A hotel chain thinks so. Lilit Marcus, who is childfree by choice, looks into the trend.

"The Westin’s new Wellness Redefined program (and its accompanying #RedefiningMoments hashtag) is part of a collaboration with author Melanie Notkin. In 2008, Notkin launched Savvy Auntie, a blog that caters to women who don't have kids of their own, but take joy in spending time with nieces and nephews or friends’ children. Early on, Notkin realized that the blog’s success suggested that there were many women like her out there–and, more importantly, that they could be sold products." More at ELLE.com