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When it comes to family travel, I think the industry needs to rethink how we sell Asia. Too often, we default to the same formula: a great kids' club, an all-inclusive resort and a week by the pool. That works brilliantly in some parts of the world, but Asia has never been about staying in one place. Families travelling 12 hours to get there increasingly want something richer; holidays that create stories rather than just guaranteed sunshine. That's exactly what we're seeing.