As an activity provider, you know how much effort goes into planning classes children love – but to a parent, your booking process is one of their first real impressions of your business.

Parents today are busier and more cautious than ever. They want activities that fit around family life, feel welcoming and trustworthy, and give them confidence their child will be safe, happy, and supported. If your booking process doesn’t reflect that same sense of ease and trust, you risk losing families before they’ve even tried a class.

So what exactly makes the difference for parents when deciding whether to book?

What parents look for when booking children’s activities

1. Clear, useful class information

Parents want to know exactly what they’re signing up for: class times, locations, age ranges, costs, what to bring, and who’s running the session. If they have to hunt around for details, they’ll likely move on.

2. Visible safety and trust signals

From DBS checks and first-aid qualifications to safeguarding policies and clear communication, parents need reassurance their child is in safe hands. Including these details on your website or booking page helps families feel confident before they commit.

3. Flexibility that fits around family life

Parents often juggle work, school runs, and multiple activities – so flexibility matters. The option to pay in instalments, re-book online, or arrange a make-up class if their child can’t attend goes a long way.

4. A professional, welcoming feel

Every booking page, confirmation message, and email adds to the overall impression of your business. A smooth, consistent, and friendly experience signals that you’re reliable and organised.

5. Easy booking and payment

Parents expect to be able to book at a time that suits them – often late at night on their phone after the kids are asleep. They want to secure a place quickly, pay easily, and get instant confirmation that everything’s sorted.

6. Self-service options

Once they’ve booked, parents like to stay in control. They want to update payment details, let you know about absences, or book make-up sessions without having to chase you by email.

How providers can deliver a great parent experience

Make information clear and visible

Keep class details up to date and easy to find on your website and social channels. Add photos of your venues and coaches, clear pricing, and visible safety information to build trust.

Keep booking simple and stress-free

The easier it is to sign up, the more likely parents will follow through. Offer online booking that works on any device, and send instant confirmation so parents know their space is secure.

Communicate clearly and consistently

Friendly, timely communication – like reminders about term dates, payment schedules, or upcoming events – helps families feel looked after.

Give parents control through self-service

Once families are enrolled, make it easy for them to manage everything in one place. A parent portal where they can update details, view timetables, report absences, or book make-up sessions gives them the control they value – and saves you hours of admin too.

How ThinkSmart Software helps

ThinkSmart Software is designed with both providers and parents in mind – creating a smooth, professional experience from first click to confirmation.

With branded booking pages, you can give parents a seamless, trustworthy way to sign up. The mobile-friendly process makes booking quick and intuitive, while flexible payment options and automated confirmations remove the back-and-forth.

And with ThinkSmart’s customer portal, families can manage their own payments, absences and make-up sessions – keeping everything simple for them, and saving you hours of admin.

Final word

When you see your business through a parent’s eyes, small details make a big difference. Clear information, simple booking, and a sense of trust all help families feel confident choosing you.

By creating a smooth, reassuring experience from the very first click, you’ll not only attract more parents – you’ll keep them coming back. And with ThinkSmart Software handling the behind-the-scenes work – from bookings to communication and customer management – you can focus on delivering the experiences that make families smile.