Trends Report, December 2003: The Loews hotel chain and "17" magazine team up to ask tweens and tweens what they want from a family vacation.
Parents facing the challenge of enticing and entertaining teens on a family vacation have the Loews Hotels & Resorts group and Seventeen magazine to thank. In 2003, the two partnered on an online survey of 8,000 teens to find out what teens and tweens really do want in a family vacation.
And, most important of all to teens, they listened.
Based on their input, Loews designed the T. Loews package to offer a free kit including a "T. Loews" logo bag and drink bottle; tokens for the hotel's game room; access to a lending closet for electronic gear and games; suggestions for local shops and attractions; and sample magazines, cosmetics, or whatever else a marketing partner has in mind.
Top Teen Traveler Survey Results
The group of respondents was impressive. Of the 8,000 teens who completed the online survey, 54% were 14 to 16-years-old; and 24% traveled with parents two or three times per year.
Privacy was the most important factor in a family vacation for the majority of respondents. A full third, or 35% of the teens surveyed, dreamed about a separate sleeping area, with privacy from parents. Loews Hotels then introduced a second room at discounts of up to 50%.
But where do you put siblings when 42% of these teens said they preferred to travel alone?
Other Teen Trends to Note
- 69% of those surveyed would consider joining a teen club if the activity was appealing
- 46% were very interested in learning more about their destination' s local culture and cuisine
- 38% dreamed of hanging out at the spa for beauty treatments, and the same kids living in fantasyland dreamt of unlimited room service
For more information on taking advantage of the T. Loews program at most of Loews 20 North American properties, call 800/23-LOEWS or visit www.loewshotels.com
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