If there's one phrase that captures the summer for family-run parks, it’s “hard-earned success.” Bookings were strong in many areas, and guest satisfaction remained high. But the effort required to achieve that—especially in a year marked by economic uncertainty and increased competition—was significant.
Some parks thrived, others merely survived. But across the board, there’s a shared understanding that running a holiday park today is more complex than ever. It’s no longer just about offering a nice view and a clean pitch—it’s about navigating shifting expectations, tighter margins, and a highly connected consumer base that’s quicker than ever to share their experiences online!
One of the enduring strengths of family-run parks is the personal connection they build with guests. These smaller operators lean into hospitality with heart—remembering returning visitors, offering local insights, and building a sense of community that simply can’t be replicated by the bigger corporate parks.
This summer, many of these parks saw strong occupancy. Families opted for the reliability and familiarity of UK staycations. Repeat visitors returned in force, and word-of-mouth drove new bookings, especially among families seeking a more relaxed, down-to-earth experience.
But it hasn’t all been sunshine and smiles.
Independent park owners have been struggling with soaring operational costs. From rising energy bills to increased payroll expenses, the financial pressures have been relentless. Many family-run sites had to make tough decisions—delaying expansion plans, freezing recruitment, or scaling back on non-essential upgrades—all while trying to avoid passing costs on to guests.
And, as we know, there’s also a growing sense of vulnerability around legal and regulatory issues. For small park owners, these disputes—whether justified or not—can be deeply damaging, both financially and reputationally.
Despite the challenges, our customers have found creative ways to adapt. Some reinvested in their infrastructure—adding high-quality pitches, improving amenities, or enhancing eco-friendly features. Others have extended their seasons, offering off-peak packages that appeal to older guests and couples looking for a quieter break once the summer rush subsides.
With the summer now in the rear-view mirror, many park owners are turning their focus to the off-season: maintenance, planning, and restocking their energy for the next year.
The big questions still loom—Will consumer spending tighten further? How will staffing look next year? What are the priorities for investment? And what will it take to stand out in a crowded, highly scrutinized market?
One thing is certain: family-run parks remain an essential and much-loved part of the UK holiday landscape. What they offer, in my opinion, is priceless: warmth, character, and a deep-rooted connection to the places they call home.
As the industry moves forward, it’s those who prioritise retention who may just be the ones best positioned to thrive. Not by outspending the competition, but by out caring them. Do you agree?
If you’d like to discuss your summer and plan ahead to next season, get in touch now at hello@ruthbadger.com