Luxury vacations are increasingly a family experience, which means high-worth individuals are toting their kids around the globe and expecting them to be entertained.
The family travel industry is now worth $500 billion, according to Bloomberg, and hotels from the French Alps’ L’Apogée Courchevel resort to chains like Four Seasons and Ritz-Carlton are introducing kids clubs or programmed activities for the little ones. Some programs include adventure activities, others include language lessons.
“After 9/11, people weren’t willing to leave their kids at home anymore—they wanted to be with them,” luxury travel designer Melissa Rosenbloum told Bloomberg.
The programs cost parents up to $100 a day, though sometimes the packages are included as part of their stay.
“It’s not a revenue play,” Rosenbloum continued. “Hotels are doing this to compete. Otherwise, they’re not going to get business from the parents.”