Starwood’s Le Meridien Hotels & Resorts brand has started rolling out a new global programme for families.
Le Meridien Family, which was officially launched at Le Meridien Suvarnabhumi Bangkok Golf Resort & Spa this week, combines a range of different cultural and educational activities for children and parents, in a shift away from the traditional kids’ club concept.
There are four key elements to the programme: the ‘Next Gen Kids Clubs’ are designed to provide children with games and activities based on the local culture, including traditional snacks, while the ‘Destination Unlocked’ programme provides a series of local family activities, such as bicycle tours, shell-painting, star-gazing and photography lessons.
‘Imagination Playground’ is a new playground concept that encourages kids to create their own games and stories, while a new series of ‘Part Playful, Part Educational Collaborations’ will see Le Meridien partner with other “like-minded” companies. This has already led to a global tie-up with Lego, providing welcome gifts to children at all Le Meridien hotels.
“Le Meridien Family programme reinvents the kids club concept, reimagines family experiences and introduces more meaningful amenities through the lens of the Le Meridien brand,” said George Fleck, vice president, of Le Meridien and Westin. “With multigenerational family travel on the rise, the initiative specifically caters to the way modern families travel – with any combination of parents, aunts, uncles and grandparents traveling with children of all ages.”
Following its launch in Bangkok, the new Le Meridien Family will be rolled out to 100 hotels and resorts across the world. In addition, Le Meridien plans to introduce new kids’ clubs at properties in the US, Spain, Mauritius and Thailand, with more in the pipeline for 2016.