PATA: Why Travel Agents Need to Stop Selling Family Holidays to Asia Like they're Selling the Caribbean

When it comes to family travel, I think the industry needs to rethink how we sell Asia.

Too often, we default to the same formula: 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 been about staying in one place. Families travelling 12 hours to get there increasingly want something richer; holidays that create stories rather than just guaranteed sunshine.

That's exactly what we're seeing. Parents still want downtime, but they're also looking for wildlife encounters, cultural experiences, adventure and opportunities for their children to discover somewhere completely different. The destinations seeing the strongest demand aren't just offering beaches; they're offering memorable experiences.

One trend has become increasingly clear: the best family holidays start with booking much earlier.

Unlike European breaks, there are rarely genuine last-minute bargains during school holidays. Flights are the biggest fixed cost of any Asia itinerary and once those seats begin to fill, prices usually only move in one direction.

My advice to agents is simple: encourage families to book around 11 months in advance, when airlines first release their schedules. Booking early isn't just about availability – it gives clients access to better fares and far more choice.

It's also worth encouraging parents to look carefully at school calendars. Inset days, exam leave or finishing just a few days before the main school holidays can make a significant difference to the overall cost of a trip.

August is a great example. Air fares often reduce from the middle of the month, but the return flights before the new school term disappear quickly. Families who plan ahead can often secure lower outbound fares while still guaranteeing those crucial return seats.

Interestingly, school holidays can also make Business Class more attainable. Because flights are carrying more leisure travellers than business passengers, the price difference between Economy and Business can narrow, making an upgrade worth considering for families celebrating a special occasion.

Another misconception I think agents should challenge is 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.

Instead of spending every meal inside the hotel, destinations such as Thailand, Vietnam, Malaysia and Indonesia encourage visitors to explore local restaurants and street food, where fantastic food is often affordable, authentic and family friendly. Most restaurants are happy to adapt spice levels for younger diners or recommend dishes that introduce children to local cuisine gradually.

The same applies to kids' clubs. If parents expect to drop their children off at 9am and collect them at dinner, Asia may not always be the right fit. Instead, many hotels focus on family experiences such as market visits, cooking classes, wildlife walks and cultural activities that parents and children enjoy together. Personally, I think those shared experiences create far more lasting memories.

Weather is another area where agents can add real value. One of the biggest misconceptions is that "monsoon" means avoiding an entire country. In reality, weather patterns vary enormously across the region.

Thailand is a perfect example. While parts of the west coast experience heavier rainfall in summer, destinations on the Gulf coast often enjoy much drier conditions during the UK and Irish school holidays.

The same applies across parts of Malaysia and Sri Lanka. Understanding these regional differences allows agents to recommend destinations that are quieter, offer excellent value and still deliver fantastic weather.

Equally, if a client's priority is staying in a luxury hotel, travelling during the greener months can unlock exceptional value, with five-star properties often available at significantly lower prices.

The biggest opportunity for agents, however, is to change the conversation.

Families aren't simply buying a hotel anymore, they're buying memories. They're looking for elephant safaris in Sri Lanka, cooking classes in Thailand, bullet trains in Japan or rainforest adventures in Borneo. Multi-centre itineraries are becoming increasingly popular because they combine culture, wildlife and beach into one unforgettable trip, keeping children engaged throughout the holiday.

Looking ahead, I expect family demand for Asia to remain incredibly strong. Parents continue to prioritise travel, but they're looking much harder at value and what they receive for their money. That doesn't necessarily mean the cheapest holiday; it means the one that delivers the richest experience.

For travel agents, that's the opportunity. The conversations that lead to the best bookings aren't about finding the lowest price, they're about understanding the memories a family wants to create together.

Asia and the Pacific have those experiences in abundance. If we stop selling the region as simply another beach holiday and instead showcase the adventure, culture and variety that make it unique, we'll create happier clients, stronger bookings and families who come home already planning their next visit.

Sam Collins is Product Manager at Best at Travel and spokesperson for PATA UK & Ireland