For decades, children’s amenities in hotels have remained largely unchanged. The standard offerings—a coloring book, a plush toy branded with the hotel’s logo, perhaps a diminutive bathrobe—have become synonymous with childhood hospitality. While these items undoubtedly bring delight to young guests, they are a mere reflection of obsolete thinking within the service industry. A London-based consultancy named Wanderland emerges with an ambitious goal: to invigorate the hospitality sector with fresh, engaging, and modernized accommodations for children and families traveling together.
Founded by Saar Shai and Alicia Zur-Szpiro, Wanderland positions itself as a pioneer in this niche market, boldly dubbing itself the “world’s first sommelier and atelier for all things kids, teens, and hotels.” As industry outsiders primarily trained in fields like toy design, media, and education technology, Shai and Zur-Szpiro offer a perspective that is both innovative and refreshing. Their outsider status may have equipped them with an imaginative lens through which they identify gaps in how urban hotels cater to their youngest guests.
Shai articulates a critical observation: city hotels often demonstrate a marked lack of creativity when designing amenities for children. Instead of attempting to understand the whims and desires of younger demographics, many establishments stick to a formulaic approach. To address this oversight, Wanderland has released its first Kids Hospitality Report, a guiding document aimed at helping hotels enhance the quality of their offerings for children.
One standout concept from Wanderland’s report is the proposal for a physical loyalty program tailored specifically for kids. Unlike standard loyalty programs focused solely on adults, this idea envisions a system that provides collectible tokens, empowering children with a sense of agency within the hotel experience. Drawing inspiration from the classic board game Monopoly, Shai believes that granting kids their own “currency” while staying at hotels could create lasting memories and deepen the engagement of young guests. This form of interaction not only cultivates anticipation for return visits but also encourages children to take home something tangible—a small piece of the adventure they can cherish.
Understanding older children and teenagers, often dubbed the “forgotten demographic” in hospitality, invites a distinct set of challenges. Shai introduces Wanderland’s innovative app, Surround, which fuses travel with teenagers’ love for audio-based content, including music and podcasts. What sets this application apart is its focus on location-based experiences without the connotation of traditional educational tours. By shifting away from a prescriptive educational model, Surround empowers teens to engage with their environments on their own terms, allowing for genuine exploration and enjoyment.
Additionally, Wanderland recognizes the inevitability of technology in children’s lives. While vacation often signifies an opportunity to disconnect, Shai points out that completely dismissing screens can actually alienate younger guests. Instead of viewing video games as an obstacle to relaxation, hotels can harness their potential as a bonding experience for families. Hotel lobbies or game rooms that foster social gaming invite children and their parents to engage together, breaking down barriers and enhancing the essence of family bonding during travel.
Wanderland’s efforts illuminate a burgeoning movement within the hospitality industry; one that acknowledges the importance of catering to families in a thoughtful and interactive manner. Flipping the traditional script, the company encourages hotels to provide amenities that ignite joy and curiosity, rather than settling for hand-me-down ideas. With Wanderland paving the way for hotels to rethink their approach to family accommodations, the industry might finally be ready to embrace a new standard that prioritizes creativity, connection, and joy in family travel experiences.
Ultimately, the integration of innovative thinking into hotel offerings could create not just a more welcoming environment for children, but also significantly enhance the overall family travel experience. As the hospitality landscape evolves, organizations like Wanderland serve as vital catalysts for change, ensuring that the next generation’s journey is filled with unforgettable adventures.
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