Family-focused amenities: The ultimate guide for hotels

To attract and retain them, you need to go beyond basic accommodation to offer – and promote - thoughtful, family-friendly amenities.

In this guide, we’ll explore some of the must-have features – from pools and pet-friendly policies to streaming access and convenience services – that enhance stays and boost revenue. But the thinking extends to providing and marketing anything you feel would appeal to families.

Getting to know the family traveler

Families are a significant and often underappreciated hotel market segment. Understanding their needs, preferences and travel behaviors is crucial if you’re a revenue manager or hotel operator.

Families often travel for leisure but they tend to make decisions based on different priorities from other types of travelers, which makes them an important focus for tailored hospitality experiences. They also represent a reliable market that often books in advance, stays for longer periods and fills multiple rooms.

Catering to this demographic, and actively promoting it as part of your marketing mix, not only drives occupancy but also increases your opportunities for cross-selling and upselling family-oriented services and amenities.

What do families care about when traveling?

When families travel, their priorities extend beyond a comfortable living space and good food; they’re seeking day-to-day experiences that allow them to spend quality time together and keep their children entertained.. This might mean amenities like child-friendly pools, play zones or family dining options.

Families also value convenience – ease of check-in, proximity to local attractions and thoughtful services like family concierge teams can go a long way in enhancing the guest experience.

Above all, safety and peace of mind are top of mind, whether it’s having childproof hotel rooms, secure areas for play or knowing that your hotel staff can accommodate any special needs or requests.

How family bookings impact revenue

Family bookings are a critical driver of hotel revenue.

They often book multiple rooms to accommodate different family members, which increases the overall revenue per booking. Their stays tend to be longer, often lasting for several nights compared to the average business trip or couple’s getaway, and this extends occupancy for hotels during peak seasons like holidays and school vacations. And you can also see increased revenue from additional services, including meals, excursions or family-oriented activities.

By offering packages or incentives targeted at families, you’ll encourage longer stays and repeat visits, further solidifying family travelers as a key revenue stream.

Pools and play zones

Kid-friendly amenities like swimming pools and play zones are some of the most popular offerings for family travelers. These spaces not only provide entertainment for children but also give parents the chance to relax while knowing their kids are engaged in fun, safe activities.

Hotels that offer dedicated outdoor spaces for families to bond and play will enhance their overall appeal to this demographic, making them more likely to attract families seeking a memorable vacation experience.

From swimming to splashing around, these community amenities are key to creating a fun, stress-free and safe environment for all ages.

Pools and hot tubs

Pools are a staple in family-friendly hotels, offering a versatile space for both relaxation and recreation. They allow families to enjoy time together, whether it’s swimming laps, playing games or simply soaking up the sun.

Offering a pool is an easy way for hotels to meet the expectations of the whole family, but differentiating your pool from others can create added value. Consider adding features like waterslides, splash zones or heated pools. Lifeguards during peak hours also provide peace of mind for parents.

You can market these features by clearly highlighting them on your property’s website and in promotional materials. Instead of burying the pool amenity in a list, feature a photo or video of the pool on your homepage to catch the attention of potential guests. Use language that emphasizes family fun and safety to make the pool stand out as a top-tier offering.

Splash pads

Splash pads are an excellent amenity for families with younger children. Unlike pools, they’re designed to be completely safe for toddlers and younger kids, with no deep water, and are perfect for families looking to keep their little ones entertained and cool in a fun, interactive setting.

Splash pads can be a great feature for resorts or hotels located in warmer climates or near beaches, offering a perfect complement to outdoor family activities. However, they may not be as feasible for smaller properties, motels or those in cooler climates.

To market a splash pad, it’s crucial to showcase it visually – place a vibrant photo of your splash pad on your homepage or in the gallery.

When describing the amenity on your website, focus on its appeal to younger children and highlight safety features like non-slip surfaces. If the splash pad is a standout feature, consider placing it more prominently in your marketing materials.

Playground equipment

Playgrounds and play areas are another key amenity that families seek out when booking a hotel. Children enjoy having a safe, designated area to run, climb and interact with other kids, which allows parents to relax without constant supervision.

To set your property apart, invest in unique playground equipment or interactive play areas that go beyond the usual swings and slides to beef up your real estate. Regular safety inspections – which you can publicize – are a must to ensure the equipment is up to code and safe to use, and they’ll also help prevent liability concerns.

You can market a playground – or indoor play areas for board games and the like – by emphasizing its family-friendly nature and focusing on safety, quality and fun.

Like pools, playgrounds should be featured visually on your hotel’s website to draw attention. A photo of happy children enjoying the play area can go a long way in conveying the space’s appeal, potentially leading to a higher booking conversion.

Pet-friendly policies

For many families, pets are more than just animals; they’re cherished members of the household. As a result, pet-friendly travel has become increasingly common, with a significant percentage of families choosing to bring their pets along on vacations rather than leaving them behind.

By embracing pet-friendly policies to cater to this growing market, you position your hotel as a welcoming, family-oriented destination.

Beyond simply allowing pets, hotels that provide thoughtful pet-focused amenities can enhance their brand identity, fostering loyalty, retention and positive sentiment among pet-loving families. A well-executed pet-friendly policy not only attracts bookings but also generates organic word-of-mouth recommendations and repeat visits.

Families who feel their furry – if not feathery or scaly – companions are genuinely welcome will be more likely to choose your property over competitors that offer limited or no pet accommodations.

Pet relief areas

A pet relief area is a designated space where pets can take care of their bodily needs in a clean and controlled environment. These areas typically feature grassy patches, waste disposal stations with trash cans and biodegradable bags, and clear signage to guide guests.

Having a dedicated pet relief space helps hotels maintain a clean and sanitary property while still accommodating pet-owning families.

Without designated areas, pets may relieve themselves in less appropriate places, leading to maintenance challenges and guest complaints. A well-maintained relief area makes it easy for pet owners to be responsible while ensuring all guests enjoy a clean hotel environment.

Marketing this amenity effectively is crucial. You should clearly mention pet relief areas on your website, ideally as part of your pet-friendly policy page.

While it may not need a homepage feature, an image or map of the relief area on the website can reassure potential guests that pet accommodation is well-planned and convenient, and you can mention it in targeted advertising and email marketing.

Dog parks

Dogs are the most commonly traveled-with pet, making an on-site dog park a valuable amenity for pet-friendly hotels. A dedicated dog park provides a secure, fenced-in space where pets can exercise, play and socialize, offering them both mental and physical stimulation.

A successful dog park should be spacious yet easy to access, fully enclosed for safety and clearly marked with signage. Including pet relief stations (see above) within your dog park will ensure a clean and pleasant environment, and seating for pet owners can enhance guest comfort. Additionally, shaded areas and fresh water stations can make the space more accommodating.

Marketing a dog park should go beyond a simple mention in the pet policy. Highlighting it with high-quality images or even a brief video on your hotel's homepage can attract pet-loving families.

Social media – whether Facebook, Instagram or even LinkedIn – also offer great platforms to showcase pet-friendly amenities, encouraging guests to share their experiences and further boosting your hotel’s reputation as a pet-friendly destination.

Internet and streaming access

In today’s digital age, reliable internet access and streaming services are essential for families traveling with children.

Parents often rely on tablets, smartphones and laptops to keep kids entertained during downtime, whether it’s watching shows, playing games or accessing educational content.

Offering seamless connectivity can therefore significantly enhance the family guest experience, making your property a more appealing option for tech-savvy travelers.

Free Wi-Fi

Free Wi-Fi is now a standard expectation at a hotel, especially for families. To ensure that the Wi-Fi functions properly throughout your property, you must prioritize network strength and coverage.

Placing routers or modems strategically is key; they should be located in high-traffic areas like lobbies, dining areas and guest rooms, but additional routers or extenders might be necessary in larger properties or those with multiple buildings to prevent dead spots.

You should also ensure you have sufficient bandwidth – perhaps using more than one network (though not necessarily more than one internet provider) – to support both guest usage and staff operations without slowdowns, particularly during peak times when families might be streaming content across multiple devices.

Marketing free Wi-Fi should be straightforward. While it doesn’t need to dominate your homepage, it should be clearly listed as a feature on your amenities page. Consider adding a mention in confirmation emails or check-in instructions to ensure guests know your Wi-Fi is free and how to access it easily.

Cable or streaming subscriptions

With the shift away from traditional cable and the rise of streaming platforms, many families expect access to services like Netflix, Disney+ or YouTube.

Offering complementary streaming access on in-room televisions or allowing your guests to log into their personal accounts provides the flexibility families need for their entertainment. And if streaming subscriptions aren’t feasible, offering premium cable channels is still a great alternative to meet family entertainment needs.

To market this, you can list it alongside other in-room amenities such as TV and bedding details. If streaming is a particular draw for your property, consider showcasing it in a visual format on your website to appeal to families looking for modern conveniences.

Convenience amenities

For parents, traveling with children means juggling multiple tasks at once – mealtimes, packing, entertainment and unforeseen needs.

Hotels that provide convenience-focused amenities can ease these challenges, allowing families to focus more on enjoying their trip. These services not only enhance the guest experience but also encourage repeat stays and positive word-of-mouth recommendations.

In-hotel restaurants

An on-site restaurant or complimentary breakfast simplifies dining, reducing the stress of finding kid-friendly meals.

Families appreciate the convenience of quick, familiar options that accommodate all ages, whether it’s a breakfast buffet, a casual dining space or room service. Providing allergy-friendly and vegetarian options can further differentiate a hotel’s dining experience from competitors.

Beyond guest satisfaction, in-hotel dining is a valuable revenue driver. Parents are more likely to dine on-site after a long day of activities, especially if the restaurant offers family-friendly menu items.

Marketing should therefore emphasize this convenience – and your differentiators – through website photos, menu highlights and dining package add-ons during booking.

Convenience stores

An on-site convenience store is a lifesaver for parents needing quick essentials without leaving the property. Stocking family-friendly items like kid-friendly snacks, baby essentials (diapers, pacifiers, wipes and the like) and basic first-aid supplies ensures families have easy access to necessities. Even small items like children’s pain relievers can prevent stressful late-night pharmacy runs.

To market this amenity, be sure to include it in your list of amenities and mention it at check-in. A simple sign near the lobby or elevators can also make families aware of its presence.

Fitness centers

For parents who prioritize wellness, an on-site fitness center allows them to stay active without disrupting their routine.

Standard gyms with treadmills and weights are expected but if your hotel can differentiate itself by offering premium equipment, yoga mats or even family-friendly fitness options like open gym hours for kids, you’re on to a winner.

Marketing should showcase your fitness center as part of your hotel’s wellness experience, using high-quality images and including it in descriptions of your amenities. If unique offerings like Peloton bikes or guided workouts are available, these should feature prominently on the website in text and visuals.

Fitness centers are also ripe for targeted marketing activities.

On-site laundry

For families – especially those traveling with young children – an on-site laundry room is an invaluable amenity.

Spills, accidents and extended stays make laundry facilities a must-have for many parents, so offering complimentary detergent, high-efficiency machines or dry-cleaning services can add extra convenience.

Again, this amenity should be included in your hotel’s amenities list and promoted in extended-stay or family travel packages. A mention in welcome materials or at check-in can also ensure families know it’s available.

Uncover insights into your audience that help drive revenue

Who will these amenities resonate with? Will they use them? Did they use them when they stayed? How can you market them to the right people in the right way? How will it – and has it – impacted booking patterns and revenue at your property?

These questions and more can only be addressed with access to complete and accurate data on a sophisticated business intelligence (BI) solution. This is what empowers you make more informed decisions.

The power of business intelligence lies in its ability to transform raw data into actionable insights, particularly for revenue managers seeking to maximize ancillary revenue.

By analyzing guest behavior, purchase patterns, and amenity utilization, BI tools enable the creation of highly targeted, personalized offers that resonate with individual guests.

This strategic approach not only enhances the guest experience by providing relevant options but also empowers revenue managers to optimize pricing, refine sales strategies, and ultimately drive significant growth in amenity sales, solidifying your bottom line and fostering lasting guest loyalty.

If you would like to know more about Lighthouse Business Intelligence, get in touch today.