Here’s what’s actually happening in family hospitality whilst everyone else is still debating whether to refresh the karaoke machine. Smart hospitality pros are quietly binning bingo nights for coding classes, swapping talent shows for cookery workshops, and basically throwing out the entire “Morning campers!” playbook that’s been gathering dust since 1987.
Whilst everyone’s panicking about cost-of-living pressures, family-friendly searches have hit all-time highs in the UK. Not slightly up, not trending nicely – proper all-time highs.
Remember when family holidays meant a week at Butlin’s with the Redcoats doing their best “Morning campers!” routine? Well, families in 2025 are searching for something completely different, and they’re willing to pay for it.
The opportunity: Professionals who spot what’s actually happening in the next 24 days will position themselves ahead whilst competitors are still running the same tired entertainment programme from 1987.
The Great Family Search Surge ๐
Based on comprehensive search behaviour analysis covering millions of actual searches, here’s what families are actually doing online:
“Family-friendly hotel” is the top related search in the past month. Not “cheap family hotel” or “budget family accommodation” – they’re specifically hunting for family-friendly experiences.
Spoiler: The data shows families aren’t just booking rooms anymore – they’re researching experiences. This isn’t your nan’s package holiday to Blackpool where the highlight was the end-of-pier show.
“Summer classes for kids” doubled in search volume over the past month. “Holiday camp for kids” more than doubled (+110%). These aren’t desperate parents looking for somewhere to dump the kids whilst they nurse a pint – these are families investing in their children’s development during holidays.
What Families Are Actually Searching For ๐
Here’s the raw data on what families want right now:
Top Holiday Classes Families Are Hunting For
(Based on actual search volumes, past month)
- Cookery – The surprise winner
- Coding – Future-focused parents
- Drawing – Creative development
- Arts and Crafts – Hands-on learning
- Tennis – Active experiences
Where Families Want to Go: “Family Hotel” Destinations
(Top searched destinations, past month)
- Italy – Premium market leader
- Scotland – Domestic favourite
- Tunisia – Emerging market
- Austria – Mountain experiences
- Switzerland – Luxury positioning
All-Inclusive Family Resort Searches
(Top destinations, past month)
- Italy – Dominates both lists
- Algarve – Value positioning
- Majorca – Reliable favourite
- Greece – Island appeal
- Turkey – Budget-conscious choice
The Employment Opportunity ๐ผ
Here’s where it gets interesting – “summer holiday jobs for teachers” is a breakout search in the past month. “Summer jobs for 16 year olds” is up +50%.
What this suggests: There’s a pool of qualified educators looking for summer work, and families seeking quality experiences for their children. It’s like the perfect storm, but instead of chaos, you get opportunity.
Think about it – qualified teachers with time on their hands, families hunting for educational experiences. This isn’t some chaotic talent show where everyone’s pretending to have fun. This is serious potential.
Strategic opportunity: Consider how qualified teachers seeking summer employment could enhance your family programming. Not guaranteed revenue, but worth exploring – especially if you want to move beyond the “Knobbly Knees Competition” model of family entertainment.
The Scotland Opportunity ๐ด๓ ง๓ ข๓ ณ๓ ฃ๓ ด๓ ฟ
Scotland appears as the #2 destination for family hotel searches, sitting between Italy and Tunisia. Yet most family hospitality marketing focuses on Mediterranean destinations.
This is proper “have we got news for you” territory – Scotland’s sitting there like a well-kept secret whilst everyone’s flogging the same Costas and Canary Islands packages.
What the data suggests: Scottish family tourism is underserved relative to demand. It’s like everyone’s queuing for the Rich Tea while the Tunnock’s teacakes sit unnoticed next door.
Strategic consideration: Scotland’s appearance in top family destinations indicates potential for premium family experiences in domestic markets. Think less “organised fun” and more “proper Scottish adventure with actual learning thrown in.”
The Experience Economy Evidence ๐จ
“Things to do summer holidays near me” surged +250% in the past month. Families aren’t just booking accommodation – they’re actively planning experiences.
The shift appears to be: From “where should we stay” to “what should we do together.” It’s like the difference between booking a week at Pontins for the accommodation block and actually wanting to create memories that don’t involve trying to find entertainment in a draughty sports hall.
Strategic insight: Businesses positioning themselves as experience providers rather than accommodation providers may capture higher-value bookings. Think less “here’s your chalet key, the bar’s over there” and more “here’s how your family will grow together this week.”
What This Could Mean for Your Business ๐ก
Based on the search patterns, here are strategic opportunities worth considering:
Experience-Led Marketing
- Families are specifically searching for experiences (cookery, coding, arts)
- Consider partnerships with local providers
- Test experience-inclusive packages
Teacher Employment Programs
- Qualified teachers seeking summer work
- Could enhance children’s programming
- Potential for educational tourism positioning
Scottish Market Positioning
- High search interest, potentially underserved
- Opportunity for premium domestic experiences
- Less international competition
Italy Premium Positioning
- Dominates both family hotel and all-inclusive searches
- Indicates families will pay premium for right Italian experience
- Strong positioning opportunity for Italian properties
Your 24-Day Action Plan๐
Week 1-2: Data Verification
- Review your current family bookings – are they seeking experiences?
- Survey recent family guests about unmet needs
- Research local experience providers for partnerships
- Check competitor programming against search trends
Week 3-4: Strategic Testing
- Test experience-focused messaging vs accommodation-focused
- Pilot educational programming if feasible
- Evaluate Scotland market opportunity
- Consider Italy premium positioning strategy
Success indicators: Not just occupancy, but engagement with experience offerings and premium pricing acceptance.
The Bottom Line (Where the Value Actually Lives) ๐ฐ
The data shows families are actively seeking experiences, not just accommodation. They’re investing in their children’s development during holidays, and they’re willing to pay for quality.
Strategic positioning: Stop competing on room rates and start competing on experience quality. The search patterns suggest meaningful opportunities for businesses that understand families want to grow together, not just relax together.
Based on historical search patterns: Businesses that position themselves as experience providers rather than accommodation providers may capture higher-value, more loyal customers.
Want to get family hospitality intelligence based on actual search behaviour whilst your competitors are still googling “how to holiday business good” at 3am on a Tuesday?
