UAE-based families are a well-travelled bunch. A recently released survey shows that most jet off twice a year, whether that be back to their home countries to see friends and relatives, or simply because they have a higher disposable income.
The YouGov survey of 2,000 people, unveiled at Arabian Travel Market this month, showed that 64 per cent of Mena-based respondents travelled with their children in the past year, and those with younger children (0-to-12-year-olds) travel more than those with teenagers, taking three or more trips each year.
Most were visiting family and friends (29 per cent), but the rest were for leisure purposes, with those other trips broken down to resort/beach holidays (25 per cent), Eid holiday travel (17 per cent), shopping (15 per cent), nature holidays (14 per cent), city breaks (11 per cent), sightseeing (9 per cent) and religious tourism (9 per cent).
Ed Lillywhite and his wife Hannah travel regularly with their 2-year-old twins. At least once a year, they head back to the United Kingdom to visit family and friends, but they also have other travel plans on the horizon. “Our main reason for travelling is to visit family, specifically both sets of grandparents,” Lillywhite says. “My parents live in London, Hannah’s are in Cornwall, so there is still a lot of travelling when we are in the UK.
“Our next trip is to the UK in July, and then again at Christmas, but next year we will take the twins to India and Sri Lanka.”
While the twins are young, the Lillywhites prefer to keep their leisure holidays closer to their home base of Dubai. “We have had several family breaks in the UAE, staying at some of the fabulous resorts here, as flying with twins requires the logistics capacity of a military campaign,” he says. “When they are a bit older, a tour of Italy would be our dream family holiday.”
As demand for family-friendly travel increases, hospitality providers are looking for ways to appeal to people like the Lillywhites. Some destinations, such as Orlando, Florida, which is home to Walt Disney World, have long tapped into the family market and are still reaping the rewards.
Orlando set United States records last year, becoming the first destination to hit 60 million visitors. Part of its secret is keeping up with the latest pop-culture trends and giving visitors something new on a regular basis. Last year, Walt Disney World opened New Fantasyland, while Universal Orlando Resort opened The Wizarding World of Harry Potter – Diagon Alley.
Other child-friendly attractions are in the pipeline for this year, but the need to cater for all family members has been recognised with new venues such as the Dr Phillips Center for Performing Arts and the Major League Soccer stadium opening in downtown Orlando next year.
Other destinations, however, are drawing on their natural assets to attract families, reflecting the fact that 14 per cent of families from the region are interested in nature-based holidays. Azerbaijan has been targeting families for the past 10 years, highlighting its adventurous side to appeal to all age groups. Such has been the success of the campaign that there has been a 20 per cent increase in family visitors in the past year.
Dayana Persan, a UAE representative of Azerbaijan’s ministry of culture and tourism, says nature, parks and outdoor activities play a big role in satisfying family visitors to the central Asian country. “There are parks everywhere, so the children can play, and the nature is green with a lot of activities to do, including hunting, for the men, shopping malls and all the things that families find fun,” Persan says.
The destination is also tapping into the growing demand for luxury travel. “Azerbaijan tourism targets all families, but what makes luxury family travel are the resorts for skiing in Shahdag and Gabala. These luxury five-star resorts attract families from all over the world,” Persan says.
Dharna Ashar and her husband take their two girls, ages 8 and 5, to Belgium to visit family two to three times a year, although their dream family destinations are ones rich in natural attractions. “Seychelles and Goa, India, [would be perfect] and also a wildlife safari. Now that the kids are getting older, they would have plenty of fun,” Ashar says. While in Belgium, nature-based activities are also a priority. “My in-laws have bicycles and now the kids have one each, so they can go to the woods, into the park, feed the animals and enjoy the outdoors. We also take them bowling or to amusement parks, which are less than an hour away. There is a lot for kids to do there, so the iPads are forgotten.”
Scott Booth, the research director and head of travel, tourism and leisure for YouGov ME, says the destinations that are popular with families are also popular for travellers without children. “The pattern is not drastically different from those travelling without family, with large concentrations of family travellers visiting the UAE and Europe,” he says. “Those who are married, with or without children, are more likely to have visited Egypt or India on their last leisure trip.”
The real difference was in the checklists. Families with younger children (0-to-12-year-olds) are seeking locations with an abundance of activities, such as theme parks, while those with older children (13-to-18-year-olds) prefer all-inclusive options, good flight connections and plentiful shopping.
One destination that fits the bill is the UK, and VisitBritain is pushing the country's travel credentials, highlighting its diversity – culturally and physically – to appeal to the UAE's families. The organisation has also taken to social media, using Emirati ambassadors, Peyman and Mohamed Al Awadhi of Peeta Planet fame, to launch the Dunes to Peaks campaign last November, which promoted family activities in Manchester and the Peak District.
"What makes Britain attractive to families is its quality-assured attractions, where you'll find everything from knight schools to safari parks, ensuring that families will never be short of things to do during their visit," says Annique Labuschagne, the manager of Gulf markets for VisitBritain. Among the attractions are the Warner Bros Harry Potter Studio Tour London, which takes visitors behind the scenes of the popular films; Knights' Quest at Alnwick Castle; the National Space Centre; and the Go Ape! high-wire forest course. The West End is also attracting a new generation of musicals fans, with Roald Dahl's Charlie and the Chocolate Factory opening recently.
While cruises have long been a favourite with families, offering everything from kids’ and teens’ clubs to fully themed ships, resorts and leisure hotels have typically catered to families through kids’ clubs and adjoining rooms, while luxury hotels have often excluded themselves from that domain. But now, as the potential of family travel is being realised, children are being welcomed at luxury hotels.
The Ritz-Carlton Dubai is rolling out a summer schedule of arts and crafts, outdoor movies and animal encounters for its junior guests. The programme focuses on educational and engaging activities in the areas of water, land, environmental responsibility and culture.
“With our beachfront location, we are a popular choice for families from around the globe,” says Raul Salcido, the general manager of The Ritz-Carlton Dubai. “We have crafted experiences that offer plenty of family time, but also allow children to participate in fun, educational activities and adults to kick back and enjoy the beach, service and food.”
For the predominantly business hotel The Oberoi, Dubai, appealing to families means ensuring the accommodation is suitable. The hotel has launched two-bedroom family suites, each spanning 200 square metres and including a master bedroom, living room, dining room for six guests and other touches expected of a five-star property. While the hotel has a dedicated kids’ room and children’s menus in its restaurants, it caters for families by providing easy access to the city’s attractions, such as KidZania at nearby Dubai Mall.
The Oberoi Dubai’s general manager Karim Bizid says there has been an increased demand for family services. “This trend of upward demand has continued since our launch just under two years ago. The reason being the business and leisure travellers are becoming increasingly discerning and often prefer to stay in spacious surroundings that provide an urban oasis.”
Guests from the GCC and CIS are the mainstay for the hotel, while it’s also popular with guests from India, given its strong presence on the subcontinent.
The recent YouGov survey found that 31 per cent of respondents preferred four- or five-star hotels, while 29 per cent look specifically for city-centre locations. For parents of teenagers, family suites, villas and hotel apartments were a priority.
One thing all respondents agreed on was that costs needed to be reasonable. This is true for the Lillywhites, who usually try to travel when prices are lower. “Flight tickets are the main cost when travelling, so we try to pick times when flights are a little cheaper,” says Ed Lillywhite. “It may be more difficult from September, as the twins start school then.”
The Ashars plan their trips four to five months in advance to take advantage of cheaper flights. “We prefer the direct flight to Brussels, but sometimes KLM has great deals, such as Dh8,200 for two adults and two kids, via Amsterdam and then we take the train to Antwerp,” says Dharna Ashar. “It’s not the best option, but if it saves us €1,200, then it’s doable. The kids enjoy the train, but my hubby hates to be the mule with the luggage.”
Labuschagne says there are three key factors families consider when travelling – accessibility, convenience and affordability. “In simple terms, it’s how to get there, what’s there to do and how much it will cost.”
atomlinson@thenational.ae
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