Pleasant Holidays Enhances Family Offerings

Travel agents can use Pleasant Holidays’ tool to tap Hawaii’s growing family travel market By: Marty Wentzel
Pleasant Holidays is placing an emphasis on multigenerational travel. // © 2012 Pleasant Holidays
Pleasant Holidays is placing an emphasis on multigenerational travel. // © 2012 Pleasant Holidays

The Details

Pleasant Holidays

Pleasant Holidays’ new Family Celebrations brochure highlights many destinations, but its section on Hawaii is the most comprehensive by far. The reason for that is simple, according to Pleasant Holidays’ president Jack Richards: When it comes to family travel, Hawaii is hot.

“Hawaii family vacation travel is stronger than ever,” said Richards. “Our number of customers per booking is slightly higher than in years past. This tells us that more people are traveling together, with their children, grandparents and so on.”

While Pleasant’s overall group business to Hawaii has been growing in recent years, group leisure travel — specifically requests for family vacations — is definitely trending upward, according to Richards.

“We anticipate the family travel segment to grow even further as we see an increased interest in families wanting to spend more time together, if just for a weekend getaway,” he said.

Traditionally, clans get serious about making their reservations for summer travel during early to mid spring, so the timing of the brochure release is just right, said Richards.

“The Family Celebrations brochure provides a full-color sales tool for travel agents to help guide families to the accommodations and activities that will create the summer vacation of a lifetime,” he said. “It’s ideal for face-to-face conversations with individual clients in the agent’s office as well as for larger forum discussions at consumer travel shows.”

Of the booklet’s 16 pages, four pages are dedicated solely to Hawaii, and it showcases up to four times as many resorts as those in other destinations. With images of hotels and resorts on four major islands, its accommodation listings provide descriptions of family-friendly amenities such as kids’ clubs, pools and barbecues.

The brochure also spotlights activities for all ages and interests. Options include submarine rides with Atlantis, tickets to luaus, snorkeling adventures, ziplining and helicopter tours as well as visits to must-see attractions, including Waimea Canyon, Hawaii Volcanoes National Park, Pearl Harbor and the Polynesian Cultural Center. Agents can reserve excursions in advance to ensure the best selection for their clients as well as to increase their commissions.

The brochure suggests American Safari Cruises’ Hawaii offerings as another way for families to slow down and connect with each other as well as the destination.

Pleasant is distributing the new brochure to its key accounts and making it available at trade events and travel shows focusing on summer family travel. Travel agents can order the brochure via e-mail at or by contacting their local business development manager.

“Our primary goal is to serve our travel agent partners, who are the core of our business,” said Richards. “By providing them with additional tools, this helps increase their sales and ours. As we expand our business development initiatives into new territories, this brochure also becomes a tool to increase our brand presence and recognition.”

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