Some family-friendly packages seem to be on the right track. Families need less spin and more actual help. Wouldn't it be nice, for example, if you could rent a stroller at your destination airport or hotel as you do a car so you wouldn't have to schlep it onto an airplane?
Speaking of rental cars, why don't agencies make sure their employees know how to work the car seats they provide? That would be a giant step forward for family travel. (We spent half an hour in Vatican City trying to figure out one model before settling for another that was made, I am almost certain, out of Styrofoam.)
Travel agents who deal in rental properties for families also might try to find a service that would provide the first day's groceries for arriving guests: After a transatlantic flight and a few hours in the car, the last thing you want to do is take your cranky kids to a restaurant or a grocery store. Recommendations for local baby sitters, as Ciao Bambino provides, would also be great.
As for hotels, the little kids' backpacks are nice -- although most moms travel nowhere without crayons -- but what I want to know is why don't hotels have lifeguards at their pools? This seems like a fairly inexpensive way of giving parents a break. Offer some swim classes and you'd ensure the adoration of several generations.