Large hospitalityenterprises are looking at guests from a newangle - downward. Young children are now the focus, as Liu Weifeng reports.

Hotels are now targetting the youngest decision makers in the family, those with the best access to the purse strings. Such international chains as The Ritz-Carlton, Shangri-La Group and Westin have all added new attractions specifically aimed at juvenile consumers. Ritz-Carlton hotels worldwide are leading the pack by introducing kid-friendly programs with the launch of its Ritz Kids programming in partnership with Jean-Michel Cousteau's Ocean Futures Society, a US-based nonprofit organization.

"We're very excited to continue our highly successfully relationship with a unique individual whose entire life has been dedicated to preservation of the environment, with particular attention to marine conservation and education," says Herve Humler, president and chief operating officer of The Ritz-Carlton Hotel Co.

Ritz Kids is a luxury experience tailored for young guests ages 4 to 12 with a diversified program which encourages children to explore the world around them with a heightened awareness of environmental conservation.

"As a flagship property in the Asia-Pacific region, we're piloting the Ritz Kids program, because we have the highest number of family guests staying with us," says Tarik Temucin, hotel manager of The Ritz-Carlton, Sanya.

The ratio of families checking in the hotel is pretty high, hovering around 70 to 80 percent, and coming mostly from the Chinese mainland, especially Beijing, Shanghai, Guangzhou and Shandong and Sichuan provinces.

Tarik himself is a father of two, and he sent his 6-year-old to the Ritz Kids club to test out the program.

"It serves more than just a playground with slides or swimming pool ... she came back with a list of queries about the ocean, sharks and other questions about the environment and nature," he says, relating his daughter's experience.

Running this children's program has definitely helped to increase the number of repeat guests and enhance their loyalty, according to Tarik.

The content of the Ritz Kids program was created by Ocean Futures Society exclusively for The Ritz-Carlton. The environmental expertise offered by the ocean-protection organization allows all the 84 Ritz-Carlton hotels worldwide to craft fascinating experiences that are based on four key pillars - water, land, environmental responsibility and culture.

According to Jean-Michel Cousteau, who has spent his life exploring the natural wonders of the world, the fun and exciting activities appeal to a child's innate love of discovery and sense of curiosity. All children start out as scientists, constantly asking. "Why? What's that? How does it work?"

"Ritz Kids is offering something no other hotel company has - globally consistent, immersive programming that builds upon the adventures of travel your child will always treasure. These experiences will be remembered long after their stay," he says, speaking at the global launch of the program in December 2013.

An array of environmentally focused experiences, both indoors and outdoors, is tailored to intrigue and thrill young minds. Ritz-Carlton resorts will offer an array of exciting adventures, each rooted in one of the key pillars, and designed to engage dialogue, spark curiosity and draw wonder from each hotel's dynamic culture and locale.

At the Ritz-Carlton, Sanya, the kids club offers courses which include Sharks, Something's Fishy, Water Wows, Green Goodies, Whale of a Tale, Create a Sustainable Community, Sea Turtle Feeding and Education.

To better serve the little VIPs, the hotel also set up a separate concierge station for them.

"We aim to build a paradise to fulfill all their wishes and needs, from the moment our petite customers step into the hotel. Waiting for them are unimaginable surprises everywhere created by our committed ladies and gentlemen." At the Ritz-Carlton, Sanya, even its famous butler service is extended to the junior guests.

The children's swimming pool with warm water, and the Uncle Martin's Secret Garden will wow the young guests by encouraging them to explore the water and garden.

The Ritz-Carlton is not alone in targeting the young ones.

In Beijing, Kerry Hotel has seen a rise in its business travelers over the weekend since the open of its Adventure Zone in November 2013.

"Business travel normally occurs Monday through Friday, but these frequent business travelers now have a higher tolerance of traveling during weekends when their family, especially children, can come along and have fun in the hotel," says Liang Xue, assistant communications manager of the hotel.

The Adventure Zone, a joint partnership between Concept-i and David Taylor Design, is an indoor entertainment venue for kids and those seeking childhood memories.

Its slides attract both toddlers and teenagers, and the thrilling vertical slide drop impresses both the adventurous child and the playful adult.

David Taylor, designer of the slides, gets his inspiration from his family of four children and six grandchildren, who often become the first users of the slides and give him feedback on which are fun, exciting and safe.

Westin Hotels, under the Starwood Hotel Group, has also been creating a concept called Westin kids club to offer value-added service. Its concept is based on the urban resort hotel with child-friendly facilities and services. The idea has attracted local residences who want an accessible weekend get-away with the family.

Contact the writer at liuweifeng@chinadaily.com.cn.

(China Daily 01/04/2014 page13)