"Children and Pets Take Center Stage" in the Hotel Industry, 'Spring Vacation' Keyword Has Changed

Date and party-focused couples and friends' hotel vacations
Shift to 'safe family rest' atmosphere...intensive marketing
Packages featuring children as main characters like 'My First Membership'
Expansion of 'Petcations' in the era of 15 million pet owners...new products launched continuously

Hanwha Hotels & Resorts has launched a children's membership program called 'KidsQ'. View of Bricklive at Geoje Bellverdia.

[Asia Economy Reporter Kim Yuri] In the second year of COVID-19, the marketing keywords in the hotel industry targeting spring ‘hokangseu (hotel + vacation)’ guests have changed. While hokangseu with lovers and friends was emphasized in the past, the focus now is on ‘small-scale, private, and safe rest,’ centering on hokangseu with family.

◆The 2021 'Springcance' Keyword is 'Child'

Hanwha Hotels & Resorts launched the industry’s first children’s membership ‘KidsQ’ with the concept of ‘My First Life Membership.’ It is an ‘upgraded membership’ that provides free access not only to accommodation and breakfast but also to kids’ facilities such as aquariums, water parks, kids cafes, and various leisure facilities. The idea is to set the child as the main traveler and ‘the child hosts the adults with their own membership.’ A company official said, “This reflects the demands of family customers who want safe and special rest after the spread of COVID-19,” adding, “We have been receiving steady inquiries.”

The package recently released by Grand Hyatt Incheon also features children as the main characters. The ‘Spring Day Picnic’ theme package includes accommodation, breakfast, a picnic bag with snacks, a tourist theme map of Yeongjongdo, and stickers. The picnic bag also contains prize exchange coupons such as accommodation and meal vouchers to add fun.

Rescape has launched the 'Beyond Memory' package, which combines 'Petcance' and studio photography.

◆15 Million Pet Owners, ‘Petcance’ Also Popular

Boutique hotel L’Escape offers a package combining petcance and studio photography. Last year, reservations for the L’Escape pet package increased about 3.5 times compared to the previous year, gaining great popularity, leading to the launch of a new planned product this year. The package includes a stay at L’Escape with a pet dog and a studio photography session at ‘Ordinary Dogs’ by pet photographer Yeom Ho-young. In response to the surge in pet owners, L’Escape made the entire 9th floor a pet-only floor. They operate 14 rooms where guests can stay with their dogs separately, and also have a pet-friendly room in the restaurant Paled Shin.

Emart sells the ‘Emart-Sonopet Travel Package.’ It is a product that bundles a pet-friendly hotel room stay voucher at Sono Hotels & Resorts, unlimited use of the pet playground facility ‘Playground,’ and representative pet snacks and toys sold at Molly’s. Sono Hotels operates 157 rooms at ‘Hongcheon Vivaldi Park’ as a pet hotel where pets can stay with their owners.

Millennium Hilton Seoul launched a pet package this month that offers a professional dog training program at the hotel. Every Friday, a walking and etiquette training program is conducted by the head trainer of Wals, a professional dog training institution, for VIP package guests. An industry official said, “In the COVID-19 era, the number of customers wanting safe rest with family has increased, and actual sales rates are good, so such packages have also increased,” adding, “We expect this trend to continue for the time being.”

This content was produced with the assistance of AI translation services.