WHILE the Channel Islands are keen to expand their profile as a short-break destination for up to 10 months of the year, they are equally concerned not to lose sight of the family holiday market which traditionally fills rooms in July and August.
The islands are an ideal family destination as they are safe, a short journey from the UK and have clean sandy beaches.
The drawback is the weather – there is no guarantee of sun – and the high-season prices of up to £500 for seven nights. Together these factors have contributed to a fall in the number of families holidaying in Jersey and Guernsey.
But the islands are fighting back. Hoteliers have invested to make their properties more child friendly. Hotels now have family rooms and offer children’s meals and baby-listening services.
A growing number have soft-play areas, for instance the Peninsula and Mallard Hotels on Guernsey, while the Mayfair, Metropole, Merton and Hotel de France are among those on Jersey that offer children’s clubs in peak season.
The Merton, voted Family Hotel of the Year in 1997, has an Aquadome heated indoor pool complex ideal for children.
“There is as much for children to do on Guernsey as on Jersey – it has as many good beaches and attractions such as the Butterfly Farm – but Jersey is best in terms of hotel facilities,” said Thomas Cook product assistant Channel Islands Sarah Mernor.
“The Channel Islands are ideal for all ages. It would be nice to have children’s clubs on Guernsey, but we have not had a problem selling the island without them.”
For an alternative to hotels, there is camping – Travelsmith and Premier offer sites on Jersey – and both islands offer a large selection of self-catering properties ideal for families.
Examples in Guernsey include Vazon Bay, which has apartments for up to five adults, heated swimming pool, children’s pool and play area, and Mallard Apartments, whose guests can use the Mallard Hotel facilities next door.
Both are featured by Crystal Holidays, which operates to the Channel Islands under the Jersey Travel Service and Guernsey Travel Service brands.
“Self-catering is very family-orientated,” said Crystal managing director Andy Perrin. “Families have their own space, but it also makes the holiday considerably cheaper.”
Vazon Bay costs £369 per adult for seven nights including return flights based on five sharing in July and August. Children aged two-11 pay £99.
Tour operators are also working to lure back families. Free or heavily-reduced children’s places are now offered.
Premier Holidays teamed up with KLM UK and Condor Ferries to offer free child places for bookings made before the end of March.
It also offers up to seven days at the Merton for £29 including travel by sea for children aged two-11 (£79 by air) except in the peak season, when they pay half price.
On every page of the Premier brochure there is a ‘What about the children?’ panel showing parents what to expect from each hotel in terms of rooms, meals and services, while Thomas Cook uses a logo to highlight family properties.
“Offering free child places has boosted the family market, but we were conscious that we needed to do more to highlight facilities for children,” said Premier’s Channel Islands product manager Beverley Scarr.
Crystal Holidays, which claims to be the first operator to the Channel Islands to cater for one-parent families – rates are given at eight hotels on each island – is also alone in offering its own children’s club on Jersey.
“It was the one facility we felt was missing on Jersey when we entered the market in 1995 as it was being sold as an older person’s destination,” said managing director Andy Perrin.
“The club is based at St Brelade’s Bay, which is perfect for children, with a big open beach which gently slopes into the sea. We are starting to see repeat business.”