Dads will still let kids bunk off school for cheap holidays
Almost half of all dads will still take their children out of school to get a good deal on a holiday, regardless of new legislation designed to restrict term-time holidays and the possibility of hefty fines, according to a YouGov survey.
The research, commissioned by CallCredit, found that 45% of fathers would take their children out of school for a bargain holiday, although only 39% of mothers admitted they would do likewise.
The number of parents prepared to risk a fine increased the lower they were down the socio-economic scale, with 59% of those who considered themselves to be living on a budget saying they would let children bunk off for a cheap trip.
Conversely, only 32% of parents described as ‘prosperous professionals’ would take their children away during term-time.
When asked how far in advance people booked, 35% of women said at least six to 12 months in advance, but the most affluent groups of travellers said they booked only two to six months ahead.
Those who spent the least on holidays were the ones most likely to book with a travel agent. While around 60% to 65% of those categorised as higher-spenders said they preferred to book independently, the majority of those in the ‘Family Value’ group, whose budget was a maximum of £1,200 for four people, said they preferred to use an agent.
Chris McDonald, Callcredit managing director, Marketing Solutions, said: "Clearly developing a deeper understanding of consumers is a must, especially for the travel industry.
"The research clearly shows that if marketers are in tune with what the consumer wants, the price they are prepared to pay and the channel through which they prefer to purchase, then they can target their products and services much more accurately."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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