The baby concierge is in.
For new parents, a truly relaxing vacation can feel like a myth—somewhere between a full night’s sleep and an uninterrupted meal—but a new generation of luxury hotels is working to change that.
While high-end resorts have spent years perfecting their kids’ clubs and family amenities, the focus is now shifting even younger. From baby concierges to infant massages and organic purées, hotels are reimagining travel for their littlest guests, and for the parents who bring them along. The idea is no longer to escape family life, but to elevate it.
“Our approach goes beyond providing childcare—it’s about creating an environment where parents can truly relax and little ones can thrive,” explains Michelle Catin, vice president of marketing at Club Med North America. At Club Med, she continues, “Our philosophy is simple: we’ve taken care of everything.”
That sentiment has reshaped the very idea of luxury family travel, redefining expectations across the world, from Europe to the Caribbean. As John O’Sullivan, regional vice president and general manager at Four Seasons Resort Punta Mita, puts it: “Today’s parents aren’t pressing pause on the way they love to travel, they’re simply bringing their little ones along for the journey.”
From infant massages in Mexico to hand-stitched bibs and designer baby gear in St. Barts, luxury hotels around the world are proving that even the tiniest travelers deserve VIP treatment.
