Shangri-La’s strategy to increase family hotel bookings

The brand’s Fam.ily programmes are designed to enable guests to “explore, bond and grow together”

Shangri-La Group has announced the launch of Shangri-La’s family experience brand Fam.ily, which will create experiences for multi-generational families, as well as provide support for customers who are parents.

This summer, pilot Fam.ily programmes offering a mix of active and creative family experiences will be rolled out at four properties across Mainland China. Families can stay in themed family suites that have been thoughtfully designed to accommodate multigenerational groups. Little guests can take a memorable adventure to a jungle, castle, outer space or underwater wonderland from the comfort of their rooms, while the adults enjoy some much-needed downtime in their adjacent room.

Fam.ily strives to facilitate learning and communication among parents by building a supportive community where they can connect and exchange experiences with one another through multiple channels, such as online chat groups and family events. Fam.ily also harnesses Shangri-La’s own insights and expertise by engaging thought leaders and experts in parenting and child development to share their knowledge with the Fam.ily community. These experts will share ideas and tips for fostering bonds across generations and achieving work-family balance.

For more information, see here