Starwood Hotels & Resorts family programs


Starwood Hotels & Resorts includes the following brands; Westin, Sheraton, The Luxury Collection, Four Points by Sheraton, W Hotels, St. Regis, Le Méridien, Ritz Carlton, Renaissance and Aloft amongst others. Starwood Hotels & Resorts launched a Family Travel Program in 2008.

The family program was designed after reading guests comments. The initial ‘Love your Family’ campaign was created with the whole family in mind. Every family member was thought of in the considered and curated program. There are about 900 properties in more than 100 countries. There are 155,000 employees in the owned and managed properties.

Starwood’s Love Your Family travel program

Starwood’s Love Your Family travel program features signature activities curated by the Director of Fun at no costs to guests. Local experts participate in and facilitate Stargazing, Fireside Storytelling and Dive-In Movies.

With families busier than ever these days, our guests have told us that it’s more important than ever to spend meaningful time together as a family—especially during cherished vacations” said Matt Ouimet, President, Starwood Hotel Group. “The purpose of Love Your Family is not only to help families maximize their time together, but to create memories that will last well beyond the flight home.”

The new initiative by the hotel group had in mind that the program should not just be for kids anymore. Taking traditional children’s programming to the next step, Love Your Family was designed through customer research, and guest feedback. Taking us back to the essence of a holiday, spending vacations together. Both kids and their parents welcome programming that caters to the entire family.

The core elements of Love Your Family include three signature experiences—Fireside Storytelling, Stargazing, and Dive-In Movies – as well as other features that will be indigenous to each respective property.

The hotels and resorts participating in the program have each appointed a Director of Fun, a family ambassador of entertainment. Their role is to ensure all elements of a family hotel stay are planned to make the vacation a memorable one. In addition, the Director of Fun is supported by “fun staff” responsible for coordinating activities and experiences throughout guests’ stay.


  • Fireside storytelling allows families to gather around a campfire, roast marshmallows and make S’mores while enjoying stories told by professional and locally relevant storytellers.
  • Stargazing invites families to join together, use telescopes and observe the night sky constellations and learn about the stars and the galaxy.
  • Dive-In Movies lets families go for a swim while simultaneously enjoying favorite family films on the pool’s big screen, paired with theme nights and coordinated activities.


Starwood Resorts & Hotels recognizes that parents need some “time out” every now and then. A core component of the program offers parents a free night while their children enjoy their own big night out, eating dinner with other kids and enjoying the fun counselor-led activities.


Trips booked as part of the Love Your Family package, are guaranteed a host of family-friendly amenities. These include connecting rooms, child safety accessories, and at least one family television station.


Nothing annoys a parent more than paying full-price for their child’s meal only to have it go half-eaten.  Love Your Family lets children five and under eat for free, while children 6 to 12 receive 50 % off the regular menu with child portions. As an Australian, we expect discounts and packages like these when we travel. It is not how they have done things in the past in US or Europe.

Thankyou Starwood Hotels & Resorts

It is about time that a hotel management company recognised families as guests. I have written previous stores about hotels charging $15 for milk for a bottle at night. OUTRAGEOUS.  Their inability to see past couples and business travellers is extraordinary.

What is enlightening is that Starwood is listening to its guests and making changes to adapt to those comments. Don’t you love a hotel that listens? A hotel that cares about your satisfaction? What are your experiences staying as a family in a hotel? I am team Starwood all the way! 


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