Running a holiday park isn’t just about taking bookings - it’s about creating end-to-end unforgettable experiences for your guests. But in the digital marketing world, it can feel overwhelming to keep everything on track. You’re managing staff, guests, and bookings. So, here’s the question: How well is your social media activity turning likes into bookings?
The fact is many businesses aren’t making the most of social media. It’s easy to think a few likes mean success, but if those likes aren’t turning into further engagement and ultimately bookings, you’re missing out. In reality, you could be leaving money on the table.
The missed opportunity
Social media isn’t just for holiday snaps and cute animal videos anymore. It’s a powerful part of the digital marketing mix where your park can stand out, but without a solid strategy, your business risks blending in while competitors grab your potential guests.
If you’re not using social media effectively as part of your digital marketing strategy, you’re not just standing still - you’re actively falling behind. We live in a world where people are glued to their phones, so a lack of regular and ongoing engagement on their screens means your brand fades from view. Meanwhile, competitors with bigger budgets are reaching your audience with generic, impersonal offers. The worst part? Many of the bigger competitors are doing it without even showcasing the unique, personal experience your park provides in a way that only you can.
Developing engaging and bespoke content that sets you apart
So, how do you turn things around? It starts with building a pool of engaging content that connects with both your existing guests and new prospects. A great holiday isn’t just about accommodation - it’s the full experience. Think about the local attractions, amenities, food, activities that guests experience - the landmarks they’ll pass as they drive to your location, and the warm welcome they’ll get from your staff.
Even a touch of nostalgia - like sharing old snapshots of your park or the local town in bygone days - can work wonders for engagement and sharing.
Thankfully, capturing and sharing these moments has never been easier. Let’s look at a few ways to bring them to life:
- Showcase your park with bespoke photography. Good-quality photography delivers your first impression. To paraphrase, a stunning picture can be worth a thousand bookings. Make it eye-catching and make it represent the character of your park. Alongside professional photoshoots, encouraging staff on-park to snap interesting or quirky images day to day on their smartphones and share via a group email address or WhatsApp can deliver some great options.
- Dive into video content. Virtual tours, scenic shots, or clips of on-site activities bring your park to life. Behind-the-scenes videos add personality and make your brand relatable.
- Promote local attractions. You’re offering more than just a place to stay - you’re selling an end-to-end experience. Highlight local landmarks, dining spots, and hidden gems to give guests more reasons to choose your park.
- Replay user-generated content (UGC). Sharing your guests’ photos and stories builds authenticity. Encourage them to share their experiences and become part of your park’s story.
- Spotlight your staff. People love seeing friendly faces. Introducing your team adds warmth to your brand and builds trust with potential visitors.
Where to focus your efforts
Not every platform is the right fit for every park. Here’s where to focus:
- Facebook: If you’re starting anywhere, start with Facebook. It’s the go-to platform for reaching a broad audience, perfect for sharing updates, promotions, and engaging with guests.
- Instagram: Great for visually showcasing your park’s features with eye-catching photos and short videos.
- YouTube: Create a channel as a hub for longer content, like virtual tours and guest testimonials.
- TikTok: Ideal for showing off your park’s fun side and activities. Short, engaging videos can help you connect with a younger audience.
The key is balancing fresh, informative, and entertaining content to keep your existing audience engaged while attracting new guests.
Measuring success and adjusting your strategy
There’s no one-size-fits-all approach to social media. Every business is unique, but these three key metrics will help ensure your marketing mix is working:
- Engagement rate: Are people liking, commenting, and sharing your content? High engagement means your message is hitting the mark.
- Click-through rate (CTR): This shows how well your posts drive traffic to your website or booking page.
- Conversion rate: The ultimate measure - how many of those clicks turn into bookings?
Tools like Google Analytics and Facebook Insights can help you track these metrics. But analysing this data regularly and in the right way is key. There’s a lot of noise and knowing what’s useful takes experience. RBC’s experts can help you focus on the right insights to create strategies that deliver results.
From online engagement to on-site guests
By leveraging paid and organic social media effectively, you’re not just increasing your online presence - you’re building your community. Engaged followers become guests who experience your park firsthand and, in turn, become advocates who share their experiences and encourage others to visit. This creates a powerful cycle of discovery, engagement, and advocacy that keeps your park top of mind and grows the overall impact of activity - something you simply don’t get in many other online marketing arenas.
Ready to turn likes into bookings?
At RBC, we’re experts at helping holiday parks like yours grow and turn digital marketing and social media presence into powerful engagement tools. Contact us today to see how we can help your business with growth and digital marketing strategies that deliver real results.
