JA Resorts & Hotels reimagined the family holiday with personalised, tailor-made itineraries that consider the needs of all types of travellers and – from toddlers to teens, couples to grandparents. The result is a seamless, thoughtful experience designed to make multigenerational escapes feel easy, considered and genuinely enjoyable.
The group has introduced curated itineraries as a new way to approach family getaways. Instead of juggling competing schedules, guests can now follow customised programmes offering full-day experiences with tailored activities and amenities to suit each family member’s needs and interests. Whether indulging, exploring or simply relaxing, the itineraries aim to make every moment feel balanced. Beyond offering family-friendly escapes, the personalised itineraries reflect a broader travel shift towards multigenerational trips.
“Long term, this campaign positions JA as a thought leader in family travel in the region. By owning the space of personalised, segment-driven itineraries, we aim to ensure that when families think of meaningful time together in Dubai, JA Resorts & Hotels in Jebel Ali is top of mind,” says Rene D. Egle – Cluster General Manager - JA Beach Hotel, JA Palm Tree Court, and JA Lake View Hotel.
Understanding multigenerational needs
Framed by palm trees and a scenic beachfront, JA Palm Tree Court has introduced Together in Paradise – a staycation experience designed for multigenerational families to bond and reconnect. The concept was shaped by internal research that revealed families in the region rarely travel as a single unit.
Compared with global travel, GCC families tend to be more multigenerational and often travel with household support such as nannies. They also stay longer, prefer larger suite layouts, and place greater value on privacy, flexibility and culturally attuned hospitality. This sets them apart from Western travel trends, which are more likely to focus on nuclear families or couples.
“It’s common to see grandparents, siblings, cousins, and even extended households travelling together. Guest feedback and booking patterns showed that each group has very different expectations: while younger parents value kids’ clubs and ease, teenagers want independence and curated activities, and grandparents look for comfort and relaxation. Recognising these nuances, segmenting family dynamics became central to the campaign narrative,” says D. Egle.
The creative approach
As the first in a series of tailored getaways, the summer staycations invited families to enjoy JA Resorts & Hotels’ three beachfront properties – JA Beach Hotel, JA Palm Tree Court and JA Lake View Hotel. Each property offered its own character and a dedicated itinerary. Guests could choose from Together in Paradise for grandparents, parents and kids at JA Palm Tree Court, Play & Pamper for parents with toddlers at JA Beach Hotel, The Little Explorers’ Path for families with children aged four to ten at JA Beach Hotel, The Freedom Seekers’ Day for parents and teenagers at JA Lake View Hotel, and Romance on the Lake for couples at JA Lake View Hotel.
“The creative vision behind Made by JA – The Summer Collection was inspired by a simple truth: families in the UAE and wider GCC are diverse, multi-layered, and seek more than a one-size-fits-all holiday. We wanted to go beyond generic offers and create carefully crafted itineraries that reflect real family dynamics – from multigenerational groups to parents with toddlers, teenagers, or couples seeking connection. The core message is that JA Resorts & Hotels in Jebel Ali is not just a destination, but a place where every guest can find an experience designed around them,” says D. Egle.
The campaign was built on three core objectives: brand awareness, by positioning JA Beach Hotel as a leading family destination; sales conversion, through driving summer bookings with curated, value-driven itineraries; and customer loyalty, by strengthening emotional connections with families who feel their needs are understood.
The primary audience was UAE-based and regional GCC families – both Arab and expatriate – seeking meaningful escapes close to home. Within this, the focus extended to multigenerational groups, parents with toddlers, parents with teenagers and couples looking for wellness or reconnection.
“We engaged audiences through personalised storytelling and curated itineraries that spoke directly to their family setup. This was supported by dynamic content across digital, influencer partnerships, and PR. The evidence is clear: post-launch we saw higher-than-average engagement rates on social media, a significant uplift in website time-on-page for itinerary content, and early bookings linked to itinerary-specific landing pages. A surprising insight was how popular the Little Explorers’ Path became, with strong interest from families with toddlers and younger children – far exceeding expectations,” says D. Egle.
The campaign launched across multiple touchpoints including digital media (programmatic, paid social, Google Display, YouTube pre-roll), the JA website with dedicated itinerary landing pages, organic and paid social channels, PR partnerships, influencer collaborations and family-focused radio campaigns.
Performance was measured across quantitative and qualitative metrics. Digital results showed click-through rates and time-on-page that exceeded benchmarks, while summer occupancy rose notably compared to the previous year, with itineraries linked directly to bookings. Social media engagement rates also increased, particularly for itinerary video content, and PR secured coverage in titles such as Gulf News, Hotel and Catering News Middle East, TimeOut Dubai and What’s On Dubai.
Influencer marketing formed a central pillar of the campaign, reflecting the strong influence of relatable voices on family audiences. Influencers were carefully selected based on their alignment with family travel and parenting content, their authenticity within UAE and GCC markets, and their ability to engage regional audiences. Invited to experience the itineraries first-hand, they shared real stories that amplified reach and created genuine advocacy.
