1. MÖVENPICK is a registered trademark of Mövenpick Holding AG.
Best Innovation In
Hotel Concept Award
2. 01 Presentation
1. Name of the concept: Mövenpick Family
2. Our innovative concept and its focus points
Making moments: What makes our Family Programme different is that it not only
focuses on the practical needs of our valued family guests, but their emotional
requirements too, which is essential given the fast-paced digitally-driven world in
which we live.
As well as providing them with spacious value-for-money room options, healthy
kids’ meals, complimentary amenities and equipment, plus services that make
their stay stress free, our Family Programme offers parents and children what
they desire most – shared experiences and quality time together, which makes for
lasting family memories.
The programme evolves around five pillars including:
a) On-Demand Baby Essentials, a borrowing service for parents
b) Power Bites, our fun, healthy meals for kids
c) Family-friendly amenities and services
d) Little Birds Club, with memorable signature experiences
e) Room package, offering sizeable room discounts
3. Mövenpick Family: Five Pillars
a) On-Demand Baby Essentials
Mövenpick Family is great for families that travel with a baby or toddler.
Through our ‘On-Demand Baby Essentials’ service, parents can borrow the
following childcare equipment with our compliments when they stay at any
Mövenpick hotel or resort around the world:
• Baby crib
• Bath towels
• Portable Baby Bath
• Car seat
• Stroller
• Bottle rack / washing liquid
• Plastics to cover electricity
• Slip-proof mat for the bathtub
• Children proof plugs
• Rocking chair
• Bottle warmer
4. Mövenpick Family: Five Pillars
b) Power Bites, teaching kids healthy eating habits for life
• The Mövenpick Power Bites menu ensures our young guests enjoy
healthy tasty food during their stay with us. The menu’s exclusive
dishes promise little diners and their parents nutritional ingredients and
healthy cooking methods and preparation, all presented in a fun and
enticing way.
• Our ultimate goal is to encourage healthy eating habits that go beyond
their stay at Mövenpick. In this respect, our Power Bites dishes aim to
give them positive memories of healthy eating from a young age.
• Every Mövenpick hotel offers Power Bites dishes at its restaurants and
on the in-room dining menu.
5. Mövenpick Family: Five Pillars
c) Family-friendly amenities and services - taking the stress out of family travel
Consistency was key when rolling out our Family Programme and every hotel globally now
offers the same family-friendly facilities and services:
6. Mövenpick Family: Five Pillars
d) Little Birds Club
Our ‘Little Birds Club’ offer a range of fun and educational activities for the entire family, which is in keeping with
our goal to offer shared experiences. The signature activities adhere to a well-thought-out plan focused on five
key areas of learning or experience, all of which are aligned to Mövenpick’s brand strategies:
• Local flair: helping young guests to learn about the local culture of the destination through art, craft or music;
• Family activities: encouraging children and their families to have fun together and ‘make memories’ by taking part in shared experiences
such as dance classes or fitness challenges;
• Environmentally-friendly activities: promoting the importance of protecting the planet.
• Cooking classes: leveraging Mövenpick’s culinary heritage and in keeping with the Power Bites kids’ menu;
• Children’s library: packed full of books for young guests to borrow and read in their hotel room at their leisure.
7. Mövenpick Family: Five Pillars
d) Little Birds Club – signature experiences around the world:
• Asia: Activity highlights include a visit to the organic garden followed by Thai cooking classes
at Mövenpick Resort Karon Beach Phuket; folding coconut leaves into animal shapes at
Mövenpick Bangtao Beach Phuket; an ‘adopt-a-plant’ initiative and Ukelele guitar lessons at
Mövenpick Hotel Mactan Island Cebu; and traditional Balinese ying kite making plus basic
Balinese language lessons at Mövenpick Resort & Spa Jimbaran Bali.
• North Africa: Little Birds Club experiences range from Nubian dancing and henna tattoo
painting at Mövenpick Resort Aswan and Bedouin-inspired arts and crafts at Mövenpick
Resort Taba, both in Egypt, to using recycled materials to design toys, plus garden tours at
Mövenpick Hotel Mansour Eddahbi Marrakech, Morocco.
• Levant: In Jordan, Mövenpick Resort Aqaba is teaching children Arabian Dabke dance steps,
offering live sand art demonstrations and educating them about Red Sea marine life, while at
Mövenpick Resort Tala Bay Aqaba, the action-packed itinerary includes organic garden tours,
painting classes and the ‘Famolympics’ where all family members tackle pool and beach
obstacle courses together.
• GCC: Young guests are being treated to beachside bird-watching at Mövenpick Beach
Resort Al Khobar, Saudi Arabia and arts and crafts sessions at Mövenpick Ibn Battuta Gate.
• Europe: At Mövenpick Hotel Stuttgart in Germany, kids are invited into the property’s kitchen
for a journey of discovery. The ‘Mini Kitchen’ experience immerses them in a culinary world
where they learn about local ingredients and cooking styles.
8. Mövenpick Family: Five Pillars
e) Aligned Room Package
• Mövenpick Family package “Happinest” guarantees that a family will stay together
• Connecting rooms are guaranteed
• Apart from sizeable discounts, kids up to 5 years eat for free
• Children from 6-12 years get 50% discount.
9. 01 Presentation
3. When, and for what reasons has the concept been
introduced?
• The Family Programme was officially launched in April 2017;
• We wanted to stand out from our competitors by offering
families what they really want and need, based on our wide-
ranging research. Most competing hotels focus on room
discounts to attract family business, but few offer family-
friendly amenities and services, particularly in such a
consistent fashion – i.e. at all properties globally – and none
provide signature experiences involving the entire family;
• We have taken a holistic approach to meeting the needs of
our young guests and their families. This goes far beyond
attractive offers and discounts to provide meaningful
services, amenities and most importantly, experiences that
are really important to every member of the family.
10. 01 Presentation
4. What kind of surveys were conducted to launch the concept?
Mövenpick collaborated with CST International to conduct a research project in 2016. It involved 18 countries including Germany,
Singapore, Philippines, Jordan, Saudi Arabia, UK, Australia, India, among others. In addition, we conducted focus groups with parents
to ensure we had a true picture of family preferences before we put together the final plan for our Family Programme.
Key research results:
1. The room offering is a top priority: 24% of parent respondents said issues related to the hotel room – price and configuration - were the biggest issue when
booking a family holiday. The room must offer the necessary space and privacy at an affordable price. The challenge families identified was: “Finding a big
enough hotel room at a reasonable price.”
The solution: Guests booking our family offer stay in our spacious family rooms or in connecting room.
2. A Kids Club is crucial: When making decisions about where to stay, families look for hotels with dedicated children’s’ entertainment provided at a
professionally-run club.
The solution: The Family Programme includes a Little Birds Club offering signature services and experiences.
3. Food matters: Parents are conscious of the food options being offered to their children and want the menus to include attractive healthy options as well as
the more traditional offerings.
The solution: The Programme includes the Power Bites menu, offering healthy dishes that are presented in a fun way at all hotels.
4. Family-friendly: A family-friendly ambience and suitable services and amenities were highly desirable.
The solution: From babysitting to kids’ TV channels, our hotels provide parents and kids with ‘essentials’ that make for a stress-free holiday.
5. Kids make booking decisions: 75% of parent respondents say their children influence the holiday booking with 60% showing their children the hotel’s
website. Hotel websites must ‘sell’ to the children as well as to the parents.
The solution: Our Family Programme web and marketing material features cute and quirky ‘Little Birds’ graphics designed to appeal to children.
11. 02 Communication and Implementation
1. How many properties are concerned by this new concept?
Our Family Programme is global. All our 83 hotels and resort across Europe, Africa, Middle East and Asia are
participating in the programme.
12. 03 Conception
1. Have partners been involved in the definition of the concept?
• All aspects of the Family Programme were defined by the Mövenpick Hotels & Resorts team based on market research
and parent focus groups.
• For the Power Bites concept, we collaborated with Fathima Mansoor, a South African mum of three children, living in
Dubai. Fathima is a blogger and influencer with an interest in healthy eating.
2. What are the main innovative aspects of the concept in terms of marketing?
• Website graphics: With 75% of research respondents revealing their children influence the room booking, with 60%
showing them the hotel’s website, we adapted our web and marketing material to appeal to young guests.
• Child-friendly illustrations: A set of cute and quirky ‘Little Birds’ graphics were designed to illustrate certain aspects of our
Family Programme to appeal to young guests. These have been incorporated across the programme's internal and
external collateral and communications.
13. Innovative aspects: Marketing material
• The bird illustrations were placed on lifestyle imagery, as part of the scene, interacting with the real-life
subjects of the scene (children at play or families)
• This photograph composition is apply on flyers, posters, website and digital ads
14. Innovative aspects: Marketing material
• The bird illustrations were incorporated even in the dedicated video to launch the campaign
• Click here to watch the video
15. Innovative aspects: Marketing material
• Further illustrations showing the birds doing different activities related to travel and leisure were created
• Dedicated guidelines were created for all collateral and material related to the programme
16. 4. Performance
1. How did you assess customer satisfaction related to this concept?
• Feedback through Guest Online Reviews
Mövenpick Resort & Spa Jimbaran Bali
17. 4. Performance
Mövenpick Resort & Spa Tala Bay Aqaba Mövenpick Hotel Marrakech
Mövenpick Hotel Ibn Battuta Gate Dubai Mövenpick Resort & Spa Karon Beach Phuket
18. 4. Performance
1. How did you assess customer satisfaction related to this concept?
• Feedback through bloggers, media and guests stays though social media. We created the hashtag
#MovenpickFamily to track feedback
• We track as well photos of the activities our hotels have implemented
