This thesis advances the conceptual understanding of contemporary expressions of family migration, drawing upon the case study of Old Town, Hastings, in the South East of England. Based on rich, empirical findings from semi-structured interviews, content analyses of media sources, and household surveys, it is shown that flows of family migrants into Old Town are re-focusing attention on previously under-stated motives for migration. Furthermore, it is contended that findings signal the growing importance of emerging appeals, such as more family-friendly employment practices, enhanced qualities-of-life, and alternative lifestyles ‘by the sea’. It is argued that the findings disrupt conventional conceptualisations of family migration, and illuminate more complex and complicated forms of mobility.