How children’s activity providers can make the most of holiday clubs

For many activity providers, school holidays bring a familiar pattern. Regular classes pause, attendance dips, and spaces go underused. At the same time, parent demand for holiday clubs remains high.

That gap between demand and supply is where the opportunity sits.

In our holiday club scramble report, we discovered that 70% of parents use holiday clubs to help cover childcare during the school holidays. And there’s a big difference in the types of activities parents are booking. Football remains one of the most popular, while other activities often have far more demand than providers realise.

We know the clubs are out there – we work with so many – which suggests that not all providers are currently offering holiday clubs.

If you are not running one, what’s stopping you?

Whether you run dance classes, drama workshops or a football academy, you already offer something parents trust. The challenge is rarely creating demand. It is shaping holiday provision in a way that fits how families actually plan, book, and pay during the holidays.

In this blog, we explore:

• what parents look for when booking holiday clubs
• why bookings often feel last-minute or unpredictable
• how activity providers can approach holiday clubs in a way that feels manageable, flexible, and worthwhile

Key takeaways

• Parents actively use holiday clubs, but booking behaviour has changed in recent years
• Many families now prefer single-day or short-block bookings rather than full weeks
• Late booking is often caused by limited early visibility, not a lack of interest
• Trust, clarity, and reassurance matter more to parents than discounts or incentives
• Clear information on dates, pricing, and daily structure helps parents commit sooner
• Flexible booking options make holiday clubs accessible to more families
• Activity providers already have the trust and relationships parents look for
• Holiday clubs often work best when they start small and grow based on real demand
• Early communication and simple booking processes reduce last-minute pressure
• Well-planned holiday clubs can generate additional income and strengthen family relationships

Why activity providers are well placed to run holiday clubs

Across all activity types, the foundations are already there.

You already have:

• trusted instructors and coaches
• familiar venues parents already use
• existing families who know your organisation

During the holidays, those same spaces often sit quieter, even though families are actively looking for childcare and structured activities. Our parent research showed that many families book multiple activities across a single holiday period.

Holiday clubs allow providers to make better use of existing resources while meeting a real need. Promoting holiday provision to families who already attend term-time classes is far easier than finding entirely new audiences.

Parents already trust you, which lowers the barrier to booking and makes additional holiday activities feel like a natural extension rather than a risk.

What parents actually look for when booking holiday clubs

Parents’ booking decisions shape whether holiday clubs fill or stall. In our research, a few themes came through clearly, regardless of activity type.

Trust and reassurance

Parents book holiday clubs where they feel confident their child will be safe, supported, and well cared for. Familiar instructors, clear supervision, and reliable routines all matter.

Quality of provision is one of the strongest drivers of repeat bookings.

Clarity

Parents want dates, times, and prices upfront, alongside practical details like what to bring, what’s included, and how drop-off and pick-up work.

The clearer this information is, the faster parents are able to commit.

Most families plan holiday childcare at least one to three months ahead, with many planning even earlier. Publishing information early helps you become part of that planning process.

Flexibility

Holidays look different for every family. Some need full-day care, while others only need a day or two.

Offering single-day bookings, shorter sessions, flexible start and finish times, and different price points makes holiday clubs accessible to more families.

Easy booking

Parents expect to book quickly, often on their phone, without back-and-forth emails or calls.

A smooth, mobile-friendly booking journey can be the difference between a completed booking and an abandoned one.

Clear communication

Early announcements, instant confirmations, reminders, and clear on-the-day instructions all help parents feel organised and reassured.

Good communication builds trust and reduces last-minute questions.

Why bookings often feel last-minute

Many providers assume parents are disorganised or slow to commit. In reality, late bookings are often baked in — families cannot book what has not yet been announced.

Parents told us they would like to book earlier, but:

• dates are announced late
• booking journeys feel unclear
• only full-week options are available
• payment has to be made all at once

When providers open bookings earlier, offer flexible options, and communicate clearly, parents are far more likely to plan around them.

What this means for different activity providers

For dance classes

Dance holiday clubs appeal to families looking for creativity, structure, and something different from all-day sport.

Parents often value themed days, choreography workshops, or performance-focused sessions, especially when they are clearly described and broken into manageable blocks.

Shorter sessions and single-day workshops often outperform full-week-only formats. Parents appreciate knowing exactly what their child will be doing each day and how it links back to term-time classes.

For drama and performing arts clubs

Drama holiday clubs often perform well when they feel special or time-bound.

Parents respond positively to clear outcomes, such as a showcase, creative project, or themed experience.

Holiday provision does not need to mirror term-time sessions. One-off workshops and short intensives can feel more achievable for families and easier to commit to.

For football academies

Football academies are often viewed by parents as both reliable childcare and a development opportunity.

Parents consistently tell us they value flexibility. Single-day bookings, half-day options, or the ability to mix and match days often work better than rigid week-long formats.

Early visibility is key. Football academies that publish dates well in advance and keep communication straightforward often fill faster and reduce last-minute pressure.

How to make holiday clubs easier to run

Once you understand what drives parent behaviour, the focus shifts to removing friction.

Plan and promote early

Publishing holiday dates months in advance gives parents confidence to plan ahead.

Scheduling announcements and reminders early helps you stay visible while families are still making decisions.

Capture interest before bookings open

Waitlists and interest forms can help you gauge demand and prioritise the right activities. They also create anticipation and allow you to plan staffing and resources more accurately.

Make booking simple

Clear pricing, live availability, and mobile-friendly booking journeys make it easier for parents to commit.

Collecting key information upfront also reduces follow-up and helps sessions run more smoothly day to day.

Offer flexibility where possible

Parents value choice. Offering a mix of single days, short blocks, full days, and optional add-ons helps more families find something that works for them.

Flexible payment options can also help families spread costs more comfortably during expensive holiday periods.

With Thrive4, providers can manage bookings, payments, discounts, childcare vouchers, and communication in a way that feels more joined up and easier to stay on top of, particularly during busy holiday periods.

Communicate clearly and consistently

Automated confirmations, reminders, and updates help parents feel reassured while reducing repetitive admin for your team.

Clear communication before the first day even begins often creates a much smoother experience for everyone involved.

A useful ThriveHub course for holiday club providers

If you are looking to improve how families move from enquiry to booking, the ThriveHub course Turning interest into enrolments: Building lasting family relationships is particularly relevant.

The course focuses on creating simple, reassuring enrolment journeys that help families feel confident booking with you. It covers practical ways to communicate clearly, follow up without pressure, and build trust from the very first enquiry.

Alongside the course, you’ll also receive an action pack with ready-to-use templates, scripts, and trackers designed to help you create a smoother experience for families during busy booking periods.

Making holiday clubs part of your routine

Holiday clubs are not just an add-on. For many activity providers, they represent a real opportunity to generate additional income, make better use of space, and strengthen relationships with families.

When holiday provision is built around clarity, flexibility, and trust, parents tend to book earlier, drop-off reduces, and providers often feel more in control.

If you would like to explore the full parent insight behind these findings, you can download the complete report. And if you are reviewing how to manage bookings, payments, and communication for holiday clubs, the Thrive4 team is always happy to help you sense-check your setup and plan next steps.