ITC Luxury Travel Group is reviving its ‘Kids in the Med’ brand after a five-year hiatus with the launch of a new family travel brochure.
Previously the family brand of tour operator Western & Oriental, which became part of ITC in June 2015, the new 2016 brochure brings together the best family holidays to Europe from across the group, featuring products from Western & Oriental and ITC Luxury Travel, along with hand-picked family villas from sister company Villa Select.
Jennifer Atkinson, CEO for the ITC group, said: “We’ve relaunched Kids in the Med based largely on feedback from the trade. The brand has retained strong recognition amongst agents who appreciated the emphasis it placed on the family-friendly aspects of each holiday and resort. By gathering product from across our various brands and also introducing a second brochure of long-haul family holidays, we’re giving agents a selection that’s larger and more diverse than ever before, presented in a user-friendly manner designed to help them sell to clients.”
The brochures feature a range of four- and five-star hotels, all-inclusive resorts, self-catering villas and inspiration for activity-based holidays. Each holiday featured in the brochure focuses specifically on the suitability and appeal for children, and the brochure also outlines hotels and resorts where special care is given to children’s dining options, services and room configurations.
Atkinson said: “As parents ourselves, we know that priorities change as soon as you start travelling with children, and we don’t believe parents or agents should spend their time trawling through the fine print to find a suitable holiday.
“Our aim is to lay plain the things they really need to know – whether they can book interconnecting rooms, what provisions are made for children of certain ages, what baby equipment is available in resort – and combine it with the things they want to know – is there a great swimming pool or tennis court? Can we take a cookery class? Can I arrange childcare for my toddler while I go for a spa treatment? These brochures go straight for the family-friendly details.” Kids in the Med covers destinations including Greece, Cyprus, Italy, Turkey, Portugal and Spain.
The group is also launching a second brochure, Kids Beyond the Med, featuring long-haul family holidays to the Caribbean, USA, the Indian Ocean, the Middle East and Far East.