The Hoxton has decided that good taste need not take a back seat once the pushchair comes out. From 1 July, the design-led hotel group is rolling out Hox Kids, a family-focused programme available across its stays in the UK and Europe, and timed neatly for the summer holidays.

The pitch is a familiar one to any parent who has ever tried to square a stylish city break with a toddler’s nap schedule. Travel habits and taste levels do not switch off when children come along, and Hox Kids is built on the idea that families of all shapes and sizes should be able to enjoy everything they like about a Hoxton stay without compromise, while giving the grown-ups a little more time to switch off.

It is a calculated bet on a shifting market. Blended trips that fold leisure, and increasingly family, into work travel are no longer a fringe habit, with the Global Business Travel Association reporting that 37% of business trips now include a leisure element. For a brand whose neighbourhood hotels already court the weekend crowd, extending a welcome to younger guests is a logical next step, and one our own bleisure coverage suggests is only gathering pace.

Treats on tap

The headline flourish is Dial For Treats, which hands a measure of control to the smallest guests. Children can call reception and request a special delivery straight to their room, whether that is ice cream after a day exploring the city, a postcard to send to friends back home, a colouring kit for a rainy afternoon or an insider’s tip for a new neighbourhood adventure.

As standard, Hox Kids aged 12 and under get breakfast included free throughout their stay, taken either in the hotel restaurant or delivered to the room as a breakfast bag for extra early starts or a grab-and-go morning. Parents are not forgotten, with a complimentary drink from the Hox Shop waiting on arrival, positioned, with a knowing wink, as a reward for getting everyone to the hotel in one piece.

Room to spread out

Interconnecting rooms are available across every Hox, letting families spread out while staying connected, and several hotels in the series offer larger family-friendly categories aimed at longer stays and bigger groups.

In Poblenou, Homey rooms pair two bedrooms with a separate living area and kitchenette, while Edinburgh and Florence offer spacious Houses complete with three en-suite bedrooms, a full living room and kitchen. At Lloyd Amsterdam, the options run from the Biggy Bunk Up, with a queen bed and bunk beds, to Studios sleeping up to four, alongside playful concept rooms such as Gather, which comes with a five-person bed for the ultimate sleepover.

Hox Kids draws directly on the group’s existing Tiny Hox initiative for babies and toddlers, first launched with children’s brand Smallable, which supplies thoughtful in-room essentials and personalised touches. Everything from cots, baby baths, bottle warmers and bath essentials to age-appropriate toys, books and games can be laid on during a stay, keeping bags light and sparing parents the stress of forgotten kit.

The commercial hook

To mark the launch, families travelling with toddlers or older and booking stays in July and August can unlock 10% off room rates with the code HOXTREATS when booking direct. The offer sits alongside the perks the group already reserves for direct bookings, including Flexy Time, which lets guests choose their own check-in and check-out times, no need to interrupt nap time, and free cancellation up to 2pm the day before arrival.

That direct-booking framing is no accident. Like much of the wider industry, and as Accor chief executive Sebastien Bazin set out in our recent interview on loyalty and luxury, the group is keen to steer guests away from third-party channels and towards its own platforms, and a family incentive is an efficient way to do it during peak summer trading.

The Hoxton is part of Ennismore, the creative hospitality joint venture with Accor, and the brand has been on a rapid expansion run, adding Florence, Edinburgh and Dublin in 2025 after Vienna in 2024. Hox Kids is now live across the estate, with more details at thehoxton.com/hox-kids.