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Parents sacrifice kids’ education for cheap holidays


Almost half (46%) of parents in the UK would be willing take their child out of school during term time to secure a cheaper price for their holiday.

This figure, from the latest study by TNS-RI Travel and Tourism, highlights the dilemma faced by many parents: whether they should stump up for the higher prices demanded by holiday companies during school holiday periods or face the consequences from school authorities by taking their children out of school during term time, when prices are more affordable.

In fact, over 4 in 10 people aged under 45 with children are willing to avoid the peak holiday season completely and save their annual leave for the cheaper periods during term time. Older parents, aged 45 and over, appear less likely to take this approach, with less than 1 in 3 actively avoiding the school holiday periods.

According to Tom Costley, Group Director of TNS-RI Travel and Tourism: “These figures suggest that the price difference between taking a break in the school holiday periods and other times within the holiday season is sufficient enough for some parents to consider taking their children out of school. As education authorities become tougher on absence from school, there will be increasing tension between schools and parents if holiday companies continue to keep their prices high in the school holidays, particularly in a time of economic uncertainty.”

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Notes to editors
2,054 respondents, representative of the UK adult population, were asked this series of questions as part of the TNS Omnibus survey during the period 26 February – 2 March 2010. These interviews were conducted face-to-face in the respondents’ homes.

About TNS-RI

TNS, who recently merged with Research International, is the world’s largest custom research agency delivering actionable insights and research-based business advice to its clients so they can make more effective business decisions. TNS offers comprehensive industry knowledge within the Consumer, Technology, Finance, Automotive and Political & Social sectors, supported by a unique product offering that stretches across the entire range of marketing and business issues, specializing in product development & innovation, brand & communication, stakeholder management, retail & shopper, and qualitative research. Delivering best-in-class service across more than 75 countries, TNS is part of Kantar, the world’s largest research, insight and consultancy network. Please visit for more information.

About TNS-RI Travel & Tourism

TNS-RI Travel & Tourism is a specialist team within TNS Research International focusing on the travel, tourism and leisure industries both within the UK and globally via the network of TNS-RI offices. As market leader within the UK, we have a ‘blue chip’ list of clients including all of the national tourism organisations within the UK, Government departments and agencies, major holiday companies, airlines, rail companies and transport providers.


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