A new survey from Holiday Inn by IHG suggests parents may be overthinking family trips. Of 750 German parents of children aged 0-12 polled, 86% said they feel responsible for making holidays feel special – yet the same parents reported that what kids actually value is fun, freedom and time together, not packed schedules or pricey attractions.
Nearly seven in ten believe their children treasure small, carefree moments over big-ticket experiences. Asked what kids would want more of, parents pointed to play time (30%), adventure (30%), spontaneity (22%) and meaningful family time (18%) – essentially, less itinerary and more kicking about.
Children are also increasingly part of the planning process. Four in ten parents actively ask for their kids' opinions, with children having the biggest say on activities and excursions (70%) and food and drink (58%). Parents say involving them boosts anticipation and makes the trip itself more enjoyable, turning planning into a shared family project rather than a chore.
To capitalise on that, Holiday Inn is rolling out a "Chief Holiday Officer" initiative across Germany this autumn. During the school holiday period, children staying at Holiday Inn and Holiday Inn – the niu hotels will get an iron-on badge and a holiday wish list to help them shape the family's days. IHG's Managing Director for Northern Europe, Mario Maxeiner, said the research backs what the brand has long believed: great family holidays are built on simple moments together, supported by communal spaces, flexible experiences and family-friendly amenities.
The hotel group's pitch leans on its Open Lobby – a social space designed for games, meal sharing and spur-of-the-moment planning – plus its Kids Stay & Eat Free programme. That last one matters more than you might think: a third of parents said familiar food options and the freedom to choose what they eat are especially important to their children when travelling.
For families, the takeaway is refreshingly low-pressure. If kids mostly want playground time, a say in where you eat and some unstructured afternoons, you don't need a Michelin-starred tour of three cities in five days. Handing over some of the decision-making – which attraction, which ice cream stop, which afternoon goes entirely off-script – could be the cheapest upgrade your next family trip gets. And if you happen to be staying at a Holiday Inn in Germany during the autumn school holidays, your kids can literally take the title of Chief Holiday Officer along with them.
