Families eagerly anticipate school holidays as a time to spend quality time together. Families in major cities like Jakarta have many vacation options, from shopping malls, natural attractions, and recreational parks, to educational and cultural destinations. Jakarta, the capital and most populous city in Indonesia with a population exceeding 11,436,000 in 2024, offers a variety of recreational options that cater to the entertainment and educational needs of families.

During school holidays, families tend to choose tourist destinations that offer enjoyable and educational experiences for children while providing relaxation for parents. Based on data from various sources, several key trends in family vacation destination choices during school holidays include:

Open Nature Destinations: The Need for Nature

A study in 2023 revealed that 45% of families in Jakarta prefer natural destinations as their primary choice during school holidays, mainly because they want to enjoy the beauty of nature and fresh air. Large cities like Jakarta are often full of hustle, bustle, and pollution. Open nature destinations offer an escape from the 

Amusement Parks and Recreational Rides: Fun and Entertainment

Data from the Central Statistics Agency/Badan Pusat Statistik (BPS) shows that visits to amusement parks increase by 20% during school holidays compared to regular periods. Amusement parks and recreational rides are designed to provide the whole family with fun and excitement. The benefits obtained can include creating excitement through joint activities, stimulating children's creativity and imagination, and increasing children's courage and self-confidence. 

Educational Visits: Learning Outside the Classroom

60% of parents choose educational destinations as part of their school holiday plans. Educational visits provide children with opportunities to learn outside the formal school environment. Some benefits obtained include knowledge enrichment, interactive experiences, and increased interest in learning for children. 

Cultural and Historical Tourism: Understanding Cultural Heritage

Cultural and historical tourism helps children understand and appreciate the cultural and historical heritage of their nation. This will help raise historical awareness and identity through interactive learning and appreciation of cultural diversity, traditions, and tolerance. It is not surprising that 55% of families in Jakarta visit museums and historical sites during school holidays.

Characteristics and Behavior of Familias During School Holidays

Choosing the right tourist destination for children is an important decision that parents must make to ensure a safe, educational, and enjoyable vacation. The selection of tourist destinations during school holidays is also influenced by the characteristics and behavior of families during these periods.

To gain a comprehensive understanding of the characteristics and behavior of families in Jakarta during school holidays, several aspects need to be explored:

• Demographic Profile: Including children's ages, parents' employment status, education level, and family income. This information helps in market segmentation and adjusting tourism offerings.
• Activity Preferences: Knowing the types of activities preferred by families, such as educational, recreational, or outdoor activities.
• Travel Habits: Including travel frequency, types of transportation used, and accommodation preferences. This helps in planning logistics and marketing tourist destinations.
• Holiday Expenditure: Understanding the budget usually allocated for holidays and the largest types of expenditures (entrance tickets, food, accommodation, etc.).
• Source of Information and Recommendations: Knowing how families find information about tourist destinations, whether through social media, recommendations from friends, or advertisements.

Using the right data collection methods will certainly help in understanding how family characteristics influence vacation choices during school holidays. To gather accurate and relevant data, here are some market research methods that can be used:

• Questionnaire Surveys: Using online or offline questionnaires to collect quantitative data on family preferences, habits, and expenditures during school holidays. Questionnaires can be distributed through social media, email, or directly at tourist spots.
• Focus Group Discussion (FGD): Conducting group discussions with several families to gain in-depth insights into their experiences and preferences. FGDs help uncover the reasons behind destination and activity choices.
• In-Depth Interviews: Conducting 1-on-1 interviews with parents to gain a deeper understanding of their vacation decisions and preferences. These interviews can be conducted in person or via phone/Zoom.
• Observations at Tourist Spots: Conducting direct observations at tourist destinations to see family behavior and interactions. These observations help us understand on-site dynamics and actual activity preferences.

School holidays in Jakarta present significant opportunities for the tourism industry to attract families with various interesting destinations and activities. By understanding family characteristics and behavior during this period through appropriate market research, industry players can develop effective strategies to meet their needs and preferences. Clove Research & Marketing Analytics possesses expertise in conducting comprehensive and in-depth market research. Using proven effective research methodologies, we can assist tourism industry players in understanding family characteristics and behavior during school holidays, as well as maximizing the economic potential of this period. Clove Research & Marketing Analytics is ready to accompany you in achieving these goals!