Babymoon Numbers Soaring

Erin Blank | 30 June 2006 |

A new widespread travel phenomenon, the “babymoon” (coined by British author and childbirth educator, Sheila Kitzinger), is defined as the important time a family spends together, alone, during a baby’s first few days of life. Researchers feel that this special time helps new parents bond with their newborns, as well as adjust to their new roles as parents.

The travel industry agrees, seeing this new trend as an opportunity to capitalize on this niche market. The hospitality industry has even modified the timeframe to include the time before a new mother gives birth, allowing the soon-to-be parents one last hurrah before the days of sleepless nights and diaper changing begin. For the travel services industry, this is a very profitable market to target. These travelers are most likely from dual income households, looking to take advantage of their last vacation as a couple before baby comes. With over six million pregnancies annually in the United States, this phenomenon has the potential to become a serious travel trend.

How can you make your property more babymoon friendly? How can you implement marketing strategies to take advantage of this travel trend? We’ve compiled a list of ideas to help get you started. Take one of your basic lodging specials or packages, and add some of the items below to create the perfect babymoon environment for your guests.

Pre-baby indulgences for parents to be:

Substitute champagne for sparkling water in your romance package
Keepsake gifts at check-in such as a picture frame, photo album, or stuffed bear
Pregnancy body pillows in the room
In-room movies and snacks
Relaxing CD with a lullaby mix
Gift certificate to a local baby store
Gift basket with pregnancy-related goodies
Milk and cookies at bedtime
A spa pedicure for mom
A cigar for dad
Daily breakfast in bed
Couples massages or other spa treatments
Late checkout
A journal for mom to write in, for the baby to read at an appropriate age

A positive babymoon experience will give the couple a memory of a lifetime - one they’re sure to tell others about. Be creative in pampering parents-to-be… and make sure you dedicate a section or page on your lodging website to your offerings.

Erin Blank - Blizzard Internet Marketing, Inc.