Exploring the business feasibility of childcare provision in hotels.

Abstract

In light of continuous growth of family tourism hotels should consider providing childcare to family guests. Very few hotels have however embraced this market opportunity and the determinants of childcare provision in hotels remain poorly understood. This paper contributes to knowledge by exploring the business feasibility of providing childcare in hotels. Semi-structured interviews with key stakeholders, i.e. family guests (n = 20) and managers (n = 9), in UK hotels establish the numerous benefits of childcare provision. They also reveal such barriers of implementation as increased operational costs, lack of adequate staffing, children's safety considerations and seasonality of family tourism demand. To enhance feasibility of childcare provision, hotels should collaborate with each other, but also with local nurseries, to resolve the issues of fluctuated demand and staffing. Hotels should further consider extending childcare provision to their own employees and local residents. Policy interventions can facilitate this by offering dedicated financial and training support.