In response to changing travel habits in the Asia-Pacific region, Marriott has developed a new children’s program designed to provide fun and educational experiences for children age five to 12. The program, “MAX!,” launched in India on Monday, with the entire region being targeted for a full rollout to follow. The program will reach into countries including Australia, China, Indonesia, Malaysia, and South Korea.
The program is based on four pillars; Be Active ensures that children are given opportunities to get up and engage in energetic activities like dance lessons, Stay Curious stimulates intellectual development with things like cooking and art, Go Explore encourages the children to seek adventure, and Just Relax allows them to calm down and enjoy a tranquil experience.
By allowing individual properties to design activities according to these pillars, the program stays true to each location’s culture and customs. This ensures varied activities for children that may have participated at multiple Marriott locations.
The program was designed with new Asia-Pacific travel habits in mind. Families in the region are now traveling as multigenerational units, creating a need for programs to cater to guests of all ages. Parents in this region are also adamant about providing educational experiences for their children, even while on vacation. India was selected as the launch nation because of its booming middle-class, creating a high demand for travel and hotels across the country.
“MAX!” was created with input from current Marriott Rewards members, who were looking for a program that would fulfill the natural desire for children to be active and learn about the world around them.
“By introducing MAX!, Marriott Rewards aims to exceed the high expectations parents have when they choose a hotel for their family vacation,” said Anka Twum-Baah, Vice President of Customer Loyalty & Content, Asia Pacific at Marriott International. “Providing children with enriching experiences has a positive effect on their lives. We are launching ‘MAX!’ with the aim of inspiring children to enjoy a range of memorable experiences that they can share with their family and friends.”