We regularly see holidays parks across the UK running far below their capacity due to the same small mistakes; some are trying everything, creating marketing strategies and spending budgets without a proper understanding of what’s converting, whilst others are stuck running the same marketing campaigns they have for the last 30 years, expecting to get the same results they once generated. Either way, we frequently see holiday parks wasting their very valuable marketing budgets in almost the same ways.
The Problem
What most are doing:
- Paying booking sites high commissions when they could get more direct bookings;
- Running repetitive adverts that go unnoticed or aren’t trackable;
- Ignoring past customers who would have happily come back with the right nudge;
- Competing on price when they should be selling their experience;
- Using generic hooks that could apply to any park in the UK.
We’ve walked into parks losing money, month in month out and under a year, we’ve turned them into profitable outfits. It’s not rocket science, it just takes industry experience and an outside perspective.
What Actually Works
1.Social Media That Sells
Do you post sunset photos and pictures of empty lodges? Instead of showing what makes you different? Got lakeside activities? Dining offers? Family experiences? Lead with the things only your park is offering!
Create content that makes people think, "that's exactly what we're looking for"! Show real families having real fun; show couples relaxing with a glass of wine; show retirees engaging in group activities; essentially, show whatever your ‘ideal’ guest would want to experience during a stay at your park.
The parks making money on socials are not the ones with the prettiest pictures, they are the ones making potential guests imagine themselves being there.
2. Local Tie-ups
Team up with nearby attractions, restaurants and activity providers; package deals really do work. For example, we recently partnered a Lake District holiday park with a local brewery. Together, they offered "beer weekend" stays that sold out every time and cost them nothing to run.
3.Emails People Actually Open
Your database is gold if you use it properly. Don’t send the same newsletter to everyone; send different offers to different people, based on their demographic or relationship to your park.
Older couples are unlikely to be interested in your kids' club. Whilst, families are not bothered about romantic packages for 2. Customers that have stayed with you for the last 5 years require different messaging to customers who have stayed once in the past and need encouraging back – you get the picture!
4. Google Business Stuff
When someone Googles "holiday parks Devon" or whatever they may search to find a park like yours, are you showing up?
Your Google Business Profile is free advertising. If it’s not working hard for you, you are leaving money on the table; add photos weekly, respond to and encourage reviews and keep your information up to date.
5. Getting More Referrals
Happy customers will bring their friends and family, but only if you give them a reason.
We worked with one of our partner parks to create an offer of £100 off a 7+ day stay for both the referrer and their friend. Whilst this costs the park £200, it brings in bookings worth £1,000+ and by staying in touch with these customers in the future, could result in multiple bookings for years to come!
Next Steps
This is just the basics. That’s why we’re here to support your holiday park. Our system works. The parks we partner with see the results.
Don’t waste another season watching competitors steal your bookings. If you want to make real money from your park (and stop the constant worry about occupancy rates) give us a call.
We know holiday parks; we roll our sleeves up and get to work. Contact us today to discuss!