“We select the right holiday for each family,” Liddy explains. “We tease out what will work best for them, which isn’t always what a client thinks they want! It’s a dialogue, based on our family adventure holiday skills. We’ve been there, done that, and can guide them through options.”

Taking the age of children into account is part of the formula, so Stubborn Mule can offer something special for everyone. That needs an encyclopedic knowledge and real-life experience of travelling with kids.

“Culture, adventure, best landscapes and a beach are what most people want,” adds Liddy. “There are infinite possibilities in so many countries, from Indonesia to Egypt, Oman to Croatia, Sri Lanka to Norway. We can create itineraries without being tied to particular airlines or hotels, always being conscious of budget and adding value with our knowledge. We can arrange things you simply can’t do on your own.”