At Rosewood, ultimate luxury is a family affair

Children at the Rosewood London, one of the hotels offering Rosewood Family Time packages
Jeri Clausing
Jeri Clausing

With luxury travel decisions increasingly being driven by experiences over accommodations, hoteliers have had to also become tour operators of sorts, putting together packages that promote their destination as well as their property.

This summer, Rosewood Hotels and Resorts is building on that concept with a new "family time" program that offers a mix of activities designed to help families get an insider's perspective on each of its 27 hotels' unique destinations while indulging in what it calls the ultimate luxury: quality family time.

Experiences range from visiting an elephant sanctuary at a Laotian World Heritage Site to truffle-hunting with trained canines in Tuscany, "adopting" a coral garden in Bermuda's ocean waters, horseback riding through a California redwood forest and walking through the doors of a chef's own home for an authentic Middle Eastern feast.    

"Rosewood guests of all ages have the explorer spirit and these experiences will not only fuel meaningful bonds between children, parents and extended families, but encourage deep connection with the cultures and communities they visit," said Sonia Cheng, CEO of Rosewood Hotel Group in a statement about the new program. 

Each hotel's program of experiences has been inspired by the brand's "A Sense of Place" philosophy and showcases each destination's unique culture, traditions and attractions. The activities follow three themes: cultural exploration, culinary bonding and wellness and sports.

"Rosewood Family Time is designed for families to spend time together, to engage, learn and stretch boundaries while having fun, and to spark a life-long love of discovery amongst our youngest guests," Cheng said.

Recognizing, however, that too much family time might not always be a good thing, each of the properties also continues to offer the brand's signature Rosewood Explorers and Rosebuds programs to keep younger children and toddlers entertained while their parents enjoy some down time.

JDS Travel News JDS Viewpoints JDS Africa/MI