How to run a holiday club that parents (and their children) actually want

As a children’s activity provider, holiday clubs are a real opportunity to increase your income outside of term time, while offering more to families and strengthening relationships with parents.

Great activities alone won’t fill up your bookings. Understanding that parents need clarity, convenience and trust before they commit is key. When you provide clear information, flexible choices and reliable communication, parents are far more likely to book early and recommend you to others.

This guide breaks down:

• What parents look for when choosing a holiday club
• Where they commonly drop off before booking
• Practical ways to design holiday clubs that convert interest into bookings and keep families coming back

Key takeaways

• Parents prioritise clarity, flexibility and trust over activity variety
• Late announcements and rigid booking options are some of the biggest causes of drop-off
• Most parents plan holiday childcare at least 1–3 months in advance
• Flexible bookings and payment options can significantly increase conversion
• Clear, automated communication helps build confidence and reduces admin

What parents want when picking a holiday club

In our recent research report, we asked parents how they choose and book their children’s holiday camps, and here is what they said.

Parents are often managing work, childcare, finances and daily life. They tend to make quick decisions when the process is simple and clear. Here’s what matters most:

• Flexible payment options that work with different budgets
• The ability to book only the days needed (53% of parents prioritised camps with hours and locations that matched their needs)
• Fast, mobile-friendly booking so they can complete bookings in between their busy schedules
• Published dates, times and locations that are easy to find and reference
• Regular, reliable communication before and after they book (10% of parents were influenced by reminder notifications)
• Clear, upfront pricing with no hidden fees (parents don’t want surprises at checkout)

This applies whether you’re running multi-day camps, single-day workshops, drama intensives, arts & crafts sessions or themed dance events.

Where parents drop off before booking

A strong activity offering won’t translate into bookings if the journey from interest to payment is long-winded or frustrating. Parents typically abandon in these areas:

• Dates announced too late, or after other providers have already opened (48% of parents start planning 1–3 months ahead, and 27% plan 4–6 months before)
• Key camp information or requirements scattered across emails or PDFs
• Only full-week bookings are available, with no single-day or partial options (53% of parents typically book full individual days)
• Too many manual steps, emails or forms f
• No reminders or follow-ups
• Confusing or hidden pricing that only appears at checkout
• Payment required all at once without options to spread the cost

How to design a holiday club parents actually book

Release dates early

Parents plan holidays around work and childcare. Publishing your holiday activity dates early gives you an advantage and makes you part of their planning process.

Once dates are set:

• Communicate them clearly across email, social and your booking page
• Schedule reminders for parents who haven’t booked yet
• Highlight availability well ahead of peak booking periods

Look for tools that let you control when bookings go live and help take care of reminders and email campaigns for you. Features like email scheduling, automated notifications and built-in messaging can make it easier to stay visible to parents at the right time.

Capture interest early

Knowing demand early means better planning.

• Waitlists help capture interest before bookings open and show real demand for different activities or booking options
• Early-bird discounts encourage faster decisions
• Loyalty or member discounts reward families who already trust your organisation

Waitlists also help you plan staff levels, group sizes and materials for arts, drama or sports activities well before the holidays begin.

Open bookings early

Parents often shop around and book multiple activities months in advance. If you open late, someone else will fill that spot.

• Open bookings well ahead of the holiday period
• Show live availability so parents can see exactly what’s left
• Allow self-serve bookings so parents can reserve at night or during short breaks, not just during office hours

Simple booking experience

Busy parents don’t want to battle with a confusing booking site. They want something quick and straightforward that lets them book, share key safeguarding information and feel confident their child is in safe hands.

• Ensure your booking page works well on mobile
• Show clear pricing at every step
• Provide descriptions, photos and videos of activities
• Include age ranges and location details so parents can book confidently without needing to arrange refunds later

Incorporating visuals from past camps, workshops or performances helps parents picture their child having fun and encourages more bookings.

Flexible payment options

Different families have different budgets and needs. We found that 69% of families experience some financial strain, and 27% regularly take unpaid leave because clubs cost more than they earn. Appeal to these families by providing multiple payment options and ways to spread the cost.

Offer options like:

• Card payments
• PayPal
• Direct debits
• Childcare vouchers
• Instalment plans (with the option for a deposit)
• Discounts for siblings and multi-day bundles

With Thrive4, you can offer a wide range of payment options to help turn interest into bookings that might otherwise stall. From instalment plans and deposit options to childcare vouchers and targeted discounts for specific families, you can make it easier for more people to take part.

Flexible booking options

Parents want choice with holiday clubs, and we found that 53% tend to book individual days, with 18% wanting a mix of individual days or full weeks to fit around their schedules.

Instead of only offering a full week, consider:

• Single-day bookings
• Two or three-day bundles
• Early drop-off and late pick-up options

This kind of flexibility makes your holiday clubs more appealing to families with different schedules and budgets.

More advanced platforms can also allow you to run multiple pricing and booking options within the same camp, including multi-day discounts or collecting details for early drop-offs and late pick-ups, giving parents more choice and convenience.

Expand your offerings

Look at the data you’ve gathered from early interest and bookings to refine your holiday club planning.

Instead of only running a week-long generic club, consider a mix of:

• Day workshops
• Event days
• Sleepovers or themed evenings
• Progression paths linked to regular classes so families stay connected year-round

This blend of camps, clubs, workshops and events helps you serve different needs and keeps repeat bookings high.

Clear, automated communication

Clear, timely communication helps parents feel informed and reassured, especially when life is busy and schedules change.

Make sure you automate:

• Booking confirmations so parents know they’re in
• Pre-event reminders with what to bring and what to wear
• Day-specific instructions for trips or performances
• Follow-ups for feedback and future offerings

You want communication that reduces follow-up questions and builds trust. When reviewing platforms, remember not all offer the same level of flexibility. Look for features like automated notifications, customisable emails and scheduled messages so parents stay informed while your team stays in control.

Frequently asked questions about running holiday clubs

When should holiday clubs open for booking?

Most parents plan holiday childcare at least 1–3 months in advance, with many planning up to 6 months ahead. Opening bookings early increases visibility and conversion.

Do parents prefer full-week or single-day holiday clubs?

The majority of parents prefer single-day bookings, with flexibility to mix and match days depending on their schedule.

What payment options do parents expect for holiday clubs?

Parents increasingly expect flexible options such as instalments, deposits, childcare vouchers and sibling discounts.

Why do parents abandon holiday club bookings?

Common reasons include late announcements, unclear pricing, limited booking flexibility and complicated booking journeys.

How can holiday clubs increase repeat bookings?

Clear communication, positive booking experiences and offering progression into regular classes all support long-term retention.

Final thoughts

Holiday clubs built around clarity, flexibility and strong communication book faster, experience fewer drop-offs, and leave parents feeling confident and positive.

For providers, this means:

• Earlier bookings
• Fewer last-minute queries
• Reduced admin
• Stronger long-term relationships with families

If you would like to explore the full parent insight behind these findings, you can download the complete report. If you are reviewing how to support holiday clubs, booking journeys and parent communication, the Thrive4 team is always happy to help you sense-check your current setup and explore ways to strengthen it further.