Visit California is reintroducing itself globally with a new $32.8 million tourism rebranding campaign – its first in a decade — on March 4.
09.02.2024 - 17:41 / thepointsguy.com
Miraval Berkshires is known for many things: a holistic approach to wellness, a device-free setting that helps people disconnect from technology, beautiful rooms and grounds, and an adults-only setting free of kids.
But that last one is about to change — at least for a week — when the Berkshires outpost of Hyatt's much-loved Miraval brand hosts its first-ever "Family Connection Week" April 14-21.
Family Connection Week, Miraval says, will welcome guests 8 years old and up for an experience that will "elevate mindfulness and healthy habits within families, [support] children and adolescents in building a strong foundation for a balanced life and [create] moments for family bonding that will leave a lasting impact."
To do that, families will be invited to participate in various activities, from hiking and ropes course experiences to mindfulness sessions, cooking classes, yoga, floating meditation, farm and barn exploration, painting, pottery, and more.
Related: TPG's 8 top family vacation destinations for 2024
As big fans of Miraval here at TPG, our ears perked up, and we were intrigued about the catalyst for offering a family-friendly week at a famously adults-only resort, what it could mean for guests with existing reservations not expecting kids around, and what it could mean for the future of the resort as a whole. So we sat down with the Miraval Berkshires' general manager, Gilbert Santana, to find out.
"I do a lot of things from left field," Santana told TPG, "[but] something I do from right field every day is I listen to our guests." And, as he explained, many of those guests were saying the same thing: They wished they could share the Miraval experience with their kids.
Santana explained he and his team realized that wellness has no age limit and there's no such thing as "too young to start your well-being journey." In fact, he added, maybe giving kids a well-being experience now will be an entire "well-being journey that starts very, very early."
They took into account practical considerations, like selecting a week around spring break when families would already be traveling — a week that is typically slower at Miraval, considering the property is typically "scratched off" for families looking to travel during that time because, well, the kids out of school weren't allowed to visit.
They also seriously considered guests who already had reservations with the assumption the resort would only be open to adults. "We reached out to those guests and explained to them that we were going to do the family week [and] I want to say that everyone was very receptive." But for folks who weren't so keen, Santana offered guests an "out."
"Say you want to move your date — we would do that for you at no cost.
Visit California is reintroducing itself globally with a new $32.8 million tourism rebranding campaign – its first in a decade — on March 4.
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