Whether it’s the immediate family that’s stayed together for the past few years through multiple lockdowns or the long-distance family that longs to see loved ones again – travellers from the Asia Pacific are prioritizing trips with their nearest and dearest, choosing spouses and significant others as their top travel companion (43%), followed by their children of all ages (38%), parents (25%) and extended family members (23%).
Guilt-free quality time: For parents looking for some quality time away from the kids while on holiday, Conrad Maldives Rangali Island resort boasts twin islands – the serene, adults-only Rangali Island with breathtaking sunset views and relaxing spa retreats and the livelier, family-centric Rangali-Finolhu Island that offers fun-filled island adventures and themed games for the kids at the Majaa Explorers Hub while the Furavaaru Teens Club caters to older siblings.
● Singaporeans (60%), Malaysians (57%) and Australians (51%) now place a lot more thought into planning family-friendly activities during trips, as respondents from these markets list finding activities that everyone in the family will enjoy among their top travel concerns.
Bonding over food
Survey findings also show that family travellers look forward to sitting down with good food that everyone will enjoy, reflecting how the simple act of sharing a family meal after years of restrictions carries deeper significance. Across the region, Hilton boasts family-friendly restaurants that offer curated à la carte options perfect for kids – with nutritious and tasty dishes made using high-quality ingredients – as well as immersive food experiences designed with family moments in mind.
Maximizing each stay
While the pent-up travel demand is real, additional market insights by Hilton show that the increasing price of travel is also a growing concern and potential barrier in this recovery climate, further putting a spotlight on where customers choose to stay.
● When it comes to deciding which hotel or resort to book, family-friendly facilities and activity offerings within the property are also a top priority, especially for family travellers from Indonesia (60%) and Malaysia (59%), followed by Singapore (49%), India (47%)
● Cost of travel was ranked as the top travel obstacle for travellers from Malaysia (57%), Indonesia (49%) and Australia (41%), which ranks higher than their concern over health risks (Malaysia 51%, Indonesia 40%, Australia 34%). Bespoke experiences at Conrad Koh Samui’s Iris Farm or a custom river boating experience at Hilton Goa Resort – complete with turning the day’s catch into dinner – not only educate little ones on sustainable food sourcing but also elevates the everyday ordinary into a meaningful stay for the whole family.
From family-friendly amenities, such as connecting rooms confirmed at the time of booking, to a range of kid-friendly experiences and facilities, Hilton’s exceptional service and signature hospitality offer guests the details that make for incredible stays.
As pent-up travel demand continues to be unleashed across the region, a recent study by Hilton reveals that Asia Pacific consumers are quickly embracing travel once more with renewed motivations: to rebuild family bonds and to revive the body and soul.
● Travelers from Singapore (30%), India (27%) and Indonesia (25%) prefer connecting rooms for easier access to family bonding activities and to make up for the lost time. Exceptional hospitality and innovative guest experiences that anticipate evolving needs go a long way in giving families peace of mind knowing that they will be taken care of on every level – from confirming connecting rooms at the time of booking to customizing preferences with a convenient touch of an app.”
Food lovers unite: Hilton knows that the family that eats together stays together and continues to introduce culinary flavours from around the world to provide a wide range of options that suit the palate of every traveller. This year, travel is how to compensate for a lost time among family members as they reunite and rejuvenate the senses through new experiences.
● For markets such as Singapore (66%), Australia (61%) and India (57%), confirmed room upgrades before departure are important hotel and resort offers, minimizing any uncertainty and giving families greater peace of mind.
Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits, including a flexible payment slider that allows members to choose nearly any combination of Points and money to book a stay and an exclusive member discount. Given this strong demand to travel with loved ones, Hilton offers exceptional experiences for the whole family.
Following the release of Hilton’s 2022 Global Trends Report, new data from a survey conducted with nearly 6,000 respondents across Singapore, Australia, Indonesia, Malaysia, Thailand and India show that after two years of closed borders, mandated restrictions, and streamlined social circles – families cannot wait to travel together.
“Our findings clearly show pent-up desires to reconnect with family as travel takes on a deeper meaning to strengthen these bonds by creating shared moments and memories. Hilton properties in India, such as Conrad Bengaluru and DoubleTree by Hilton Goa-Panaji, offer in-room board games upon request, perfect for kick-starting family game night traditions – for a home away from home.
In this new reinvigorated age of travel, it matters where you stay when you want to ensure your loved ones have the best travel experience. Junior guests meet new friends in the outdoor pool at Krakengiri Kid’s Club or over zero-proof mocktails at Re: Fuel Lounge, a teens-only rooftop bar – while the adults-only Eden champagne and gin bar affords quality couple time for the parental units.
● Travelers from Thailand, Singapore and India reported that concern over travel costs (44%, 43%, 40%) are at similar levels as health risks (47%, 44%, 41%), respectively. Having a romantic meal with their spouse or significant other consistently ranks high (#2) among other preferred activities when they have alone time while travelling with family. At Hilton Fiji Beach Resort & Spa, families can opt for a relaxing day at one of seven family-friendly pools, the private beach or the nearby Sabeto Hotspring.
Hilton Maldives Amingiri Resort & Spa is also a perfect setting for meaningful family moments, with multiple dining options overlooking the ocean where the adults can indulge in sustainably sourced seafood. While some families enjoy sharing screen time with their children, others may experience the pressure to limit screen time.
For families, Confirmed Connecting Rooms by Hilton alleviates travel planning frustrations with seamless booking and instant confirmation – all from a click on the Hilton Honors app. Besides travelling as a group, family travellers are also looking for ways to spend more time together while on holiday. With more than 900 dining outlets across Hilton hotels and resorts in the Asia Pacific, joining Hilton Honors also unlocks great dining choices and value through its ongoing dining promotion Like A Member, which offers discounts of up to 25% and opportunities to earn 500 Bonus Points when dining at eligible outlets.
Fun for the whole family:
“Travel has been surging across many parts of Asia Pacific,” said Ben George, senior vice president and Commercial director, Hilton, Asia Pacific. Kids will blast at the complimentary IKA Kids Club, with fun-filled activities scheduled all day – from coconut bowling and crab hunting to learning cultural dances and science experiments.
● Respondents with kids, particularly 51% of parents in Thailand and India, share that they feel guilt for allowing their children to use their devices.
Renewed priorities
While health, safety and cleanliness remain a top priority, family travellers across all six markets are more motivated to be together.
Over the last two years, periods of social distancing, isolation, and quarantine restrictions have kept loved ones from gathering. Across all markets, about 96% of parents inevitably allow their children some screen time to keep them occupied while on vacation.
Reignited intimacies
For a unique experience, families can pick up eco-friendly farming techniques at the resort’s Iris Farm, leading the farm-to-table movement and growing organic produce for the hotel’s bars and restaurants. Or in other cases, families have longed to catch up on celebrations with extended family and missed summer vacations.
Stays for Every Budget: Across Hilton’s diverse portfolio of brands, guests can easily find the right hotel for any occasion or budget. Across Hilton properties in China, like DoubleTree by Hilton Beijing Badaling, little ones are well entertained in the heart of Yanqing District or Beijing’s “Summer Garden,” which gives them access to fun-filled adventures such as exploring the Badaling Great Wall and refuelling with many tempting eateries in the vicinity.
At the same time, at Hilton Garden Inn Phuket Bang Tao, guests can escape tranquillity with the hotel’s twin outdoor pools or bask on the beach, all in a quick 30-minute ride from the airport. Screens are the go-to distraction to keep children entertained, but as the survey reveals, there are differences in parenting styles and attitudes towards screen time for kids.
Across all six markets, having a variety of food and beverage offerings on the property is a top-of-mind consideration (#1) when booking hotels and resorts. This new emphasis on togetherness is reflected in choosing pastimes and preferred room arrangements — highlighting the importance of travellers considering where they stay. Families can bond over an inspired buffet dining experience that showcases international flavours and elevated local dishes for every generation with its residential-style open kitchens.
Guests with adventurous appetites can indulge at Estate Restaurant in Hilton Singapore Orchard.
● This puts increasing importance on travellers considering where they stay to create the most meaningful connections while on vacation. The award-winning Hilton Honors guest loyalty program opens up a world of exclusive perks like complimentary, space-available room upgrades for Gold and Diamond Hilton Honors members.
Written by: Supaporn Pholrach (Joom)
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