Bite-Sized Insights: Parents Are Keen on Holidays Abroad But Want Flexibility

Each week we ask our trusted Insights panel of parents a key question. Now almost two years into the coronavirus pandemic, this week we were interested in finding out if Irish parents intend to travel abroad in 2022 (providing it is safe to do so). We also also asked them about their general thoughts on travel abroad and family holidays. Take a quick read of this week’s bite-sized insights to find out what parents are saying about travel in 2022.

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We asked our Insights panel of parents to tell us if they plan to travel abroad for a holiday this year. Here’s how they answered:

Of those parents who chose “Other”, reasons for doing so included parents waiting to to assess further COVID-related developments before making any bookings.

We also asked parents their views on going abroad this year. Comments from our panel members included:

“I’m mostly concerned about catching COVID on the plane. I think the rest of the time we will be more in control of the amount of contact we have with others, and I don’t see the risk as being any greater than on a holiday in Ireland.”

“I am looking up options in France but the ferry is costing around €800 more than in previous years. Also considering the South of England. I feel happy enough now to travel but prefer the idea of a ferry over flying.”

“Planning a honeymoon but will keep an eye on COVID-19 numbers and regulations here and abroad before booking a definite holiday. Holiday will be to Europe, as we do not want to be too far away if we caught by COVID-19 abroad.”

“I have heard of a few horror stories about people who have tested positive on arrival at their holiday destination and then had to quarantine in a mandated hotel at extra expense and inconvenience but I honestly think after two years it is worth the risk.”

“It’s a lot more expensive to holiday at home and bad weather can add to costs to find things to do indoors and also with COVID restrictions still ongoing it’s easier to relax and enjoy outdoor dining etc. in warmer countries.”

“I think there is still too much uncertainty around travelling abroad at the moment. I love my foreign holidays but I want to go when I can relax and not worry about possible cancellations or being stuck isolating in a country due to positive antigen.”

“We are looking at going to the USA in August but have not booked it yet as numbers are so high and we don’t know what restrictions will be in place. We are waiting for the schools to go back and once they do, will look at booking in a month or two.”

“No idea if anything will happen this summer and am reluctant to book anything. Plan to do a staycation with the family at some point but have scrapped any plans to go abroad with them. Hoping to get abroad with friends but holding out zero hope.”

“Having had holiday cancelled in 2020, the plan was to reschedule for 2022, thinking the concerns for COVID-19 would be much less by this time. However with latest information circulating, can’t make any decisions yet to go ahead or not.”

Key Takeaways for Travel Brands:

There’s a near 50/50 split of opinion between parents where some are very hesitant to book trips abroad in the face of uncertainty, where others are tired of setbacks and are ready to take on risk. Irish holiday destinations can take the opportunity to emphasise what value they offer families while destinations elsewhere should keep information and communication up to date on how safe their destination is.
Creating content to help families plan their vacation is always a winner. Content to help them decide on booking your destination and content for their holiday planning once they have booked will be useful to parents and help build trust that your destination is worth spending on.
If you plan to market your holiday destination to parents, get consumer insights to help you with your marketing and communications to help maximise your spend. We can help!