Bite-Sized Insights: Must Have a Pool Comes 2nd for Parents Planning Holidays

Planning Holidays

Bite-Sized Insights: Must Have a Pool Comes 2nd for Parents Planning Holidays

For this week’s bite-sized insights topic, we were interested to find out about parents and planning family holidays. Take a quick read of this week’s bite-sized insights to find out what parents are saying about holiday time.

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We asked our Insights panel of parents to tell us what factors matter when deciding on a family holiday. Here’s how they answered: 

insights from parent on planning holidays

We also asked “Any other thoughts on family holidays?Comments from parents included:

“It usually comes down to price and also we don’t like too much change so usually go to the same resort so there is no disappointments. Kids like the same hotel and being near the beach. We also try do a few activities for a bit of variety.”

It’s a huge expense so it needs to tick all of the boxes for our family. Wouldn’t go away just for the sake of it. Has to be affordable and worth the expense.”

“We look for a destination that has something for all of us….nice selection and standard of food for the grown ups. Possibility of activities and adventures for the kiddies.”

“From now on we will go further afield for our family holidays. Ireland is so overpriced as is much of Europe. We will be looking at more far flung destinations to visit where it may be more expensive to get there, but accommodation, car hire, food and activities are all much better value.”

“Family holidays are about your accommodation. Plenty of room and air-conditioning. Kids are picky eaters so the food should not be too complicated. Plenty of activities throughout the day. And a good night’s sleep 😴
I also think the price of food matters also as it’s the only time I get to eat out and if it’s not affordable we can’t.”

“I think we have a tendency to get caught up in planning every facet of our holiday and forget it’s about the smaller fun moments and being present. A family holiday is not a “holiday” in the traditional sense, I don’t get to just relax. For me it’s a chance to make memories with my children.”

Planning Holidays

Actionable Insights for Holiday Brands

  • Over 2/3 parents start budgeting in January for their family holiday. Create content that helps parents plan, budget and book to build trust and bring them to you.
  • Recommendations consistently come top across all consumer categories as the key influence for trying a new brand or product. An average parent’s network is over 500 in size, so activating parents to become recommenders in their network should be a key part of your marketing plan. 
  • Working with publisher websites such as can help build brand trust with parents for your holiday brand.
  • Want to find out exactly what it is parents want when it comes to family holidays and your offerings? We can help! Contact us to start your parents insights journey

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