Wyn-ning solution for family travel

Joon Aun Ooi (left), president, Asia Pacific at Wyndham Hotels & Resorts, and Ong. Families are no longer an afterthought in hospitality, says Ong.

FAMILY travel is on the rise. According to a survey by US travel insurance marketplace Squaremouth, 47% of travellers plan to take multigenerational or family trips in 2025, surpassing all other group trip types and representing a 17% increase from 2024.

The trend towards family travel is also apparent in South-East Asia where multi-generational trips are prevalent.

“In Malaysia, tourists from Singapore, Indonesia and Saudi Arabia frequently travel in family groups spanning multiple generations, drawn by attractions that cater to all age groups,” Monica Ong, Wyndham Suites KLCC’s brand director, tells StarBiz 7.As a result, there is growing demand for family-oriented concepts that blend leisure and accommodation in new, innovative ways. This need is particularly prominent in urban cities, where child-friendly amenities in hospitality properties are often limited, she says.

“Parents travelling with children are left navigating cities that lack integrated family-focused accommodation, forcing them to compromise convenience for recreation.”

Recognising this gap in experiences tailored towards family travellers, Wyndham Suites KLCC has unveiled WynSports, a 24,500 sq ft active play space that marks a first of its kind within the Wyndham global network.

Integrated within the hotel, the “playcation” offering is designed to provide families with children a dynamic and interactive play experience under one roof.

Family matters

Created with the help of child development experts, the vibrant WynSports boasts a range of activities across several interactive zones, moving obstacle courses, and sensory play areas.

They include climbing structures, net challenges and slides set within a spacious area designed to encourage physical activity, creativity and social interaction in a safe, supervised environment.

“For parents, it offers peace of mind and convenience, as the facility is seamlessly integrated with the hotel’s luxurious two-room suites,” Ong shares.

“They no longer have to juggle between finding a hotel in the city and locating family-friendly activities nearby.”

She adds that the in-hotel recreation space provides parents the ability to enjoy the bustling city of Kuala Lumpur while also being assured that their children’s needs are taken care of.

“Knowing their children are safe, entertained and happy creates a lasting impression,” she says. Such family-focused facilities allow for bonding and forging of emotional connections, which she believes will drive loyalty and return customers.

“We want families to associate Wyndham Suites KLCC with joy and togetherness. That’s the emotional value we aim to deliver,” Ong says.

Additionally, an integrated play experience like WynSports can also serve to promote footfall and increase exposure by acting as a gateway for non-hotel guests to discover the hospitality brand.

“These facilities aren’t just value additions – they’re entry points for families to see how urban hotels can meet their needs,” she says.

“In such a competitive landscape, there is a need to think beyond transactional stays and consider how to engage with local and regional communities.”

By appealing to walk-in visitors, the brand seeks to leverage non-traditional revenue streams to grow customer relationships and drive future bookings.

“WynSports allows us to attract families who may not yet be familiar with our suites or services, creating opportunities for them to experience the quality of our brand first-hand,” she adds.Stay and play

As the local hospitality sector gears up for Visit Malaysia 2026, Ong expects that increased tourism will push industry players to develop more distinct offerings to differentiate themselves.

“Kuala Lumpur’s position as a major city destination means we are not just competing with regional resorts, but with other global urban hubs,” she says. “By addressing the family market, we’re carving out a niche that sets us apart from competitors.”

With the launch of WynSports, Wyndham Suites KLCC aims to help elevate Malaysia as a prime destination for travellers seeking family-friendly experiences within an exciting urban setting.

“Playcation is a highly scalable concept in hospitality, addressing a significant gap in the family travel segment,” she notes.

“To meet this demand, we will likely see an increase in collaboration between hospitality players and seasoned playcation experience curators.”

WynSports, for instance, is the product of a partnership between Wyndham Suites KLCC and property developer I-Berhad, which also manages notable attractions such as SnoWalk and SkyCity.

“We aim to lead this trend – not stopping at WynSports, but actively developing new concepts that infuse technology into play, ensuring we remain at the forefront of the playcation space,” she says.

By integrating specialised family-friendly facilities, Ong says urban hotels can boost occupancy and also provide spillover benefits for local attractions and businesses, potentially resulting in longer stays and higher spending.

“Families are no longer an afterthought in hospitality. They are a primary market, and it’s time the industry reflects that,” she adds.