Could Holiday Clubs Be a Low-Risk Next Step for Your Organisation?
By LoveAdmin
For many children’s activity providers, holiday clubs sit in the “maybe one day” pile. They’re talked about, sometimes trialled, but not always built into regular planning.
And that hesitation makes sense. Holiday provision can feel like a step up in complexity – different schedules, longer days, more admin, and higher expectations from families can quickly make it feel like a big commitment.
What’s reassuring is that holiday clubs don’t need to be all-or-nothing. In practice, they can be a small, low-risk extension of what many providers already do well.
Our parent research from the Holiday Club Scramble report shows that around 70 percent of parents use holiday clubs during school holidays. What’s interesting is how unevenly demand is being met. Football academies dominate bookings, while activities such as dance, theatre and other children’s activities appear far less often.
This doesn’t suggest a lack of interest. It points to an opportunity for more providers to step in, in ways that fit their capacity and priorities.
Holiday Clubs Don’t Have to Start Big
One of the biggest barriers providers mention is scale. The idea of full-week camps, staffing long days, and managing complex bookings can feel daunting.
However, in reality, many successful holiday clubs start small.
Providers can begin with:
- One or two days in a holiday period
- Short workshops or themed sessions
- Limited numbers to test demand
Starting small lets you see what works without stretching yourself. You can test demand, adjust as you go, and only grow it if it genuinely makes sense.
Parents Don’t All Want the Same Thing
Another key finding from the report is that parent booking behaviour has changed. Many families aren’t automatically looking for full-week bookings. Instead, they value:
- Single days or short blocks
- Flexible start and finish times
- Options that fit around work, budgets and other commitments
For providers, this is good news. Flexible formats lower the barrier to entry for families and for you. Offering a small number of bookable days can meet demand without committing to a full holiday programme.
Trust Is Already on Your Side
Children’s activity providers are in a strong position because trust already exists.
Parents consistently tell us that trust and reassurance are the most important factors when booking holiday provision. Familiar instructors, known venues and established routines all help families feel confident.
Holiday clubs offered by providers families already know often feel like a natural extension, rather than a risk. That trust reduces hesitation and supports repeat bookings.
Why Bookings Often Feel Last-Minute
Many providers experience holiday bookings as unpredictable or late in the process. That doesn’t reflect a lack of interest from families, but the reality of how parents plan around school holidays.
Our research shows that parents often wait to book because:
- Holiday dates aren’t shared far in advance
- Booking information feels unclear or incomplete
- Only full-week options are available
- Payment needs to be made in one go
When information is published earlier, booking options are flexible and communication is clear, families are far more able to plan ahead. In return, providers gain better visibility and more confidence in demand.
A More Manageable Way to Approach Holiday Provision
For providers considering offering holiday clubs, the approach that is easiest to sustain is an incremental one.
That might mean:
- Publishing holiday dates earlier than before
- Capturing interest with waitlists or expressions of interest
- Offering flexible booking options rather than fixed weeks
- Using simple booking and communication tools to reduce admin
Holiday clubs work best when they are shaped around how families actually plan and book, rather than trying to replicate term-time models.
A Natural Extension, Not a Reinvention
Holiday clubs don’t need to change what makes your organisation successful. They work best when they build on existing strengths, values and relationships.
For many providers, they offer a way to:
- Make better use of space during quieter periods
- Offer families continuity through the holidays
- Generate additional income without overstretching
Approached gradually, holiday clubs can become a confident, sustainable part of your provision.
If you’d like to explore the full parent insight behind these findings, the Holiday Club Scramble report looks in more detail at how families plan, book and pay for holiday clubs – and what helps providers respond with confidence.
Abi Jacks is Marketing & Growth Director at LoveAdmin, providers of the people, service and club management software that help your business to grow with your community’s needs. If you’d like to find out how LoveAdmin can help your club deliver successful holiday clubs, book a call with a member of the team.