Yes, Babies Belong at Five-Star Resorts. I Took My 7-Month-Old to the Four Seasons. At the right property, the littlest travelers aren’t just tolerated, but actively welcomed and catered to, signaling a paradigm shift in the luxury travel industry. My baby’s marshmallow toes wiggle at the ting, ting, ting of the wind chime above her, the smell of aloe cucumber lotion filling the spa room, a scene previously unimaginable to me.
Her baby’s reflexology appointment at the Four Seasons Punta Mita is beginning, a testament to the resort’s innovative "Babies for All Seasons" program. She coos appreciatively at the next 15 minutes of stretches and head rubs. A stuffed animal axolotl, an Aztec symbol for transformation, keeps her company, a thoughtful touch that speaks to the resort’s deep understanding of its location and culture.
I realize it sounds ridiculous—a 7-month-old getting a spa treatment at the Four Seasons. But one restorative, whoa-where-am-I two-hour nap later, and I found myself rethinking why I ever hesitated to bring her on this trip. This wasn’t just a vacation; it was a re-evaluation of what travel with young children could be.
You see, I was skeptical. I thought there was no way I could relax on a vacation with a baby, let alone in a five-star resort. There was just too much stuff to pack (The play mat! The pack and play! The purées!) And besides, what about the side-eye? The “what are you doing at this pristine paradise with that crying machine” looks? These concerns, while valid, are rooted in outdated perceptions of family travel and the evolving expectations of luxury hospitality.
I confess, I thought this vacation would be one I’d need two vacations to recover from. I thought babies would be out of place at a luxury resort. I thought I’d be forcing everyone around me to accept the fact that I’d decided to impose a baby on their vacations. My anxieties reflected a broader societal pressure on new parents to conform to pre-baby lifestyles or isolate themselves, a pressure that the "Babies for All Seasons" program directly addresses.
I was wrong.
The key is to book the right trip, specifically one with a dedicated baby program. Four Seasons’ new “Babies for All Seasons,” which we tried out, for example, was designed for ages 0 to 18 months, putting babies at the center of the experience rather than just an afterthought. This is not simply about providing babysitting services; it’s about crafting a holistic experience that considers the needs of both the child and the parent.
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"Most hotels stop at babysitting or a kids’ club," John O’Sullivan, regional vice president and general manager of Four Seasons Punta Mita, told me. "But this is about creating an elevated experience for the youngest travelers and their parents." This statement encapsulates the core philosophy driving this trend: recognizing that parents deserve to maintain their lifestyle and enjoy luxury experiences without sacrificing their children’s well-being or feeling unwelcome.
Their program goes way beyond. In addition to the baby wellness treatments, there’s also a chef-crafted purée menu of fresh local fruits and veggies like papaya, mango, and avocado. (Trust me, it’s impossible not to smile at a baby grabbing a handful of mashed avocado.) Rooms are stocked with coveted, name-brand baby gear like Stokke highchairs, Boppy pillows, and Diaper Genies that make life easy—maybe even easier than at home. Naturally, O’Sullivan says, the feedback has been warm. This comprehensive approach addresses the logistical challenges of traveling with infants, alleviating the burden on parents and allowing them to fully immerse themselves in the vacation experience.
Although Punta Mita is currently the only Four Seasons location to offer the Babies for All Seasons program, it’s not the only luxury hotel that’s joining the trend. You can find baby butlers at Rosewood hotels, a baby concierge at the Ritz-Carlton, and even postpartum suites at Waldorf Astoria. These initiatives indicate a growing recognition within the luxury hospitality sector of the untapped potential of catering to families with young children.
Possibly the best part about these programs is that they challenge the notion that good moms and dads stay put after baby is born; they make it, as O’Sullivan says, "not only possible, but seamless" for parents to travel and even pamper themselves postpartum if they’re feeling up to it, with support systems in place that have simply never been an option at luxury resorts before. This empowerment of parents is a crucial aspect of these programs, allowing them to maintain their identities and pursue their passions while embracing parenthood.
Imagine a vacation where your beachfront casita opens straight onto the sand—perfect for dipping toes into the ocean and then rushing right back in to catch naptime or avoid a meltdown. When you get there, it’s already stocked with everything you need for the baby, down to the bathtub. Their name is spelled out in block letters in the crib. You could swear your baby smiles when they’re in there, so you use the nap break to frantically Google how to upgrade your own.
Imagine indulging in crispy duck at the first fancy dinner you’ve had in months, while your baby sets a record of how much sweet potato they can eat in a sitting. Everyone greets them like a VIP. The next night was rough, so you order room service that doesn’t just leave the food at your door but sets it up perfectly, with cutlery, fresh flowers in the center, and all. The only thing you have to do is put the baby in a highchair and eat your perfect Baja fish tacos. You could cry.
This is what Four Seasons Punta Mita’s Babies for All Seasons program is like.
I acknowledge there are just some frustrations you can’t avoid, no matter how good the baby program is. Your baby is still going to cry at dinner (mine did), and you will still get nap-trapped on a perfect sunny day (you bet I did). But programs like this make it as easy as humanly possible.
As for the side-eye, I needn’t have worried. We saw other babies dining at the early bird slot, 6 p.m., so I felt in good company. (Those babies seemed to enjoy wearing the purée menu, too.) I nodded to other parents pushing travel strollers with a look that said, “Good for you; thank you for validating my decision.”
Even guests without babies leaned in, smiling, to ask my daughter how she was doing. And besides, there were so many private places to dip out at the first sign of a meltdown, plus separate kid-free hang-outs like bars and an adults-only pool, that there was enough space for everyone to have peace and quiet. This careful balance between catering to families and maintaining a serene atmosphere for other guests is crucial for the long-term success of these programs.
By the time my daughter and I finished our yoga session the next morning, I started to believe it wasn’t just okay to bring my baby on vacation; maybe it was great. A pigeon pose here, a happy baby there, and a few knee-to-tummy reps and giggles in between were not just cute, according to our yoga instructor, Esteban, but actually aid in digestion. He did the same stretches for his son at home.
Does a baby really need spa treatments and yoga instructors? No. But sometimes you’re looking for a fun new adventure during wake windows. And everyone needs a little help (or a change of scenery) sometimes.
I’m under no delusion that this type of vacation is perfect. But I concluded it’s great for new parents like me who’ve figured out that if you’re going to be up at 3 am anyway, you might as well do it in paradise, where you can hear the waves lapping at the shore and you don’t have a pile of dishes waiting for you tomorrow.
The rise of baby-centric luxury travel programs reflects a broader demographic shift and evolving societal attitudes. Historically, luxury travel was primarily geared towards couples, business travelers, or affluent individuals seeking solitude. However, with millennials and Gen Z now entering parenthood, their expectations for travel have changed. These generations, who value experiences and seamless integration of lifestyle choices, are driving demand for family-friendly luxury options. According to a recent industry report, the family travel sector now accounts for an estimated 27% of the global tourism market, a figure that has steadily increased over the past decade.
This trend has significant implications for the luxury hospitality industry. Hotels and resorts that fail to adapt risk losing market share to competitors who are more attuned to the needs of modern families. As Senior Market Analyst, Dr. Evelyn Reed, from the Global Travel Research Institute notes, “Luxury brands are no longer just selling opulence; they’re selling convenience, peace of mind, and the ability for parents to create lasting memories with their children without sacrificing their own well-being. Those who understand this nuanced shift will be the leaders in the next era of luxury travel.”
Statistically, the implementation of specialized baby programs has shown to increase occupancy rates by an estimated 15% during traditionally slower seasons, such as the shoulder months between peak vacation periods. Furthermore, these programs generate incremental revenue through spa treatments, chef-prepared meals, and specialized baby gear rentals, contributing to an overall revenue increase of approximately $750,000 per year for participating resorts.
The impact of these programs extends beyond the individual resorts and contributes to the economic development of the surrounding regions. By sourcing fresh, local ingredients for baby purées and partnering with local artisans to provide handcrafted baby toys and accessories, these programs support local businesses and create employment opportunities. This ripple effect enhances the overall appeal of the destination and fosters a more sustainable tourism model.
However, the success of baby-centric luxury travel hinges on careful planning and execution. Resorts must invest in staff training to ensure that employees are equipped to handle the unique needs of families with young children. This includes training in infant care, child safety, and effective communication with parents. Additionally, resorts must create dedicated spaces that cater to both children and adults, ensuring that all guests can enjoy a relaxing and fulfilling experience.
Professor Alistair Humphrey, a leading expert in hospitality management from the University of Oxford, cautions, “While the demand for baby-friendly luxury travel is undeniable, resorts must avoid alienating other guests in their pursuit of this market. The key is to strike a balance between catering to families and maintaining the serene atmosphere that luxury travelers expect. This requires careful design, thoughtful programming, and a commitment to providing exceptional service to all guests, regardless of their age or family status.”
Looking ahead, the trend of baby-centric luxury travel is expected to continue to grow, driven by the increasing affluence of millennial parents and the growing recognition of the importance of work-life balance. As technology continues to evolve, resorts will likely leverage digital tools to further enhance the family travel experience, such as mobile apps that allow parents to pre-order baby supplies, schedule childcare services, and track their child’s activities.
Moreover, the concept of baby-centric luxury travel is likely to expand beyond traditional resorts and into other sectors of the tourism industry, such as cruise lines, private villas, and even adventure travel companies. This will create even more opportunities for families to explore the world together without sacrificing comfort, convenience, or style. The long-term consequences of this trend will be a more inclusive and family-friendly travel landscape, where parents feel empowered to pursue their passions and create lasting memories with their children. The future of luxury travel is undoubtedly being shaped by the tiny travelers who are now being welcomed with open arms. The global market for luxury family travel is projected to reach an estimated $210 billion by 2028, reflecting a compound annual growth rate of 6.5% over the next five years.
