NEW YORK -- We
are big believers in family travel, said Charlotte St. Martin,
executive vice president for marketing at Loews Hotels, in talking
about the chains recently launched Family Concierge program.
Available at all
Loews properties in the U.S. and Canada, the family concierge is
trained to anticipate the needs of families.
In order to
accomplish this, Loews partnered with Parenting magazine to develop
a training program for staff selected to be the designated family
concierge at each of their 20 properties.
Our new Family
Concierge program naturally follows our Loews Loves Kids program,
the T. Loews for Teens and our Generation G for grandparents
traveling with grandchildren programs, St. Martin said.
of Michigan and her 15-year-old daughter, Nakayia, were among the
first to experience the Family Concierge program at New Yorks
Regency on Park Avenue in August.
It was excellent,
Jackson said. The family concierge was always available to answer
questions about dining, shopping, tours and even specific
In fact, my
daughter thought the recommendations were very hot, which in a
15-year-olds language is very complimentary, she added.
with children will be contacted prior to their arrival to discuss
the specific needs and preferences for their vacation.
St. Martin said
the staff then goes through a checklist with families, giving
advice and putting our expertise and knowledge of our properties
and our destinations at their service.
It could be as
simple as answering questions about our kids club and baby-sitting
services or more complicated issues like identifying attractions
suitable for children of different ages.
gets a comprehensive training manual addressing a range of
family-travel issues, from how to pack for a newborn to appropriate
destination activities for families that are traveling with
teenagers or siblings of different ages.
also receive a couple of days of hands-on training with experts
from Parenting magazine.
St. Martin said
she foresees a surge in people combining business travel with a
family vacation and wants to be ready for them.
She noted that a
Yesawich Pepperdine Brown & Russell/Yankelovich report from
2003 showed 19% of business travelers said they would be extremely
or very likely to take a combined business and pleasure trip, up
from 12% the previous year.
Loews pays 10%
commission to agents. For more information, call (800) 23-LOEWS or
reporter Kaleel Sakakeeny, send e-mail to [email protected].