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In this case I would say "family" is short for "People traveling with kids". It's a bit of a mouthful to say "We are primarily a hotel for people traveling with kids. It could be parents and/or partners of either sex in any combination, grandparents also of either sex in whatever combination as well as aunts, uncles and friends traveling with other people kids"
For our spring trip last year, the Disneyland Hotel tried to give Headliner and I a room with a king.
I wish I had know I was supposed to be so upset about not getting the room I asked for. Perhaps I could have gotten my room comped (or 1/2 comped) too!
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