The Perfect Balance
Landal GreenParks offers more than three million visitors a back to nature experience…
More than three million holidaymakers chose one of Landal Green Parks’ 31,000 places to stay last year – a far cry from its origins in 1954 as an insurance company offering employees holidays in natural surroundings. A little bit of that ethos still holds true to today as Landal GreenParks is still committed to providing the perfect balance between getting away from it all, getting back to nature and enjoying life’s luxuries.
Landal GreenParks UK, one of the UK’s fastest-growing resort groups, was established originally in Holland and is now seen as a leading destination brand, not only in the Netherlands but across Europe. Part of Awaze - Europe’s leading managed vacation rentals and holiday resorts business, Landal GreenParks has over 90 locations across ten countries in Europe. It offers wide range of parks catering for every holiday experience with units ranging from 50 – 600 across different locations.
Venturing overseas to the UK, Landal GreenParks noticed a gap in the market for holidaymakers to get back to nature and basics, whilst enjoying high-quality accommodation and amenities in some of the UK’s stunning counties.
The first two UK parks opened in 2017 and three years on, is one of the fastest growing park businesses in the country. Paul Hardingham, Vice President of Portfolio at Awaze UK believes the reason behind its success is down to the unique locations and beautiful surroundings with 2020 bookings for June to August up by 39%.
With holiday resorts in Northumberland, Cornwall, Peak District, Scottish Highlands and Lincolnshire, families, friends and couples can enjoy a UK staycation in luxury woodland lodges, with hot tubs, restaurants, spas and activities all on site along with indoor pools to extend the season. Paul says: “What makes us different to other UK holiday providers is that we are committed to introducing people to the local areas around the parks and supporting the local economy and community.
We encourage a pick-n-mix approach to facilities and activities, so guests can do as much or as little as they like. In every lodge, we provide guests with guidebooks and inspire them to experience something different each time they visit, whether it’s a new walking route, new attraction or hidden gem.” This approach builds up great brand loyalty among the guests, who then decide to swap and try out the different destinations to experience something new each time. Not only do guests visit from the UK, but Landal GreenParks also receives high numbers of overseas holidaymakers and vice versa who are reassured by the familiar brand that they know from home.
Landal Piperdam in Scotland is currently the most popular region for inbound guests from the Netherlands whereas, Landal Gwel an Mor in Cornwall welcomes the most holidaymakers from Germany. Customer service plays a huge role within the brand and business, with every employee undertaking ‘Hostmanship’ training to ensure they make a positive difference to the guest’s stay. The success in this training is evident with Landal GreenParks positive reviews and the range of awards they have been nominated.
With the brand encouraging back to nature breaks, it only seemed right for Landal GreenParks, along with their European counterpart, to strengthen its sustainability and green credentials by launching their own green initiative. By working closely with each park owner, Landal GreenParks UK has launched their Green Pledge demonstrating how Landal GreenParks UK is investing in a brighter, cleaner future and committing to offer unforgettable natural getaways with a positive impact on the environment.
Paul Hardingham said, “We are working closely with our resorts and partners to ensure a sustainable future; however, this pledge will further our actions and impact enabling us to reach our goal of being carbon neutral by 2030. We are dedicated to raising further awareness of sustainable travel and driving positive change among our resorts and customers.”
The holiday resort company have also been awarded the prestigious Green Key accreditation, an eco-label awarded to accommodations and other hospitality facilities that promote a culture of sustainable development and environmental awareness, whilst taking steps to reduce their own level of consumption and carbon footprint. Working closely on this initiative highlights the close relationship the Landal team has with each of its owners. The Landal GreenParks group is a franchise model allowing independent park owners to retain their parks whilst being part of a much bigger international organisation benefitting from all the experience and knowledge that comes with it.
Paul continues: “Owners are vital in the success we have we the Landal brand. That’s why we have dedicated teams to look after, guide and advise both our existing owners and our prospective ones” The key members of the Landal GreenParks UK team alongside Paul include Robbie Davies, Business Development Director and Ryan, Senior Marketing Manager, all of which have years of experience having previously worked on sister-brands such as Hoseasons and cottages.com.
Robbie says being part of a big group like Awaze brings benefits to owners, including a huge customer database, a dedicated marketing machine and a trusted reputation.
He says: ‘We work very closely with our each one of our park owners sharing insights and knowledge from our many years of successful operation across different brands as well as countries. We help owners to get the most out of their parks, for example by sharing data and insight to help them maximise the lodge rental return and the on park spend opportunities.” Three years on since the first UK resort opened, Landal GreenParks UK is looking to expand its portfolio and grow further across the UK.
Owners, management companies or developers interested in working with Hoseasons should contact the Business Development Team, email firstname.lastname@example.org