School holidays offer a great opportunity for families to reconnect and recharge, but they also require thoughtful planning from parents to ensure the time is both enjoyable and productive.

During Christmas time there is already a range of costs being factored in, so with the average cost of $808.84 at peak times, those heading away and wanting to try and bring down the price are planning nice and early. Parents start planning a trip up to 2.5 months before the start of school holidays. The dates where we see the travel peak is 3 days after school holidays begin and then across the second week of January.

Many parents aim to strike a balance between relaxation, enrichment, and maintaining routines that support their children’s learning and well-being. Activities such as family trips, local adventures, or enrolling kids in camps or workshops can be beneficial, offering social, physical, and creative engagement. At the same time, arranging childcare, budgeting for outings, and managing screen time can be challenging. By planning well in advance, parents can create a memorable break that fosters growth, fun, and family bonding.

Gold Coast is the most popular destination, followed by Cairns and Brisbane. All three of these cities appeal to people interested in interstate travel, with children, as it over indexes across key elements such as entertainment (1.5x), Family Activities (1.3x) and Outdoor activities (1.3x).

The consistency of Queensland weather over the summer period also further adds to the appeal, not requiring back up plans in case of a turn of weather means parents can rest assured their tedious planning isn’t interrupted. Especially given the estimated trip duration is just over a week (8 days) there’s no time for staying inside. It’s also no wonder that nearly a third (31.7%) of travellers during this time are flying out of Melbourne!

Whether you’re looking to target users interested in Theme Parks, Natural attractions, Educational & Cultural experiences or who just want to relax away from their home state, Audience360 can work with you to build the perfect audience for you. Get in touch with our team today.