Family markets on trend for Maldives

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Addicted to Maldives, the Australian-based luxury wholesaler and member of Virtuoso, is reporting a hot trend in the family market visiting the destination. Dianne Lechner, Co-Founder and CEO of Addicted to Maldives says that while the Indian Ocean hotspot for the luxury traveller will always be the “quintessential destination for honeymooners”, her business has seen a significant shift in family bookings, and particularly the multi-generation market.

“When you look at what’s being built in the Maldives now it really is designed to cater for that multi-gen market – multiple bedroom residences and houses to accommodate families. It’s an evolving market,” she told LATTE.

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“The Maldives will always be a honeymoon destination, and there are still some very exclusive locations I would recommend, but there are great things for families,” Lechner said.

“It’s a destination that encourages you to disconnect, and reconnect, as a family and really conducive of quality family time.”

“Add to that the destination is diversifying and building bigger and better kids clubs, such as The Den at Soneva Jani that recently opened which has ziplines, mocktail bars and waterfalls, while parents can go and take a date night and a spa, the whole time knowing the kids are entertained.”

With no formal voice or tourism authority from the Maldives in Australia, Lechner believes it is Addicted to Maldives’ responsibility to “highlight and support the destination” in the region.

That will include the return of the wholesaler’s annual event for top supporters in 2024. The show connects advisors with resort partners while showcasing the experiential offering available in the Maldives. Historically, the event has been hosted in Sydney, and last year’s included 18 members.

Lechner also said Addicted to Maldives has a famil in the pipeline for travel partners, expected in the first half of 2024. The famil will host a combination of Australian and US travel advisors, building on the significant growth the company has experienced out of North America. Read more about Addicted to Travel’s growth in the US market here.

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