No Quick Fix

no quick fixNo Quick Fix

I will start with a confession. Wisper it quietly, but there is no ‘quick fix’ that will instantly fill your holiday park with customers, especially in the quieter months. That magic button for your website – the one that will send bookings through the roof is, well, I’m afraid just a myth…
So, it’s time for a reality check. The only way to ensure your park is best placed to turn those clicks and enquiries into bookings and sales is to have a proper strategy in place. It can be really frustrating to see large volumes of traffic coming to your website but so few of those continuing to book their holidays. Abandoned bookings and poor conversions rates are an obvious sign that all is not well somewhere in the online booking process.

JIGSAW PIECES

Whether you own a large group of holiday parks or you’re just starting out with a few touring pitches, your online booking platform is arguably the most important piece of the jigsaw. You can spend thousands of pounds per month on marketing but, if it’s all let down by a process that inhibits the booking process then you’re wasting all your hard-earned cash. Online booking systems vary greatly from one another - and the most expensive one may not necessarily be the best for your park. You need a system that not only fulfils your requirements from a park management perspective but is, crucially, easy for your customers to navigate and book online.

It is too easy to forget the customer booking journey with parks too often spending more time focusing on the back-office functionality of an online booking system. But these online booking steps are, potentially, far more important than whether the system can produce all your different financial reports. Most systems (but not all) on the market will come with a set of online booking steps that will be the link between your website and booking system. It is crucial that you choose a system that has booking steps that are clear, straightforward and easily navigable for your customers.Why not take the journey yourself, as a customer would (we recommend trying this on a mobile too). If you find yourself getting frustrated then multiply this by the average number of people who visit your website and you’ll soon see why so many people abandon their bookings.

GDPR COMPLIANCE

hate to be the bearer of bad news but complying with GDPR wasn’t just sending out a few re-subscribe emails to your database at the end of May. It’s fair to say that it’s had (and will continue to have) a big impact on the holiday park industry. One thing’s for sure – it’s already had a big impact on the online booking sector, with many changes having been made to systems to comply as best they can with the new regulations. A cornerstone element of GDPR is customer data. Your online booking system is, potentially, storing thousands of customer records, accounts and, in some cases, payment details too.

Do you know for sure where all that customer data is? Is it stored directly on the computer in your office – and is this vulnerable to hackers? Or is the data stored in the cloud? Is it encrypted to the highest level? Are your online booking steps collecting marketing information even from those who don’t complete a booking? If so, what’s being done with all that data? All these are vitally important questions you should ask your current provider or ask yourself before changing to a new system as you will be liable, should the worst happen.If your online booking is the final part of the jigsaw, then getting your customers into that booking process, is the first. How do you attract the right sort of customer to your park to begin with?
Before you commit to spending hundreds or thousands of pounds per month on a Google AdWords PPC campaign or such like you need to ask yourself one fundamental question – who are your customers? How old are they? Where do they live? What interests do they have? What do they spend on an average holiday? Once you have a clear idea of the people you’re targeting then you’re more likely to achieve the desired result. Depending on the sort of customer you’re targeting, your marketing can be grouped into various activities, including your website, email, social media, pay per click (PPC) or printed media. All of this will filter back to the online booking process.

KEY WORDS

A good website that’s well optimised for all the relevant keywords is certainly a good start and will be integral for just about everything you do but it will not, necessarily, be the huge driver of traffic on its own, that it once was. Things are ever-changing in the world of the web and the level of competition has gone from stiff to fierce, especially in popular holiday destinations such as the South West of England.

That being said, there are some key things to consider with your current website to help it work best for you:

• Does it stand out from the crowd? Does it have a ‘wow’ factor?
• Is it quick and easy to use on a mobile device?
• Do the images properly showcase your setting and accommodation range?
• Are your CTAs (calls to action) clear and consistent – ‘book now’ ‘check prices & availability’ ‘call now’

How much do you spend on your marketing and what sort of Return on Investment (ROI) are you getting? Do you know? If the answer to this last question is a resounding ‘no’ then it’s time to take stock of your current activity…and think again. If, for whatever reason, you are not able to apportion revenue against your marketing then you are working with one hand behind your back.

MEASURE SUCCESS

E-commerce tracking really is the cornerstone of measuring a campaign’s success, whether it be a promotional email or a Google AdWords campaign. Without this knowledge it’s almost impossible to know if what you’re doing is right. So many people are obsessed with the volume of clicks and traffic that a campaign sends to their website but this can often be very misleading. Always think – quality over quantity! You’re aiming for ‘qualified’ clicks; those that come from an audience who are in-tune and interested in your product, not those who may have clicked your banner ad by mistake. To this end, your external marketing should follow the same premise. As mentioned, know your audience and aim your marketing at this focused bunch of people, don’t waste your time and money on a scattergun approach because it simply won’t work.

Pitched
Tel. 01726 418118
Pitched.co.uk

Camping On NHS Prescription

Camping On NHS Prescription

camping on nhs prescription

The managing director of a multi award-winning caravan dealership believes doctors should be prescribing camping and caravanning as an alternative to medication for stress related conditions. Mark Bebb from Shrewsbury-based Salop Leisure has welcomed a pledge by Government’s new Secretary of State for Health and Social Care, Matt Hancock, o reduce people’s reliance on ‘unsophisticated drugs’. The comments came after it was revealed that 7.3 million people in the UK were given antidepressant drugs last year and 70,000 of them were children. Mr Hancock plans to give GPs alternatives and pledged to expand schemes to treat patients with mental health problems through social activities. “Evidence has shown the potential benefits of approaches like social prescribing, which addresses people’s physical and mental wellbeing and has been shown to both improve patients’ quality of life and reduce pressure on other NHS services.”

PATIENT REFERRALS

Social prescribing, which aims to improve people’s overall health and wellbeing rather than medicating a single condition, entails referring patients to community activities, volunteering, arts groups, gardening and cooking classes. Now Mr Bebb wants camping and caravanning added to the list, as he believes that both have been proven to possess therapeutic benefits. Salop Leisure has developed its Love2Stay caravanning and glamping resort in Shrewsbury to be “at one with nature” and to instil a feeling of well-being and tranquillity in visitors.

Experts have said that medicine is being used  a first resort too often in mental health care and doctors must explore more options before handing out pills. One in six adults took antidepressants last year, according to NHS figures, which is 500,000 more than in 2015. Previous research has suggested that that while nearly two thirds (57%) of non-campers are stressed or anxious on an average day, just a third of campers (35%) are stressed out.

Camping On NHS 2HAPPY CAMPERS

A study by outdoor holiday specialists Camping in the Forest found that campers (77%) are much more satisfied with their quality of life than noncampers (59%), while research by the Camping and Caravanning Club discovered that 93% of campers say camping can make you happier. Bob Hill, from Camping in the Forest, said: “With the advent of technology in all aspects of our personal and professional lives, the reality is that it can be very difficult for people to switch off. Unfortunately, this can make life very stressful as we need time out to relax, rejuvenate and just be.”
Researchers at the University of Essex found that nine out of 10 patients suffering from depression felt ‘higher self-esteem’ after a walk through a park. Almost three-quarters reported feeling less depressed and the researchers found that people recovered faster from illnesses through an ‘immunising’ effect that protected them from future stresses. Ecotherapy is the name given to a wide range of treatment programmes which aim to improve mental and physical wellbeing through doing outdoor activities in nature.

 

Hassle Free Part Ex

Hassle Free Part Ex

Hassle Free Part ExCelebrating 20 years in 2018, Quickmove help people buy on parks with speed, convenience and certainty. They specialise in property part exchange so that buyers avoid all the uncertainty and up- front costs of selling an existing property on the open market. Quickmove services are delivered by a dedicated team of in-house property specialists, with significant experience in dealing with park operators, park home manufacturers, customers, estate agents and solicitors, making the process smooth and hassle-free for all. To request a site visit from one of our area sales managers please get in touch.

Quick Move Properties
Tel. 0800 328 2168
www.quickmoveproperties.co.uk

More For Less

More For Less

More For LessIncrease bookings, automate tasks and effortlessly manage your glampsite with GlampManager GlampManager is an easy to use management and booking system designed specifically for glampsites. The software lets you create and manage your own bookings, process payments and send out email confirmations. Take commission-free bookings through your website and automatically remind customers when to pay their holiday balances online. GlampManager’s Channel Management system helps you to increase exposure and bookings by integrating with 3rd parties such as Glampsites.com, PitchUp, Booking.com and AirBnB, reducing the risk of double bookings. Get a free 30 day trial by visiting our website!

GlampManager
Tel: 02081 331 005
www.glampmanager.com

Payback Periods

Payback Periods

Payback PeriodsThe payback investment over the 10 years-plus life of a single Rinnai unit can be measured and shown to out-perform cheaper and much less efficient water heaters in a matter of months. The continuous flow units and systems offer heating efficiency, reliability, space saving, Legionella prevention and environmentally conscious Low NoX Outputs. A Limescale Check system ensures optimum performance throughout the life of the unit by constant monitoring and alerts for any build-up of limescale residue.

Rinnai
Tel. 01928 531 870
www.rinnaiuk.com

Meet And Greet

Meet And Greet

Meet And GreetThe Compass team is gearing up to see friends and clients – and hopefully some new faces – at the summer and autumn 2018 trade shows. Please drop in to see us at the Lawns Show, the Hoseasons’ Owners Show and the Holiday Park & Resort Innovation Show. In the meantime, our multiskilled, long-experienced team will continue to offer our clients specialist park business cover and 24/7/365 emergency support. We’ll also continue to offer free, no-obligation insurance health checks to those that might be seeking an alternative provider. No matter what you need, The Compass team is always here to help.

Compass Insurance
Tel. 01452 511430
www.compass.co.uk

Insurance Matters

Insurance MattersInsurance Matters

As a caravan park insurance specialist, Wilby currently arrange insurance for more than 100 parks across the UK, from the North of Scotland to the South coast of England. Our caravan park insurance aims to cover most risks and contingencies you may face as the owner of a holiday or caravan park business. With detailed knowledge of the holiday and caravan park industry and related insurance risks, we can offer more than just insurance. We have our own team of risk management consultants who can help you to put procedures in place to limit the risks your park faces and therefore potentially reduce the likelihood of claims.

Wilby
Tel. 01422 358525
www.wilbyltd.co.uk

£500 Cashback!

£500 Cashback£500 Cashback!

If you’re thinking of taking the swimming pool plunge, Plastica Pools can offer you up to £500 cashback to help you get set up.
Wooden Pool Kit:
• Filtration system
• Stainless steel ladder
• External wooden ladder
• Blue liner with mosaic tile band
• Solar cover
• Winter debris cover
• Wooden tops
• Maintenance and water treatment kit
• Installation guide and DVD
Buy a wooden pool with either a Heatseeker Pump or a Poolsaver Safety Cover and claim £250 cashback or combine and get £500 cashback! For more information about full range, your nearest dealer and this great offer -- visit the website.

Plastica Pools
Tel. 0800 699 0106
www.woodenpools.net

Join The Evolution

Join The EvolutionJoin The Evolution

Rolec, specialists in the design, manufacture, supply and installation of caravan hook-ups, are also the UK’s leading manufacturer of electric vehicle charging points. The company boasts Europe’s widest range of EV charging units and has developed a number of pay-as-you-charge solutions ideal for both caravan and residential park communal parking areas. EV charging points from Rolec can also provide mobile phone interaction and a revenue stream for the caravan park - which can quickly pay back your investment.

Rolec
Tel. 01205 724754
www.rolecserv.com

Balancing Act

Balancing Act - Security

BalancingAct

Security is a precarious balancing act for holiday park operators. Holiday makers arrive on site, ready to have a good time, ultimately taking away some precious memories when they set off for home, safe and sound and without incident. One of the greatest challenges each season is managing visitor expectations and enjoyment during peak periods.
Security measures need to be almost invisible until they needed with security staff, particularly, a reassuring presence for guests.

HARDWARE

Specialist suppliers like Ramtech completely understand that as a holiday park operator you need robust yet discreet security solutions that enhance the leisure experience you provide to your customers.
Ramtech’s alarm monitoring system is tailored to meet the specifi c challenges faced by the caravan and holiday park market, enabling you to offer additional peace of mind to your customers that their investment in their holiday homes and valuable contents is protected all year round.
“Our wireless alarm system provides reliable, effective security that also delivers a valuable additional selling point and revenue generation tool for your park. Once installed, the alarm systems can be operated and monitored by your own security teams, putting you in complete control,” says Ramtech’s Cat Widdowson.
BalancingAct2“We’re currently the trusted security system provider for over 200 parks that have over 100,000 holiday or residential park homes on their sites, including Bourne Leisure, Park Resorts, Parkdean and Park Holidays UK.”
Touring caravans left on sites, and even static caravans can be a target for thieves. All caravans manufactured in the UK since 1992 have a 17-digit vehicle identifi cation number (VIN) etched onto the vehicle chassis and windows. Mark your VIN number with a security marker inside cupboards and other places to help you identify your caravan if it’s stolen.
Although North Wales is one of the SAFEST PLACES to live, work and visit, the regional force works pro-actively to remind caravan owners and holidaymakers of these simple steps to help reduce chances of becoming a victim of crime including: • Immobilising the caravan with an approved clamping or locking system once on site.
• Fit a tracking device so the caravan can be traced if stolen • Fit a reliable alarm and always switch it on “Holiday park theft is becoming a big issue as caravans,lodges and holiday homes increasingly have more valuables in them,” agrees Roy Williams of security provider Crosby Intruder Alarms.
“It is commonplace these days to have two or more televisions, Sky boxes and other audio and video entertainment systems. It can be lucrative for a thief to target these units, particularly in the closed season when there is less chance of being disturbed.

LOCKDOWN

While alarms and CCTV can go some way in tackling crime on parks, often much simpler and inexpensive steps can be taken to prevent theft. One such product from Cardea Solutions – the Buggy Lock - is becoming widespread at holiday parks across the country. The device is designed for families and allows prams and essential transportation equipment such as scooters and bikes to be secured safely. Stores of agricultural equipment and often vehicles for maintenance use around the premises need to be kept secure. These can range in value but hold an appeal to criminals as items that are easily sellable. It is important for site owners to protect these items by storing them correctly and securely in locked buildings or compounds, with keys removed and stored in a safe place.Many caravan and holiday home parks suffer from some form of vandalism from time to time. Installing Closed Circuit Television (CCTV) can help to combat this problem. There is some very high quality CCTV equipment these days that doesn’t cost the earth that can provide clear images in both day and night situations. From an insurance point of view, commercial insurance is a two way street whereby insurers will do all they can to provide a safety net to protect a company’s assets and their ability to trade. In turn, insurers may provide clients with guidelines to adhere to which they hope will serve to limit the potential for claims. Holiday Parks are well accustomed to having the correct physical security in place, barriers, CCTV, alarms are all common to protect a park from traditional thefts. However the threat of a digital attack or loss is ever increasing in the modern world. With the new General Data Protection Regulation (GDPR) coming into effect it’s concerning that according to Government Statistics only 38% of businesses are even aware of this new data protection act. Unfortunately, we operate in a world where cyber attacks of one form or another have become a common part of everyday life – 46% of businesses reported a cyber security breach in 2017 (Source – UK Government Cyber Breaches Survey 2017).

INCREASED LEGISLATION

BalancingAct3This combination of increased regulation and more regular breaches means that it’s more important than ever that your business takes steps to protect itself in the digital world, even if you don’t operate online it’s likely that your systems are connected to the internet and therefore could be vulnerable. Most businesses in this sector will have an electronic booking system and/or hold customer data electronically; access control may also be digitalised. All of this could leave your business exposed to signifi cant costs and expenses and importantly loss of income, in the event of a system failure, fraudulent or not! Businesses should look at their IT infrastructure to ensure they have robust security in place to minimize the risk of a breach however it is not possible to guarantee any system is completely secure – user error or a determined hacker can often still cause a breach. Therefore, parks are recommended to look at Cyber Protection.
Commercial combined policies for holiday parks should provide an option to include the contents of the business, any holiday lets and the owners’ personal effects. At Towergate, for instance, an extension is available to cover plant and machinery used to maintain the property. In addition, it is understood that many sites, particularly those of a larger scale, will use agricultural or commercial vehicles, which can also be included on a combined policy. Insurance provider Leisuredays recently dealt with a report of eight break-ins at a holiday park in south east England during the closed season after thieves gained access in a vehicle and stole property from a number of holiday caravans. “We carried out a survey of the park and the park owner has increased security by installing a 24 hour security guard and a number plate recognition system,” explains Gareth Walker, head of Leisuredays Development. “We have always aimed to reward the security conscious parks with lower premiums. Many parks will employ a series of security measures, such as perimeter fencing, thick prickly hedging, CCTV, light sensors, guarded barriers and security lighting. It can be a tricky balancing act for park owners to protect their customers but also not create a heavily controlled environment.” Theft and vandalism cover is included as standard on all Leisuredays holiday caravan policies as well as cover for replacement locks and keys in the theft or damage. The company offers advice on safeguarding property, as well as supporting initiatives such as the Caravan Park Watch, where associations and parks work together to share information and develop crime prevention campaigns. We know you are busy. But, we cannot advise strongly enough to take the time out, and risk-assess the effectiveness of measures in place, to ensure and to be able to demonstrate that your park is as security-proof as possible