospitality for teens.
How hotels can build loyalty with kids and their families.

Takeaways for today:

Understand Their Influence: Remember that kids drive travel decisions, so tailor marketing and in-stay experiences to them as much as to their parents.
Focus on Teens: Ensure your property offers something specific for teens that respects their growing independence. Avoid childish amenities and aim for sophisticated, engaging experiences they’ll enjoy.
Create Multiple Touchpoints: Instead of limiting engagement to check-in, build moments of interaction throughout the guest’s stay. A bedtime ritual, in-room surprises, or activities during mealtimes can make a stay more memorable for kids.
Layered Experiences Over Time: Borrow from game design—rather than a one-off welcome, offer staggered experiences or surprises that build excitement day by day, encouraging longer stays and repeat visits.
Start Small: Simple gestures like giving a unique, thoughtful amenity (like the wooden yo-yo example Alicia shared) can leave a lasting impression and are far more cost-effective than major renovations.
Leverage Partnerships: Explore partnerships with kid-focused brands, offering exclusive experiences or co-branded content that enhances both guest experiences and brand recognition.

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-Josiah

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