When people talk about boutique hotels, they often think of luxury experiences aimed at adults looking for a high-end escape. But there’s a huge, often-overlooked group looking for an equally memorable stay: families.

Millions of families are out there looking for trips that offer quality time together, unique experiences, and warm, personal service—not just kids’ clubs and water slides, but genuine hospitality that caters to all ages. Independent hotels are in a great position to give families exactly what they’re looking for, and for the next decade or two, families could be the most important guests for boutique hotels.

Generation Z, those born between 1997 and 2012, are now in their 20s and early 30s and are starting families of their own. Studies show that these young families value family more than any generation in recent memory, with 73% of Gen Z saying that becoming a parent enhances who they are. They’re looking to spend quality time with their families, and they want experiences that are memorable, intentional, and engaging. They’re likely to travel with their kids in tow, and they’re interested in places that welcome and value their families.

For boutique and independent hotels, there’s an exciting opportunity here. Unlike big chains, indie hotels can be more flexible, creative, and personal. They can design spaces and experiences that make families feel comfortable, valued, and included. Below, we’ll explore what makes family-centered boutique hotels successful and highlight a couple of case studies where indie hotels have made family experiences central to their approach.

The travel industry hasn’t traditionally focused on families when it comes to boutique hotels. It’s common to see luxury or upscale hotel brands marketing to solo travelers, couples, or business travelers. But as the next generation grows older and more of them start families, we’ll see a shift. They’ll look for trips that give them a chance to spend time together and make lasting memories. And they want more than just a “kid-friendly” hotel with basic accommodations; they want thoughtfully curated stays that cater to the whole family, where each member feels included and engaged.

Still not convinced that focusing on kids matters? Here are some stats that might surprise you, taken from The Global Hospitality Kids Report:

As you can see, there’s real potential in focusing on family travelers. Here are a few more things that families are searching for with their next hotel stay.

They Want More than a Standard Hotel Room: Young parents are looking for spaces and experiences that feel unique and special. Instead of just providing the basics, hotels that offer thoughtful amenities, flexible layouts, and creative experiences stand out.

They’re Looking for Meaningful Experiences: Families today want more than just a room to sleep in. They want activities that allow them to bond, spaces where they feel welcome, and experiences that let them create lasting memories together.

They Travel More Frequently than You Might Expect: Families, especially young ones, are likely to take several trips per year, whether for family reunions, long weekends, or holidays. By catering to families, hotels can tap into a group that is more likely to return.

When independent hotels put families at the forefront of their experience, they create spaces and amenities that work for both parents and kids. Here are a few ways boutique hotels are rethinking family stays:

Flexible Room Layouts and Practical Amenities

Family suites with multiple sleeping spaces, bunk beds, rooms with kitchenettes, and adjoining rooms are all appealing to families. By offering larger rooms or flexible layouts, hotels give parents the chance to relax and unwind without feeling cramped.

Moments for Connection

Family-oriented hotels should provide experiences that foster connections, helping families create lasting memories. Think fireside storytelling sessions, nature hikes, or family cooking classes. These shared moments deepen bonds, enhance guest satisfaction, and encourage return visits.

Unique Experiences for All Ages

Instead of just offering adult-only activities, family-centered hotels can create experiences that appeal to everyone. Think campfire storytelling, scavenger hunts, family-style dinners, and simple, local excursions that give families a chance to explore together.

Dining Options that Cater to Families

Families appreciate menus with options for all ages—quality kids’ meals, but also healthy and adventurous choices that parents and older kids will love. Hotels that offer family-style meals or picnics make it easy for families to gather without the fuss of finding a restaurant that accommodates everyone’s tastes.

Thoughtful, Personal Service

Families want to feel welcome, not like an afterthought. Small gestures—like providing board games in the room, kid-sized robes, or family-friendly activity guides—make families feel valued.

Wanderland London is a pioneering consultancy dedicated to transforming the hospitality experience for children and teenagers at premier hotels worldwide. By reimagining traditional amenities and activities, Wanderland crafts unique, engaging experiences that captivate young guests and foster lasting family memories.

Their innovative approach includes designing bespoke amenities such as The Gaming Station, The Creator Kit, The Kids Minibar™, and The RC Fleet™. These offerings not only entertain but also encourage creativity and family interaction, setting partner hotels apart in the competitive hospitality market.

By focusing on the needs and interests of younger guests, Wanderland helps hotels build stronger relationships with families, leading to increased loyalty, higher guest spending, and more frequent and extended stays. This strategy not only enhances the guest experience but also contributes to the hotel’s reputation as a family-friendly destination. Through their work, Wanderland demonstrates how thoughtful, child-centric hospitality can create memorable experiences for families, benefiting both guests and hotels alike.

The Ozarker Lodge in Branson, Missouri, is a boutique hotel that places families at the heart of its hospitality experience. Understanding the needs of modern families, The Ozarker Lodge offers spacious accommodations with flexible layouts, allowing families to choose rooms that best suit their needs. The hotel provides fun amenities such as local saltwater taffy at check-in, a natural playground, and a children’s play nook in the lobby.

The Ozarker Lodge creates unique experiences for all ages. Families can enjoy outdoor movie nights, nature walks at nearby trails, and seasonal arts and crafts sessions designed to engage both children and their parents. The hotel also offers food and snack options that cater to families by offering menus with diverse choices that appeal to both kids and parents. The hotel even went as far as to write and illustrate their very own children’s book, “Rusty’s Big Adventure in the Ozarks” that can be purchased in their lobby.

The Ozarker Lodge’s commitment to thoughtful, personal service is evident in the small touches that make a big difference.

Families today are looking for more than just a place to stay—they want places that make them feel comfortable, valued, and genuinely welcome.

When hotels invest in engaging, well-designed amenities and activities for kids, they unlock an underutilized path to increasing revenue per available room (RevPAR). By creating memorable experiences for children, hotels foster loyalty and encourage families to stay longer, return more often, and spread the word about their fantastic family-friendly stays.

For indie and boutique hotels, focusing on family travel is not only a way to capture a new and growing market but a chance to create destinations that become a meaningful part of guests’ lives. The hotels that build their brand around welcoming families aren’t just creating one-off visits—they’re creating spaces where families can build memories, year after year.

The next decade offers a unique opportunity for boutique hotels to lead in the family travel space. By providing thoughtful amenities, flexible accommodations, and unforgettable experiences, indie hotels can establish themselves as go-to destinations for young families. And as these families return time and again, they’ll bring friends, share stories, and deepen their connections to the places that feel like a second home.

Family-focused hotels can deliver stays that feel both personalized and memorable, blending charm with practicality and experiences with connection. As a new generation places family life at the heart of their values, hotels that embrace family-focused hospitality now will be the ones to build lasting relationships, become part of family traditions, and foster loyalty that spans generations.

It just makes sense. We all know that “the best investment you can make is in the memories you create with your family.”