Deutschlands Eltern sind schon seltsam. Nicht nur, dass sie immer älter werden, sie kleben förmlich an ihren Kids. Ich bin selbst ja auch so. In Ländern wie England, Frankreich oder den USA sieht das ganz anders aus. Hier werden die Kids viel eher “weggeparkt”, um berufstätige Mütter zu entlasten. Und als Resultat dieses frühen Abnabelns machen die Kids auch viel eher ohne ihre Eltern Urlaub. Völlig selbstverständlich fahren Achtjährige mit Freunden in Sommerferienlager. Hunderte von Kids Summer Camps in den USA beglücken jedes Jahr hundertausende von Kindern und Jugendlichen. Und deren Eltern. Denn die haben Ruhe. Es gibt selbst Kreuzfahrtangebote nur für Kinder. In Deutschland schlicht undenkbar. Noch.
Kinderreisen sind eine Frage des Vertrauens. Und natürlich des Programms. Um es sehr vereinfacht auszudrücken: Die Eltern müssen ihre Kids in guten Händen wissen und die Kids müssen einfach Lust auf den Urlaub haben. Dies ist nicht einfach, denn mit Stockbrot backen und Wandergitarre allein, lässt sich kein cooler Zehnjähriger mehr hinter der Playstation hervorlocken. Doch es kommt Bewegung in die deutsche Kinderreisewelt.
Dass es auch anders geht, zeigte der Ehapa-Verlag erstmals im Sommer 2006. Als Weltpremiere wurde das Micky-Maus-Camp geboren. Und das nicht in Orlando oder Hollywood, sondern in Vethem bei Walsrode in der Lüneburger Heide. Bereits im ersten Jahr konnte Ehapa dort mehr als 2.400 kleine Gäste begrüßen und ihnen die Welt des Fähnlein Fieselschweifs näher bringen. Eine überaus gelungene Mischung aus Erlebnispädagogik und Markeninhalten.
Bereits im folgenden Jahr startete SuperRTL mit seinem Flagschiff TOGGO ein neues Reiseangebot: Das TOGGO Sommercamp fand im Sommer 2007 zeitgleich in drei deutschen Ferienregionen statt. Auch diese Premiere war mit einigen tausend Gästen ein achtbarer Erfolg. Schon jetzt zeigen weitere starke Kindermarken Interesse, ihre Aktivitäten in dieses Segment auszuweiten. So zum Beispiel die Traditionsmarke Wendy, ebenfalls im Ehapa-Verlag beheimatet, die pferdebegeisterte Mädchen 2008 ins Wendy-Camp einlädt.
Es geht also doch. Deutschlands Kids wollen ohne Eltern verreisen. Es braucht nur Reisethemen, die sie wirklich begeistern. Und dies sind Abenteuer mit Tick Trick und Track, Kim Possible, Sportakus oder Wendy. Experten prognostizieren dem Kinderreisemarkt großes Wachtum. Wenn, ja wenn die richtigen Themen gesucht und gefunden werden. Eine nette Denksportaufgabe für alle Marketingverantwortlichen deutscher Kindermarken. So über die Feiertage.
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