Thomas Cook launches family screen time pledge after new research reveals nearly two thirds of parents have no rules for device use on holiday
This summer, Thomas Cook is inviting families to sign a pledge to reduce their holiday screen time after its research revealed young children spend almost 11 hours on devices during a week-long break, while parents top 14 hours.
The voluntary pledge, available for customers to sign here, encourages families to ‘disconnect to reconnect’ on their summer holiday to spend more intentional time together.
Those who sign the pledge will also be entered into a prize draw to win another getaway, worth up to £2,000. The lucky winner will be free to choose from 72 destinations with flights and accommodation included, subject to availability. Holidaymakers have until 23:59 on 29 September 2026 to enter.
The campaign is inspired by a Thomas Cook survey of 2,000 UK parents with children aged under 10. It found nearly two-thirds of parents don’t set any rules around device use while on holiday. For over a quarter of families, device usage increases while on holiday compared to at home.
The research also revealed children under the age of 10 spend an average of 93 minutes per day on electronic devices. Those aged six have the highest holiday screen time, averaging 104 minutes per day. Even children under the age of one will spend an hour per day on devices while on holiday.
And it’s not just children struggling to switch off. The average parent will spend half an hour more per day on devices than their child – totalling 122 minutes a day.
Families signing Thomas Cook’s Device-Down Holiday Pledge will be agreeing to:
- Limit device usage to no more than one hour a day
- Go device-free during meals
- Take turns being ‘family photographer’ instead of everyone filming separately
- Be fully ‘in the moment’ and save posting on socials for later
- Write or draw one holiday memory instead of just posting it
- Have one fully unplugged adventure this trip
- Embrace slower mornings, keeping the first hour of the day screen-free
- Prioritise peaceful sleep with a screen-free hour before bed
The incentive is supported by Sim Shamu, a Child Behaviour Specialist at PBS ABA UK who explains:
“Using devices on holiday isn’t automatically bad, and parents shouldn’t feel guilty if they’re used intentionally. The concern is when devices become the automatic answer to every inconvenience, they can get in the way of family connection.”
“Thomas Cook’s survey suggests most devices are used as a travel tool rather than an entertainment crutch. Parents are most likely to hand over a device during long car, coach or train journeys (41%), flights (38%) and airport waits (37%). Whereas a quarter give their child or children a device to have a break themselves, to combat boredom, or avoid or end a tantrum.
“But parents need to be wary that if everyone is on a separate device for long stretches on holiday, there are fewer shared moments, conversations, jokes, games and memories formed together.
Ryan Cotton, Chief Marketing Officer at Thomas Cook, adds:
“It’s clear from our study that devices serve a real purpose on holiday, especially for helping children cope with long journeys. But many parents feel they can take over more of a trip than planned.
“Our Device-Down Holiday Pledge, signed before you travel, could help families set clear intentions and boundaries early so arguments don’t spoil your trip.
“It’s not about demonising devices but about giving families the space to create lasting memories and be fully present together”.
