FIVE MINUTES WITH...
Rainer Jenss
Founder | Family Travel Association
T
By Sarah Suydam How did the criteria for the certification program come together? First, we tapped into the expertise w ithin our membership w ithin three
This past fall, the Family Travel Association
(FTA) launched a first of its kind program for the family travel industry: The FTA FamilyFriendly Certification Program. Developed
dif ferent a reas: t ravel adv isors, suppliers a nd media. We recog nized the importance of having a certain level of standards our industr y as a whole should comply to, while also break ing out the guidelines by sector
with the creation of the certification program
(cruise lines, hotels and resorts, airlines, etc.). We wanted all voices to
were industry standards and guidelines
be heard to help establish the baseline.
that define what it means to be truly family-
From there, we asked each sector to share some of the things they thought
friendly and identify what suppliers need to
their portion of the industry could be doing to best serve traveling families.
do to earn this designation. By establishing these industry guidelines, FTA says it’s hoping to set the standards that will assist organizations when developing
We also questioned and received input from outside the FTA membership, in addition to referencing findings from the annual FTA research study.
products and services for families, and help
How will the certification—which is the first of its kind—
travel advisors choose who to work with
influence and change the industry for the better?
when planning their clients’ vacations.
We’re really hoping the certification program sets the standards that
Certification requires suppliers to go through an application process and audit of their current practices. Once approved, suppliers participate in a training program and receive guidance on creating marketing packages, in addition to receiving certification
w i ll u lt imately g uide organizat ions and g ive t hem a launching point when they’re developing the products and ser vices for families in the first place. So rather than organizations developing products and then seeing if they meet the standards, they’ll begin by look ing at the standards and guidelines first and develop their offerings from there.
logo usage and licensing—a process several suppliers have already qualified for or
In addition to the certification, how can the industry better
are in the final stages of completing. The
meet the needs of traveling families?
standards and guidelines criteria include management processes, communications, booking, guest services, facilities, amenities, health and wellness, activities, accessibility,
Communicate more with families and provide them with the information they’re looking for, because there’s still a large percentage who are out doing their own research and not using a travel advisor. There are often websites that lack a section specifically for families and in turn end up
and financial assistance. Groups Today caught up with Rainer
missing the information that consumers are really looking for.
Jenss, Founder of FTA, to learn more.
For more information on FTA membership, partnerships or the Family-Friendly Certification Program, contact info@familytravel.org. 28
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