customer experiences

MIND-BENDING CHALLENGES

Reporting from the Hoseasons Owners Conference & Awards...

THE ANNUAL HOSEASONS awards were presented at a glittering Gala Awards ceremony.

Hoseasons, one of the UK’s leading self-catering accommodation specialists, with more than 30,000 British destinations in coastal and countryside settings, gathered for its much-anticipated annual conference and awards event recently. From lodges and parks, to boats, cottages and apartments, the Hoseasons brand offers the widest available range of self-catering holidays in the UK accommodating 2.1 million holidaymakers and more than 170,000 pets every year and is part of Awaze - Europe’s leading managed vacation rentals and holiday resorts business.

More than 600 delegates gathered at the prestigious Celtic Manor Resort in Newport, Wales, in November and were rewarded with a packed conference programme and supportive trade exhibition. Many of the conference presenters were from the Awaze in-house team with an impressive injection of expert business and motivational speakers - all topped-off by a star appearance from comedian Tom Allen who co-hosted the Awards presentations.

Lead presenter, Daisy McAndrew, talked about the ‘mind-bending’ challenges holiday park operators had faced in the past ten years following Brexit, the pandemic, war in Ukraine, or five Prime Ministers and the cost-of-living crisis. She set the stage with Hoseason’s Simon Altham. Catherine Smith and Kris Penny gave an insightful talk on revenue management emphasising the importance of effective revenue management strategies for maximising revenue.

SPECIALLY SELECTED TRADE suppliers at the Hoseasons conference including Compass Insurance.

Andrew Goward and Luke Hansford shared key insights and industry trends that are shaping the industry’s future. Daniel Hulme (PhD), an AI and tech expert, shared mind-blowing insights into the future of AI technology before Martin Rovsing and Blake Carroll Fulford-Brown showcased innovative product designs and future technology that will enhance customer experiences. John Crosby’s presentation on Hoseasons’ marketing achievements highlighted the impactful campaigns and strategies Hoseasons have implemented.

Guest presenter, Tori James took delegates on an incredible journey of resilience and determination. Her storytelling was captivating and reminded us of the power of perseverance. Jamaine Campbell from Elite Dynamics, the Headline Sponsor, shared valuable insights on how the company’s partnership has truly elevated holiday park experiences. Adam Boulton, a renowned political broadcaster, discussed the impact of politics on the tourism industry.

His analysis shed light on the challenges and opportunities we may face. Rupa Patel, Laura Smith, and Dan Taylor provided an update on regulatory changes affecting our industry. Their work shapes the new rules to benefit our owners. The business development team discussed innovation and industry trends. They highlighted the importance of collaborating with Hoseasons for new developments.

THE BUSINESS DEVELOPMENT Panel is a popular part of the annual Hoseasons Conference programme.

Jason Fox inspired delegates with his session on resilience and overcoming challenges. He reminded us that the right mindset can conquer any obstacle before the impressive day-long programme was round-up by Hoseasons CEO, Henrik Kjellberg. Delegates included Gregg Mumford, Chief Executive of Richardsons Group that offers varied accommodation at its Hemsby Beach Holiday Park as well as holidays afloat on a fleet of over 200 boats on the Norfolk Broads.

Greg said they offer a combination of direct bookings and bookings through Hoseasons with slightly more coming through Hoseasons for the dry holidays and 60 per cent booking directly for boats. He confirmed “One of the main things you get working with Hoseasons is that you get the overall picture of the domestic tourism market including insights, such as which accommodation types are booking and how well they will yield,” Greg shared when he talked to Holiday Park SCENE magazine.

“The Conference enables everybody to come together and share your insights individually and there is always a great line up of presenters.” Hemsby Beach Holiday Park will offer close to 400 units this year following the addition of pet-friendly lodges with hot tubs. The resort also offers a popular Clubhouse, a show bar that seats 420 people, restaurant and family entertainment centre. The Hemsby team also work with Hoseason’s Go Active scheme offering climbing walls, and high ropes.

DAISY MCANDREW set the stage with Hoseason’s Simon Altham.

“One of our biggest challenges is predicting the market year on year and Hoseasons are great with statistics and advice on this,” Greg adds. “The external speakers are very good but it is equally important to hear from the Hoseasons team and I value the panel discussion they have.” Sarah and Jeremy Barber, now working alongside son-in-law Richard Broome, began diversifying their 357 acres of rolling farm land in 2016 adding just three holiday lodges and evolving up to a current stock of 16 holiday lodges with hot tubs.

“We have only booked through Hoseasons right from the start,” said Jeremy. “Although they book through Hoseasons, we like to offer the personal touch and make an effort to give each lodge plenty of space and a friendly greeting on arrival,” he continued. “We did not come to the conference at first because we did not release how much was on offer,” he said. “We have really appreciated the Hoseasons involvement and the return on holiday lodge investment has been colossal,” he added.

Love2Stay owner, Mark Debb, of Salop Leisure was an enthusiastic supporter: “The Hoseasons reach is phenomenal,” says Mark who says the stand-out resort still manages to retain its individuality while benefitting from the multi-million Hoseason reach. “We want as much return as possible to reinvest as much as feasible,” says Mark who says with raw materials increases it is now taking two and a half years to see a return on investment of a £45k lodge compared with 12 months pre-pandemic.

DELEGATES MINGLED with a host of selected trade suppliers for a complimentary exhibition.

BEST IN BRITAIN
A prestigious roll of honour at the evening awards presentations heard Henlle Hall Woodland Lodges, near Oswestry, had scooped the Best in Britain Award for the Small Park category for the second year in a row. The park was also named Best Small Lodge Escape destination in the Heart of England.

Commenting on the park’s success, Cosmo Lloyd and Keeta Thomas, Joint Owners of Henlle Hall Woodland Lodges, said: “We were really pleased to be recognised with the regional award, but being named Best in Britain for the second-year running has really blown us away! In the end it all comes down to the hard work the team puts into looking after our guests. They do a fantastic job when it comes to providing excellent holiday experiences and that’s why we have so many happy customers.”

Henlle Hall Woodland Lodges is part of Hoseasons’ Magnificent collection – encompassing six locations across the UK featuring the highest level of luxury accommodation, service and innovation. Another hat-trick winner was Selsey Holiday Park, named Best in Britain for the quality of its food by staycation specialist Hoseasons. The park also won the Customer Choice Food Award for Family Fun Destinations as well as the award for the Best Family Fun Destination in the South of England.

HOSEASONS SURPRISED party-goers as top comedian Tom Allen co-hosted the recent awards.

Andrew Sheerin, Sales & Marketing Director at Cove UK, the parent company of Seal Bay, said: “Winning three awards in one night, including one for being the Best in Britain, has really blown us away! In the end it all comes down to the hard work and dedication the team puts into looking after our guests. They do a fantastic job and that’s why we have so many happy customers.”

Speaking after presenting the awards in front of more than 600 operators, industry suppliers and members of the Hoseasons team, Luke Hansford, Senior Vice President - Supply at Hoseasons, said: “It takes something special to be named Best of Britain at these awards, particularly when you consider the quality of the competition.

WINNING CUSTOMER JOURNEYS

Value is going to be important to the post-COVID consumer…

GOOD PERSONALISATION of hospitality experience goes beyond money

Figures from leading hospitality tech company Zonal reveal that 80 per cent of consumers are interested in some form of personalisation when visiting hospitality venues. Zonal’s most recent GO Tech report shows that while financial incentives, such as personalised discounts and deals are popular, there are other previously untapped opportunities for hospitality businesses to drive sales and repeat visits through personalisation. The findings highlight both a generation and a gender gap when it comes to what consumers want from personalisation and the data they are willing to share to get it.

Commenting on the findings, Alison Vasey, Group Product Director, Zonal, said: “At its very heart, hospitality is about providing a personal and bespoke experience for every individual consumer. Traditionally this has been done face-to-face and in-venue, but now technology can help venues offer a personalised touch at every stage of the customer journey. “From offering customers discounts on their favourite drink to delighting them with personal touches in venue such as balloons on their birthday, there are numerous ways for businesses to further enhance the great customer experiences the industry is always striving to deliver. “There is perhaps a lack of awareness currently around what a SPRING 2022

THERE ARE NUMEROUS ways for businesses to further enhance the great customer experiences.

WINNING CUSTOMER JOURNEYS NEWS SPECIAL

Value is going to be important to the post-COVID consumer… personalised experience could look like and a wariness around sharing data. However, our research shows that through clear communication and by offering the right incentives, venues can overcome this and create bespoke experiences that drive sales and encourage loyal and engaged consumers.” Across all consumers, the top five most wanted forms of personalisation are:

• Discounts and deals - A third (33%) expect tailored discounts and deals as a matter of course, and nearly half (45%) think they would be nice to have
• Loyalty schemes – Well over a quarter (29%) are interested in a loyalty scheme with rewards that are personalised to their habits and preferences
• Updates - 29% of consumers expect to receive updates about things like the status and timing of their orders, and a further 46% would welcome them
• Recommendations - Around a fifth of consumers now expect to receive tailored recommendations (20%), or to be presented with personalised menus that incorporate their favourite dishes and drinks (19%). Another 44% and 43% of consumers respectively regard these as nice-to have
• VIP perks - One in six (17%) consumers would like the ability to sit at a favourite table without having to ask, and some would appreciate celebratory details like balloons on a birthday The research was carried out in partnership with industry data and insight firm, CGA and tech specialists, Airship.

Karl Chessell, CGA Director - Hospitality Operators and Food, EMEA, commented: “As we emerge from COVID, it’s clear that consumer behaviour has changed in some fundamental ways. As they establish new habits in restaurants, pubs and bars, people expect their brands to treat them as individuals rather than numbers. It means that personalisation is increasingly not just a nice surprise— it’s an expected part of a hospitality visit. “Value is going to be important to the post-COVID consumer, especially at a time when disposable income is squeezed. But as our GO Technology research makes plain, good personalisation goes beyond money: it’s about the creation of memorable experiences that show people they are valued.

It will be a powerful driver of loyalty and recommendation in 2022 and beyond, and the brands that can deliver it best will have a huge head start on the competition.” Dan Brookman, CEO, Airship & Toggle, agreed: “Now is the time more than ever to get to know your customer. Personalisation, context of purchase and customer lifetime value are key drivers not only for marketing, but for overall growth. “Taking ALL your customers on a journey that represents your brand, that interacts across all the physical and digital touchpoints will deliver engagement. Be clear in your message, concise in your value exchange and keep it simple for your teams!”

ZONAL
zonal@fsc.uk.com
www.zonal.co.uk

Holiday Park Scene Magazine

MIND-BENDING CHALLENGES

WINNING CUSTOMER JOURNEYS