Exploring the Service Needs of Customers With Children Under the Age of Six Years in Chinese Luxury Hotels

Abstract

The existing academic literature has addressed the service demands of family vacationers from hotels, yet it has commonly overlooked a significant subgroup—families with young children, particularly within the context of Chinese family education. This study delves into this specific niche by investigating expectations, motivations, and perceived performance from three dimensions, with a focus on children under the age of six. The research integrates the educational philosophies and traditional cultural backgrounds of the new generation of Chinese parents to comprehensively understand the behaviour of this subgroup within the hospitality sector. Through in-depth interviews with 16 Chinese parents, detailed service requirements were revealed. The findings indicate a lack of attention by luxury hotels in China on this particular group. Recommendations include the provision of parent-relaxation-oriented and educationally enriching parent-child activities and spaces, along with meticulous attention to facilities relevant to young children. Finally, the paper discusses theoretical and practical implications, proposing suggestions for future research. This study aims to offer valuable practical guidance to luxury hotel operators, addressing the identified gap in academic research.