Latest UK government statistics reveal that more than a third of families (36%) would like, but cannot afford, at least one week's holiday away from home (this equates to around 2.8 million families). This figure has risen more than 25% since 2006, with 61% of the lowest earning families admitting they cannot afford a week’s break. It is also estimated that around 1.5 million families cannot even afford a day at the seaside.

2 million children fall below thresholds of low income and material deprivation in the UK and those excluded from holidays are often those most in need. In its social inclusion policy, the government has recognised the importance of holidays and leisure since a lack of holidays can have an adverse effect on health and well-being as well as causing feelings of depression, isolation and alienation from peers and society at large.

A recent survey amongst those people seeking financial support to take a holiday revealed that the main benefits these families perceived they would gain from taking a holiday were the chance to spend quality time together as a family (90%), the opportunity to spend time away from stressful routines (83%) and to be better able to cope with their situation and look forward to the future (63%).