Meeting today's parents where they are: two free tools helping early learning services boost enrolments and build trust

Parents today are making childcare decisions very differently than they did just a few years ago.

Convenience, transparency and trust have become central to the enrolment journey, with families expecting to research services online, read authentic reviews and book centre tours quickly and easily. For many childcare providers, particularly independent, community-based and not-for-profit services, meeting those expectations can be challenging.

Occupancy remains under pressure in many parts of the country. Phone enquiries are slowing, families are taking longer to make enrolment decisions and competition between services has intensified. While some providers have sophisticated customer relationship management systems to manage enquiries and bookings, many others continue to rely on shared inboxes, voicemail and manual follow-up processes.

Against this backdrop, Care for Kids has introduced two free features designed to help services better connect with today's families: Instant Tour Bookings and Verified Parent Reviews.

Rather than replacing existing systems, these tools aim to remove common barriers that can prevent families from taking the next step, while helping services present a more transparent and accessible online presence.

Why parent expectations matter

Recent research conducted by Care for Kids highlights just how influential the online experience has become.

Its 2025 Parent Survey found that reviews from other parents are now the single most important factor families consider when choosing a childcare service, followed by vacancies and educational programs.

Interestingly, while 52 per cent of parents begin their search with a particular service already in mind, however almost six in ten respondents remain open to considering other options.

For providers, that presents both a challenge and an opportunity.

If families can easily book a tour and gain confidence through trusted information, they are more likely to progress from browsing online to walking through the service's front door.

Instant Tour Bookings: removing friction from the enrolment journey

For many families, booking a tour is the first meaningful step towards enrolment.

Yet traditional booking methods often involve leaving a voicemail, waiting for a callback or exchanging multiple emails before a suitable time can be arranged.

Care for Kids' Instant Tour Bookings feature removes much of that friction.

Parents can book directly from a service's Care for Kids listing, selecting an available date and time that is automatically confirmed. The booking is added to both the family's calendar and the service's Google or Outlook calendar, while the service receives an immediate notification.

The feature can be activated through the Care for Kids provider portal in less than five minutes and is currently free for long daycare centres.

For services without sophisticated booking systems, it offers a simple way to capture enquiries at the moment families are ready to act.

Jayne from Headland Montessori in Caulfield, Victoria, says the feature has already simplified the enrolment process.

“Book a Tour was incredibly easy to set up. All I had to do was enter our availability, which took less than five minutes, and we were up and running. We have also started to receive bookings through the system. From our side, it really just worked. It has made the booking process much easier than managing everything over the phone, and it’s far more convenient for families who can now book a tour online at any time.

If you’re thinking about it, I’d definitely recommend turning it on. It is quick to set up and there is really nothing to lose, especially while it is still in the free pilot phase.”

Building trust through verified feedback

Convenience is only one part of the decision-making process.

Trust remains equally important.

Online reviews increasingly influence family decisions, yet many providers have experienced the challenges of anonymous or unverified feedback appearing on public review platforms.

Care for Kids' new Verified Parent Reviews feature has been designed specifically for the early childhood sector.

Only parents who have genuinely toured or enrolled at a service can submit a review. Before a review is published, services have up to 72 hours to review the feedback, respond where appropriate   Or flag for moderation if they don’t believe it’s legitimate.

Rather than relying on a single star rating, reviews also assess four key areas:

• Learning & Development
• Care & Relationships
• Environment
• Health & Safety

Parents are encouraged to provide meaningful written feedback, while services can access everything through a dedicated dashboard that includes review management, response tracking and built-in sentiment analysis to identify common themes and opportunities for improvement.

The result is feedback designed to be more balanced, transparent and useful for both families and providers.

Why small improvements can make a big difference

Every childcare service wants to provide exceptional education and care.

But in today's environment, families are also judging how easy it is to engage with a provider before they ever visit the centre.

A straightforward booking process, authentic parent feedback and timely communication all contribute to the confidence families feel when choosing a service.

For providers operating with limited marketing budgets or administrative resources, small improvements to the enrolment journey can make a meaningful difference without requiring significant investment.

Supporting providers at a challenging time

The early childhood sector continues to navigate workforce shortages, occupancy pressures and increasing expectations from families.

Practical tools that simplify administration, improve the parent experience and strengthen trust can help services focus on what matters most, delivering quality education and care for children.

For many providers, these new Care for Kids features offer an opportunity to modernise part of the enrolment journey without additional cost or complexity.

For services looking to strengthen their online presence, streamline enquiries and make it easier for families to take the next step, they are practical additions that reflect the way today's parents search for, and choose, early childhood education and care.

To learn more about both features or activate them for your service, log in to your Care for Kids provider portal.