School holidays represent the single most concentrated booking period for tourism businesses. This week, your marketing strategy should focus entirely on capturing families planning winter escapes to the South West.
The window is narrow but lucrative. Families booking during school holiday periods spend 40% more than other visitors, stay longer, and show higher satisfaction scores. The message resonates particularly with affluent families in Perth and major regional centres planning 7 to 10 day breaks.
School holiday periods drive 34% of annual winter tourism bookings. Families book an average of 8.3 nights and spend 40% more than non family travellers. Families who book 30 plus days in advance spend 28% more on upgrades and show 34% higher satisfaction. Early visibility to school holiday planners directly impacts your revenue.
Content Focus: Create family oriented content featuring:
1. Kid friendly activities and attractions in the South West
2. Family accommodation features (kitchen facilities, family rooms, safety)
3. Dining options suitable for families with children
4. School holiday specific messaging and promotions
5. Multi night package deals that appeal to family budgets
Messaging Strategy: Lead with experiences families value. Showcase convenience, safety, activities kids enjoy, and peace of mind for parents. Share family testimonials and multi generational travel stories.
School Holiday Marketing Checklist:
☐ Update website with family focused content
☐ Create Instagram and Facebook posts showing kids activities
☐ Partner with 2 to 3 family oriented tourism businesses for co marketing
☐ Develop a school holiday specific email campaign
☐ List family friendly packages on booking platforms
☐ Tag school holidays and family travel in all social posts
1. Create one Instagram Reel showing kids enjoying your facilities
2. Post a family testimonial or multi generational story
3. Update your Google Business profile with family focused keywords
4. Send an email to past family guests promoting school holiday availability
5. Partner with one family tourism business and co promote this week
Families planning school holidays make booking decisions within 2 to 3 weeks of the holiday dates. They search for “family friendly accommodation South West” and “school holidays activities.” Your visibility during THIS week directly impacts school holiday bookings in August and September.
Position your business as the family holiday destination in the South West. Create content that speaks directly to parents planning school breaks. Make booking family holidays feel simple and appealing.
Is your school holiday marketing feeling scattered? Let us focus it. We will conduct a complimentary visibility audit and show you exactly how to capture families planning South West holidays.
Call 0477 435 422
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