Back to blogs Ethical Selling in Holiday Parks
The great British holiday park and holiday home sector has long been a cornerstone of family life. Holiday parks have always offered freedom, escape, and the promise of lasting memories. Customers go from their busy built up areas to enjoy the coast or countryside.
But, right now, behind the glossy brochures and picturesque parks lies an industry undergoing significant transformation. Increasing scrutiny from regulators, rising consumer expectations, and the undeniable need for ethical selling practices (let’s not even mention groups like HPAG!) are reshaping how holiday parks operate.
As part of the Ruth Badger Consultancy, I work closely with family owned, family run operators across the sector, helping to navigate this shift and ensuring that commercial success and customer fairness go hand in hand.
Changing Customer Expectations
Today’s customers are more informed and more discerning than ever before. The fact is, customers have never simply been buying a holiday home, they were making a lifestyle choice. This is a big responsibility that comes with expectations around transparency, honesty, and long-term value.
Historically, the industry has faced criticism around unclear pricing structures, complex agreements, and high-pressure sales tactics. While many businesses have always acted with integrity, the actions of a few have had wider repercussions. The industry is going through a major shift and as an industry we have to shift with it to stay commercial, focused, resilient and profitable.
At RBC, we believe that trust is not a ‘nice to have’, it is an essential!
Treating Customers Fairly
“Treating Customers Fairly” (TCF) is often seen as a regulatory box to tick. In reality, it should sit at the very heart of every business decision.
Embedding TCF principles means:
- Providing clear, accessible information at every stage of the customer journey
- Ensuring affordability and suitability, particularly for higher-value purchases
- Supporting vulnerable customers with additional care and sensitivity
- Maintaining relationships post-sale, not just during the transaction
When done correctly, TCF doesn’t slow down sales—it strengthens them. Customers who feel informed and respected are significantly more likely to proceed with confidence, and more importantly, to remain loyal long-term.
Vulnerable Customers
One of the most important developments in recent years has been the growing focus on vulnerability. This extends far beyond traditional assumptions of age or disability. Vulnerability can be temporary, situational, or financial and often invisible.
Recognising this requires a cultural shift:
- Training sales teams to identify subtle indicators of vulnerability
- Creating spaces for customers to ask questions without pressure
- Allowing time for reflection and independent decision-making
- Recording and evidencing how support has been provided
During my travels around the country and working with my customers, I’ve seen first-hand how businesses that embrace this approach not only reduce risk but build stronger, more human connections with their customers.
Compliance as a Commercial Advantage
Compliance is often perceived as restrictive. Something that blocks sales performance. But forward-thinking park operators are starting to see it differently.
Strong compliance frameworks:
- Reduce customer complaints and legal risk
- Improve staff confidence and consistency
- Enhance brand reputation
- Create a more sustainable sales model
In short, doing things the right way is not just ethical, it can be profitable!
Through structured process, audits, policy development and tailored training, RBC supports businesses in embedding compliance into everyday operations. Not as an add-on, but as a foundation to grow their business.
Moving Away from High-Pressure Sales
The stereotype of the “hard sell” is quickly becoming outdated. Modern consumers value autonomy, clarity, and control.
The most successful sales teams are now:
- Acting as advisors rather than persuaders
- Encouraging customers to take time before committing
- Providing full cost transparency upfront
- Focusing on long-term satisfaction rather than short-term gain
This shift doesn’t reduce conversion it increases it. Customers who don’t feel pressured are far more likely to go ahead and far less likely to cancel or complain.
The Future
Looking ahead the direction of travel, to me, is clear. Regulation will continue to tighten, customer expectations will rise further, and businesses that fail to adapt will be left behind.
But this is not something to fear.
This is an opportunity to redefine the industry, and to position your park as a space where customers feel confident, respected and genuinely excited about their purchase.
For me, as someone working daily with park operators, this work is about more than compliance frameworks and policy documents. It’s about raising standards, protecting people, and helping businesses succeed in the right way.
Being part of RBC means championing an approach where ethical selling is not just encouraged or something to pay lip service to, it’s the culture of your business.
Because at the end of the day, a holiday home should represent joy, freedom, security, and peace of mind-not uncertainty or regret.
If you want to talk to me about your process, get in touch at Fiona.kelly@ruthbadger.com