Understanding parents’ concerns for childcare as a national childcare provider

As a national childcare provider, parents are at the heart of everything we do at Kings Camps. From our holiday camps to the activities we provide, we’re always looking at how we can better support families.

Over the past year, we carried out two surveys with our booking members and people who had registered their interest in Kings Camps but had not yet booked. We wanted to understand the challenges parents face when choosing childcare, what matters most to them and what they really look for in a holiday childcare provider.

What do parents want from childcare?

One finding stood out above the rest: convenience.

For busy families, childcare needs to fit around everyday life. Parents told us that factors such as location, flexibility, suitable dates and times, and ease of booking all play an important role in their decision-making.

We understand that finding reliable school holiday childcare shouldn’t create additional stress. Parents need to know their children are safe, active and having fun, while having a childcare option that works around their family and work commitments.

That’s why Kings Camps provides kids’ holiday camps across the UK, giving families accessible childcare during the school holidays.

More than Childcare

Convenience is important, but parents also want their children to have a positive experience. With children spending an increasing amount of their waking lives on digital devices, we believe there is real value in providing opportunities to step away from screens and get active.

At Kings Camps, our holiday camps combine sport, games and activities with opportunities to make friends, build confidence and develop teamwork and independence. For parents, this means more than simply finding somewhere for their child to go during the school holidays. It means finding quality childcare that children genuinely enjoy.

Listening to parents

Our research has reinforced something we already believe: great childcare starts with listening. By understanding what families need, we can continue to improve Kings Camps around the realities of modern family life.

Because when parents feel confident about their childcare, children can focus on what matters most: having fun, making friends and creating memories.