A couple weeks ago, I was scrolling Instagram when I came across the headline: “The Most Luxurious Family-Friendly Hotels”. It made me pause. When I think ‘family-friendly hotel’, toddlers throwing tantrums at check-in, screeching babies at the breakfast buffet and sulky teens glued to their phones come to mind.
Luxury? Could those two worlds really coexist? Intrigued, I looked for answers from a few luxury family hotels — Stein Eriksen Lodge, Montage Deer Valley, Crystalbrook Bailey and Como Uma Canggu — and two Australian travel experts. The consensus? My initial perception was fundamentally flawed.
Lauren Benson, founder of luxury travel concierge company Benson Bespoke, says there’s a widespread misconception of what a ‘family-friendly hotel’ is, especially once you hear the words ‘all-inclusive’. The reality is that most progressive hotels have found a way to change the narrative.
“Some of the best hotels I’ve been to are positioned in the market as family-friendly, but you wouldn’t know it staying there,” Benson says. “Just because it’s family-friendly doesn’t mean it’s not also luxury to adults.”
Carl Taranto, area general manager of Crystalbrook Collection Cairns, encompassing Crystalbrook Bailey, agrees that to many, a ‘family-friendly’ label means indulgence is sacrificed, which isn’t the case.
“The reality is that luxurious family-friendly hotels have the services and facilities you’d expect, but with thoughtful touches for families like spacious accommodation, kid-friendly dining options and activities that appeal to all ages,” Taranto says.
To Como Uma Canggu’s GM, Henry Scott, a luxury family hotel has thoughtful design, impeccable service and experiences for all ages. At his property, kids can learn Balinese arts and crafts or take a cooking class at the kids’ club, while adults can book a surfing lesson or massage, or lounge at the beach club, knowing their kids are well looked after.
The conversation reveals a broader shift: the definition of ‘luxury’ is evolving. It’s moving beyond opulence and exclusivity, instead embracing authenticity, sustainability and meaningful interactions.
“Luxury is about the small details like remembering a guest’s name when they return or noting a special occasion in the guest’s reservation so our front desk can mention it when they arrive,” says Jeannie Lambert, corporate director of marketing at Stein.
Joseph Mattioli, GM of Montage International, says a big part of Montage Deer Valley’s ‘luxury’ label is its curated experiences. The hotel offers private mountain adventures, like snowshoeing, tubing or hiking, and personalised dining, with all experiences allowing families the chance to create lasting memories.
Peter Hook, who has 30 years’ experience in Australia’s hotel and tourism industry, says the changing definition of ‘luxury’ is due to a generational shift in the last decade affecting travel.
“Couples have had children later or as part of second marriages, so they have a different perspective on travel than when they were younger,” Hook says. “They want to be able to share their experience with their families.”
Benson says ultimately, the best luxury hotels will continue to evolve with their guests. “True luxury is about ease, and for families, that means not having to choose between an enriching experience for their kids and spoiling themselves,” she says.
Ultimately, it’s clear the notion that ‘family-friendly’ and ‘luxury’ are mutually exclusive, as I initially thought, is a relic of outdated perceptions. Today’s luxury family hotels blend sophisticated experiences for adults and enriching adventures for kids. The resulting stay meets our new definition of luxury — and proves that even tantrums can be five-star.
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