Too often, we default to the same formula for family holidays: a great kids’ club, an all-inclusive resort and a week by the pool. That works brilliantly in some parts of the world, but Asia has never really been about staying in one place.

Families travelling 12 hours to get there increasingly want something richer. Parents still want downtime, but they’re also looking for wildlife, culture, adventure and opportunities for their children to discover somewhere completely different.
For agents, the key is encouraging families to book early.

Unlike European breaks, there are rarely genuine last-minute bargains during school holidays. Flights are the biggest fixed cost of an Asia itinerary and, once seats start to fill, prices usually only move in one direction. My advice is to book 11 months ahead, when airlines first release their schedules, giving clients better fares and far more choice.

Inset days, exam leave or travelling just before the main holidays can make a significant difference to the overall cost. August is a good example, with airfares often reducing from the middle of the month.

Agents should also challenge the expectation that every family holiday needs to revolve around an all-inclusive resort. Asia works differently, and that’s one of its greatest strengths.

The same applies to kids’ clubs. Many Asian hotels focus on experiences families can enjoy together e.g. from cooking classes and market visits to wildlife walks and cultural activities.

Weather is another area where agents can add real value. “Monsoon” doesn’t mean avoiding an entire country. Weather varies across Asia, and understanding regional differences can help agents recommend quieter destinations, better value and excellent weather.

The biggest opportunity is to change the conversation. Families aren’t simply buying a hotel; they’re buying memories – elephant safaris in Sri Lanka, cooking classes in Thailand, bullet trains in Japan or rainforest adventures in Borneo. And Asia has these experiences in abundance.