Babymoon trend bumps honeymoons aside
Honeymoons already mean big business for the UK travel industry, as couples look to “splash out” on their first holiday of married life. Now, “Babymoons”, a new trend sweeping the United States, offer the industry new revenue potential, according to a special report launched on Monday at World Travel Market.
According to the WTM Global Trends Report 2006, produced by Euromonitor International for World Travel Market, “the babymoon” is a package specifically designed for expecting couples, offering them an opportunity for one last holiday before the life-changing arrival of their first child.
While it is not recommended that women fly after 36 weeks of pregnancy, they can still travel by land or rail to nearby hotels for a getaway. According to the WTM Global Trends Report 2006, examples of hotels offering babymoon packages include the Miraval Resort and Spa in Arizona and Peter Island Resort in the British Virgin Islands, both of which offer spa treatments specifically for expecting mothers, courses on parenting, as well as special menus catered for the well-known erratic food desires of expectant mothers!
Caroline Bremner, Euromonitor International’s Global Travel and Tourism Research Manager explains, “Babymoons are being marketed to expecting couples in the US as a holiday to remember, where they can relax and have valuable couple time before the arrival of their son or daughter. By helping couples celebrate such a special life stage event, travel operators have the opportunity to build customer loyalty, encouraging the couple to turn to them again when planning family vacations in the future”.
Fiona Jeffrey, Manager Director of World Travel Market and mother of two, said: “Life changes dramatically once a baby comes along and couples know that holidays are going to be quite different from those they had in their freedom days. The travel industry is now beginning to recognise the babymooners as a valuable new market.”
“Babymoons” are just one of several life stage holidays emerging in the US market, according to the WTM Global Trends Report 2006, as US travel operators try to develop new, customised products to standout in an ever-commoditising marketplace.
Caroline Bremner comments: “Other life stage packages we are noticing in the US, which the travel industry in the UK would be well advised to take note of, include teenage birthday party sleepovers in hotels and ‘grand travel’ packages, for grandparents wishing to bond with their grandchildren.”
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