For years, the hospitality industry has primarily relied on a familiar set of amenities to keep young guests entertained while their families travel. The childhood staples of coloring books, fluffy bathrobes, and stuffed animals adorned with hotel logos have long been the go-to strategies for engaging children in hotels. However, with the world evolving rapidly alongside burgeoning technological advances and changing cultural expectations, these antiquated tactics are no longer sufficient. Recognizing this gap, the London-based consultancy Wanderland is stepping in with innovative initiatives designed to transition the hospitality sector into a new age of family-friendly experiences.
Founded by Saar Shai and Alicia Zur-Szpiro, Wanderland defines itself as the world’s first sommelier and atelier dedicated solely to kids, teens, and hotel interactions. The distinctiveness of Wanderland’s approach is solidified by its team, comprised of self-identified outsiders from various child-centric industries such as toy manufacturing, gaming, publishing, and educational technology. These diverse backgrounds have armed them with a fresh perspective, empowering them to dissect the weaknesses embedded in traditional hotel offerings for children.
The co-founders assert that many urban hotels suffer from a self-imposed limitation when it comes to imaginative engagement for younger guests. Shai emphasized this point by stating, “City hotels have a certain myopia; creative solutions for kids are often left unexamined.” This observation has led to the development of the inaugural Kids Hospitality Report by Wanderland, set to launch this November. This report aims to draw insights from thriving best practices in various industries related to children, filtering them through the hotel sector for practical application.
One significant suggestion from Wanderland entails the establishment of a tangible, non-digital loyalty program specifically designed for young guests. Shai pointed out the surprising absence of loyalty schemes for children in the hospitality landscape, considering their profound success in other industries. The envisioned program consists of collectible tokens that children could use to redeem items during their first hotel stay or save for future visits. By drawing inspiration from the beloved board game Monopoly, Shai believes children will enthusiastically engage in collecting and trading the tokens, effectively introducing them to a sense of value and rewards similar to a miniature economy.
Transitioning to older children and the notoriously elusive teenage demographic, Wanderland hopes to leverage technology in ways that genuinely resonate with this age group. One of their flagship initiatives is the development of an app called Surround, which offers teen-friendly audio experiences rooted in their love for music and podcasts during travel. Unlike traditional audio tours, which can often feel preachy or off-putting to younger listeners, Surround intentionally steers clear of overt educational intent, opting instead for an engaging exploration of location-based narratives.
In fostering a sense of community among families, video games are also featured prominently in Wanderland’s innovative toolkit. Shai proposes that hotels enhance their gaming setups by encouraging family participation. Rather than the standard approach of limiting a gaming console to a couple of controllers, Wanderland envisions a setup that includes enough controllers for the entire family, promoting social interaction and shared experiences.
Importantly, Wanderland recognizes the delicate balance of providing engaging activities while also respecting the beauty of disengaging from screens during vacation time. While modern children often crave digital engagement, completely disregarding their affinity for technology risks alienating them. The key lies in finding a harmonious blend that allows kids to enjoy digital entertainment while also embracing the inherent joys of relaxation and exploration that come with a getaway.
Wanderland’s mission to revitalize the hospitality experience for younger guests is ambitious, fresh, and undeniably essential in today’s context. By replacing stale traditional offerings with thoughtful, engaging experiences that capitalize on both technology and creativity, hotels can create lasting memories for families that extend far beyond their stay. The hope is that through these innovations, the hospitality sector will not only adapt to the needs of future generations but also lead the way in providing exceptional kid-friendly experiences.