Forty-five per-cent of fathers would continue to remove their children from schools during term-time despite new rules against doing so, according to YouGov research.
The finding was one several revealed by the study into consumer behaviour surrounding holidays, which looked at how much consumers spend, how far in advance they book, how they book and whether parents would take children out of school to save money on holidays.
The study implemented Callcredit’s Cameo UK segmentation tool to show how these views differ across socio-economic groups.
Using the tool, the study categorised respondents into ten different groups ranging from ‘Business Elite’ to ‘Family Value’.
It revealed that 32% of those classed as ‘Prosperous Professionals’ would take their children out of school for a holiday, compared to 59% of those classed as ‘On a Budget’.
Chris McDonald, managing director, marketing solutions at Callcredit, commented: “Last weekend signalled the start of the main holiday exodus, with many schools breaking up and an estimated two million people heading off for an overseas summer break.
“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.”
“Interestingly the survey also showed a disparity between views when a last-minute deal became available with 48% of the ‘Business Elite’ prepared to drop everything and jet off, compared to just 38% of the ‘Cash Conscious Communities’, indicating that flexibility when it comes to taking time off work could be an issue – valuable insight for marketers when faced with having to market late availability holidays”.