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This chapter investigates how holiday decisions for couples change when they become parents. By the use of a qualitative-explorative research approach (grounded theory method), 10 in-depth interviews were done with Dutch parents-to-be expecting their first child. The results show that emotional response ranks high in terms of the occurred changes, which originate from a set of interrelated consequences. A strong link with a deep fundamental basis rooted in daily life values can be made. Such roots oblige the tourism industry to consider product differentiation to serve this segment better and to capture a competitive position in the dynamic tourism industry.