Loews Hotels & Co is celebrating families—of all shapes and sizes—across the country with its Loews Loves Families offering. The program now includes elevated and kid-friendly F&B offerings, destination-driven educational programming and exciting partnerships with Hello Bello and Little Spoon. Hotel Business spoke with Sarah Murov, SVP, brand and communications, Loews Hotels & Co, about the legacy program and what’s on the horizon:
What is Loews Loves Family programming? How did it come to be?
The Loews Loves Families initiative was created because Loews understands that creating shared memories means everything. Whether you’re on vacation, or adding a little family time to a work trip, we wanted to ensure that each property was equipped to provide everything the whole family would need to explore, learn and discover with imaginative, engaging experiences.
Can you detail your current offerings and the expanded offerings?
Our legacy programming has always incorporated wide offerings celebrating families of all shapes and sizes. From partnerships with brands like Hello Bello and Little Spoon, to room safeguarding kits and family activity guides, we are glad to offer everything a family could need to have a successful and relaxing stay. Our expanded programming only builds on these efforts. Our new “Adventurous Eaters Menus” gives children the opportunity to broaden their palates and explore destinations through regional cuisine with age-appropriate serving sizes, while “Destination Exploration” offers families a collection of curated partnerships with local cultural institutions and regional excursions to ignite learning for all ages.
At which properties are these offerings available? Do you have plans to expand?
Loews Loves Families programming is currently offered across the entire brand portfolio as we aim to accommodate guests in any and every destination.
What do Loews guests expect when they stay at one of your properties and how does this programming fulfill those needs?
“Welcoming you like family” is intrinsic to Loews’ DNA. Upon entering any property in the brand portfolio, guests can expect to be met with friendly service, authentic enthusiasm, and bespoke interactions. Loews Loves Families programming extends this comfortability to every member of the family and ensures that all guests feel welcome and accounted for.
Can you talk about the Loews Love Family partners? Why are these partnerships important to you and your guests?
Mindful that food quality and flavor are important for guests of all ages, we partnered with Little Spoon, the award-winning leader in the DTC kids food space offering a range of products from baby’s first bites to big kid years. Two of Little Spoon’s most popular pureed meals (Spinach, Mango, Banana, Hemp and Kale, Avocado, Apple, Chia) are available at restaurants and on in-room dining menus across Loews’ portfolio. Like Loews, Little Spoon understands that the modern parent is different in the way they feed, raise and travel with their children. Additionally, Loews acknowledges that traveling light with babies and toddlers is a challenge, hence why we are grateful to partner with Hello Bello, the premium, plant-based baby brand, cofounded by celebrity parents Kristen Bell and Dax Shephard. We love that Hello Bello products are able to simplify bath and bedtime routines for families staying with us through age-appropriate amenities kits. All of our properties offer kits inclusive of baby shampoo & body wash, conditioner, baby lotion, wipes and an eco-friendly travel case.
Are you seeing more bleisure travel and your properties? Travelers bringing their families on trips? And how do your offerings cater to these travelers, specifically?
We recognize the increasing popularity of bleisure travel, and we’ve strived to ensure that our guests have a seamless and enjoyable experience during their stay, with or without their families present. Our guests can enjoy high-speed WiFi and well-equipped workspaces for their business needs, and recreational facilities like fitness centers, spas, and even on-site entertainment options at varying properties, make it easier for guests to unwind. Our Loews Loves Families programming ensures that families can enjoy their leisure time without the hassle of searching for accommodations and our FLAVOR by Loews partners (differing at each property) provide a fun and easy way to quickly tap into the local flavors of each respective destination. Additionally, our concierge team is available right at your fingertips through our “Chat Your Service” program, where guests can ask questions, coordinate reservations, or request recommendations through a simple text. We are constantly reworking our property offerings to accommodate the modern traveler while remaining true to our values.
Do you have plans to expand partnerships within the Loews Love Family program?
We are constantly looking for additional ways to make traveling easier and more enjoyable for our guests. Whether that be through broadening our current offerings or welcoming new partnerships into our existing programming, we aim to keep our brand pillars strong and consistent.
