How to: Get families a bargain summer break

As schools clamp down on taking their children on holiday during term-time by imposing fines, more parents want your help to make it afforable to get away during the peak season break.

Teletext Holidays managing director Victoria Sanders recently urged agents to use their expert knowledge of the market to help clients tied to the school holiday dates. Now Cressida Sergeant, business development director, Teletext Holidays, explains how it can be done:

Track prices

Prices throughout the summer holidays can fluctuate. As an experiment we tracked the price of the same holiday throughout the summer holiday and it was at its lowest in the last week of the six-week holiday.

Look for low-season destinations

Summer in the Caribbean is low season and although there is more risk of bad weather, it is sunny. Rain showers, if there are any, are usually short. Most operators offer savings throughout the summer and many resorts offer excellent all-inclusive deals.

Home or away?

Lots of families assume that they’ll save money by holidaying at home in the UK. But it can all add up when you consider petrol costs, eating out, supermarket shopping and the cost of getting into attractions and activities.

In sunny resorts, a pool, or the beach and a bucket and spade is all you need. Have some examples and holiday spending case studies in the shop to show clients the difference.

Connect with schools

Lots of schools have weekly newsletters for parents and a programme of seasonal events. As part of your marketing activity contact the Parent Teacher Association and find out how you can support your local school.

Providing prizes, donations and taking tables at school fairs will allow you to form a partnership with the school and keep front of mind with parents. You may also be able to provide money-saving advice for families about where the best deals are in the summer holidays on their website and in the newsletter.

Family saving zone

In all your marketing and PR make sure that you are using knowledge of the market to track the best late deals, early booking offers and how best to save on peak summer breaks.

Create a ‘family saving zone’ on your website, in the window and in all your marketing material so you gain credibility for providing useful and practical advice about all aspects of saving money on holiday.


Cressida Sergeant, business development director, Teletext Holidays  Cressida Sergeant is business development director at Teletext Holidays

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