Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Babymoons Come of Age for Travel Companies, Marketers: Will Other Sectors Become Fellow Travelers?

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Babymoons Come of Age for Travel Companies, Marketers: Will Other Sectors Become Fellow Travelers?

Article excerpt

Babymoons--vacations taken by a couple before the baby arrives--are poised on the brink of mainstream recognition as a significant life event--and a focal point for marketing to women. A January cover of US Weekly, for instance, highlighted a "Kardashian Baby-moon."

Expectant Parents Stay Domestic

One positive sign for babymoons becoming an established marketing term is that despite an uncertain economy, couples are still procreating. These parents-to-be are older than previous generations and tend to have more disposable income, reports the Pew Research Center. They also want one last free-for-all before their children arrive.

Three in 10 couples took babymoon vacations in 2011, according to TheBump.com. Those who took babymoons last year spent an average of $994 for a getaway typically lasting five days. The vast majority (79%) vacation within in the U.S. For most pregnant women, the second trimester is the preferred time for reasons of both physical comfort and confidence with appearance.

The most obvious marketing opportunities for babymoons center around travel-related services. Starwood Hotel's The W Hotel brand, for instance, offers Baby Me packages that include a pregnancy style guide for mom, and mini-moccasin shoes and a one-piece outfit for the baby. The hotel has created a special "Womb Service" menu designed to cater to the cravings of expectant mothers.

Royal Palms Resort and Spa in Arizona has expanded upon the typical mom-focused babymoon package by catering to both expectant parents. While moms-to-be receive massages, books, and food, dads-to-be are treated to 60-minute massages, cigars, and cognac.

There are opportunities for entertainment studios and book publishers to tie in with travel packages as well. Nearly all hotel packages include pregnancy guides and several include DVDs of classic pregnancy movies, such as Look Who's Talking and Three Men And A Baby. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.