If your kids are fans of Dora the Explorer, Diego, Or SpongeBob Square Pants and don’t mind getting water in their eyes (like my daughter does) then I have good news for you. Marriott hotels and the popular children’s TV network, Nickelodeon just announced it plans to team up to create a chain of upscale water park resorts.
The move is making headlines for two reasons: First, Marriott is making a major switch in its marketing strategy. The hotel chain, traditionally known for catering to business travelers, is now targeting families. Entering the family-themed vacation business allows Marriott to tap into travel dollars being spent by members of Generation X who are now raising their own families.
The second reason this announcement is making headlines is because the new move now makes Marriott a major contender in the fast-growing water theme park business. Currently, parks such as Great Wolf Lodge in Virginia, Water World in Colorado, Schlitterbahn Waterpark in Texas and Disney’s Blizzard Beach in Orlando have somewhat of a monopoly in the world of water park resorts.
By 2020 Marriott plans to have 20 water park resorts open. Each will feature state-of-the-art pools and massive water slides, as well as interactive attractions featuring popular Nickelodeon characters including Dora the Explorer and SpongeBob SquarePants. In addition, the company plans to offer the latest in-room technology including flat-panel, high-definition TVs; ultra-modern furnishings; spa facilities; and extra luxurious mattresses and sheets.
According to Marriott executives, the first Nickelodeon-themed water resort is scheduled to open in early 2010, near San Diego, California. The property will feature 650 rooms, most of them large suites with character themes for children, and a 100,000-square-foot water park and an activity deck. The resort won’t be ignoring guests over 12 years old—there will also be an adults-only lap pool and poolside cabanas.
Currently, Nickelodeon has a pilot resort in Orlando in partnership with Holiday Inn, but that deal is scheduled to end in 2009.
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