digital concierge

SMARTER PARKS, HAPPIER GUESTS

Posted on August 3, 2026

AI IS BECOMING A VALUABLE business tool, supporting everything from booking management to customer service.

Why AI and mobile technology are becoming essential tools for holiday parks, caravan sites, campsites and glamping destinations...

Artificial Intelligence (AI) and mobile apps are no longer futuristic concepts—they’re becoming essential business tools for holiday parks, caravan parks, camping and glamping sites across the UK. Whether it’s streamlining bookings, improving guest communication, or helping staff work more efficiently, technology is transforming the way parks operate while enhancing the guest experience.

Today’s holidaymakers expect convenience at every stage of their stay. From booking online and checking activity schedules to receiving instant updates during their holiday, digital technology has become part of everyday life.

At the same time, park operators face ongoing challenges including staffing pressures, rising operating costs and increasing customer expectations. AI and smart apps are helping bridge that gap.

Rather than replacing people, the best technology works alongside your team, removing repetitive tasks and allowing staff to focus on delivering outstanding customer service. From reception to maintenance, entertainment to marketing, digital tools are making parks more efficient while creating smoother guest journeys.

AI BEHIND THE SCENES
Many operators assume AI is all about chatbots or robots answering customer enquiries. In reality, some of the biggest benefits happen behind the scenes, improving systems that guests may never even notice but certainly appreciate.

Booking management, payment processing, channel management and automated workflows are all areas where AI is making a significant impact. Faster processes reduce manual administration, minimise errors and improve the overall efficiency of park operations.

AI IS CHANGING THE GAME — THE TRICK IS ADDING VALUE SAFELY
AI Is Changing the Game — The Trick Is Adding Value Safely Artificial intelligence is transforming holiday-park technology at pace, and it is genuinely exciting to watch. But for operators the real question is no longer whether to use AI — it is how to add value safely, with the end customer kept firmly in focus rather than chasing the technology for its own sake.

Some of the biggest gains happen out of sight. At GemaPark, AI already helps us build new features faster and resolve technical support queries more quickly. It also speeds up the way we connect to third-party providers — the behind-the-scenes plumbing that lets a booking system do far more for a park.

Recent additions show what that delivers in practice: Clover terminal payments, so guests can pay online, at reception or out on the park; a deeper Stripe integration that brings better payment terms; and full two-way synchronisation with Pitchup, so availability and bookings stay aligned across channels without double-handling.

Attention is increasingly turning to guest-facing systems, and that is where care matters most. New tools should be evaluated in your own environment, not adopted on trust. The goal is genuine end-to-end process support — not simply routing more tasks back to an already-stretched reception team.

TODAY’S HOLIDAYMAKERS EXPECT instant access to information—mobile apps help parks meet those expectations.

It pays to be honest about what AI can and cannot yet do, and to introduce it only where it removes workload rather than quietly adding to it. Search is changing too. Traditional SEO is giving way to AEO — answer engine optimisation — as AI-driven search returns direct answers rather than lists of links. One common response is to lean on the big online travel agents for visibility.

The catch is that you must play by each platform’s rules and remain exposed to their policy shifts — Google Hotels, for example, requires accommodation to have a roof, so is useful for statics and pods, but not for touring pitches. The sensible hedge is a full-functionality PMS that gives you your own online booking engine alongside broad, flexible integrations.

Data security is another aspect of safety, and reputable providers adopt strong measures to ensure cybersecurity is taken seriously and that guest and payment information stays protected. GemaPark follows security best practice and connects to a wide range of OTAs, including through Wubook, so no single platform’s rule change can strand you.

AI will only do more from here, and it is changing fast. The parks that benefit most will be those that adopt it deliberately, keep the end customer at the centre, and use it where it genuinely helps. That is the approach we are committed to: harnessing AI where it adds real value — safely.

A BRANDED MOBILE APP puts essential park
information, entertainment schedules and local
attractions at guests’ fingertips.

APPS PUT INFORMATION IN EVERY GUEST’S POCKET
While AI often works in the background, guest apps are highly visible and increasingly expected. A well-designed park app acts as a digital concierge, giving visitors instant access to everything they need throughout their stay.

Rather than queuing at reception to ask when the pool opens, where tonight’s entertainment is taking place or what time the restaurant serves breakfast, guests can simply open an app. This not only improves convenience but also significantly reduces repetitive enquiries, freeing staff to spend more time providing personal service.

App My Community helps UK holiday parks deliver a better guest experience while making day-to-day communication easier for park operators. Your fully branded mobile app becomes the central hub for everything your guests need before, during, and after their stay.

Guests can quickly view entertainment schedules, activities, events, opening times, interactive park maps, food and beverage menus, local attractions, and important park information—all from their mobile phone. Instant push notifications allow your team to communicate weather updates, activity changes, emergency information, special offers, and last-minute announcements in seconds.

GEMAPARK IS HARNESSING AI to help holiday parks streamline operations, improve bookings and deliver better guest experiences.

By providing guests with easy access to information, your reception team spends less time answering repetitive questions and more time delivering exceptional customer service. The app also helps guests discover more of what your park has to offer, increasing participation in activities, promoting on-site facilities, and enhancing the overall holiday experience.

Every app is custom-branded with your park’s logo, colours, and content, creating a professional digital experience that reflects your brand. Features can include event calendars, interactive GPS maps, digital forms, maintenance requests, staff resources, in-app purchases, loyalty programmes, QR code integration, and local business promotions.

Whether you operate a single holiday park or manage multiple locations, App My Community provides an easy-to-manage communication platform through an intuitive online administration portal. Updates can be published instantly without requiring guests to download a new version of the app. Today’s holidaymakers expect convenient access to information from their mobile devices.

App My Community helps UK holiday parks meet those expectations while improving guest satisfaction, streamlining operations, and strengthening communication across every stage of the guest journey. From arrival to departure, your guests have everything they need in one convenient place, helping create memorable stays that encourage repeat visits and positive reviews.

ECHNOLOGY CONTINUES TO RESHAPE the holiday park sector, helping businesses work smarter while enhancing customer satisfaction.

LOOKING AHEAD
Technology will continue to evolve rapidly, but the most successful holiday parks won’t necessarily be those with the newest gadgets—they’ll be the ones that adopt technology with a clear purpose. AI and mobile apps are proving their worth by reducing workloads, improving communication and delivering better guest experiences without losing the personal touch that makes holiday parks so popular.

For operators considering their next investment, the focus should remain on practical solutions that improve efficiency while supporting staff and delighting guests. Used thoughtfully, AI and apps are becoming valuable partners in creating smarter operations, happier teams and memorable holidays.

GemaPark
www.gemapark.co.uk

App My Community
www.appmycommunity.com

AWAY RESORTS

Posted on November 12, 2025

Redefining the UK Holiday Park Experience...

In an era when the staycation has become not just a necessity but a lifestyle choice for millions, few operators have done more to reimagine the British holiday park than Away Resorts.

With a fast-growing portfolio of twenty-five locations stretching from Scotland to Cornwall, the brand has become synonymous with creativity, innovation, and a spirit of difference that sets it apart from the competition.

From quirky themed accommodation and digital innovation to sustainability initiatives and an ethos grounded in care, Away Resorts is positioning itself not just as a provider of holidays, but as a disruptor changing the way the UK thinks about leisure breaks.

STANDING OUT IN A COMPETITIVE MARKET
What makes Away Resorts unique? In a crowded sector, the company has developed a reputation for “discover different,” their core brand ethos.

Rather than simply replicating the tried-and-tested caravan or lodge model, Away Resorts has created a portfolio of imaginative accommodation options that delight guests and surprise even seasoned holidaymakers.

From luxury lodges with hot tubs to glamping tents and classic chalets, there’s a style to suit every budget and taste. Standout offerings include Rockstar-themed accommodation with retro touches adding a playful, immersive experience that goes beyond the ordinary.

This sense of creativity and character has become a hallmark of the operator, proving that innovation and fun are as important as convenience in attracting today’s holidaymakers.

ADVENTURE PLAYGROUNDS, POOLS, and activities keep all ages entertained.

VALUES THAT INSPIRE
The company’s vision is simple yet powerful: “to inspire everyone to holiday in the UK.” This vision is underpinned by Away Resorts’ guiding values of being Amazing, Attentive, and Lovers – principles that are woven through every aspect of their parks.

• Amazing: Constantly surprising and delighting guests with new experiences, from themed breaks to exciting park entertainment.
• Attentive: Ensuring the details matter – whether through responsive customer service or well-maintained facilities.
• Lovers: A passionate commitment to their people, customers, and the environment.
• This values-led culture has allowed the operator to foster strong loyalty, not only among guests but also among its workforce of 1,000+ employees.

LUXURY LODGES WITH A TWIST, from hot tubs to themed décor, accommodation is designed to delight.

A DIGITAL-FIRST APPROACH
Holiday parks are no longer places where guests expect to switch off completely from technology. Instead, visitors increasingly demand digital convenience at every stage of their journey – and Away Resorts has risen to the challenge.

More than 65% of bookings are now made online, reflecting the brand’s commitment to ensuring the booking process is as seamless as possible. Significant investment has also been channelled into the Away Resorts App, designed to give holidaymakers real-time access to everything they need during their stay.

From booking activities and checking entertainment schedules to ordering food and drink, the app serves as a digital concierge in your pocket.

AWAY RESORTS’ imaginative approach keeps visitors coming back year after year.

SUSTAINABILITY IN ACTION
Modern holidaymakers are increasingly conscious of sustainability, and Away Resorts has taken proactive steps to reduce its environmental footprint.

Initiatives across all parks include:
• Recycling bins and bags provided in every accommodation unit.
• Plastic-free drives, reducing single-use plastics across food outlets and retail areas.
• Broader commitments to energy efficiency and eco-friendly operations (more details can be found at awayresorts.co.uk/about/sustainability).

By embedding sustainability into everyday operations, Away Resorts is not only meeting guest expectations but also aligning with long-term environmental goals that benefit communities across the UK.

THE UK HOLIDAY MARKET TODAY
The rise of the staycation has been one of the defining travel trends of recent years, and Away Resorts has been at the forefront of this surge. The UK holiday market has seen excellent volume growth, with bookings up by 12%, reflecting an appetite for breaks closer to home.

Interestingly, the company notes that last-minute bookings are arriving later than ever, a sign of the changing behaviour of today’s consumers. Flexibility and the ability to respond quickly to demand are crucial, and Away Resorts’ diverse accommodation portfolio and tech-driven booking systems place it in a strong position to capitalise on these shifts.

LEADING THE WAY – With innovation, values, and a playful spirit, Away Resorts is shaping the future of UK staycations.

AMBITIONS FOR THE FUTURE
Looking ahead, Away Resorts remains committed to its role as a disruptor in the UK holiday park sector. The company’s short and long-term goal is clear: to continue innovating and delivering amazing experiences for customers and owners alike.

From a single holiday park business to one of the UK’s fastest-growing operators, Away Resorts has carved out a distinctive space in the market. With twenty-five parks nationwide, a clear ethos of “discover different,” and a passion for pushing boundaries, it is redefining what the British holiday park can be.

By blending imaginative accommodation, sustainability, and digital innovation with strong values and attentive service, Away Resorts isn’t just offering a place to stay – it’s creating experiences that guests can’t wait to repeat. And with the staycation trend showing no signs of slowing down, the future looks bright for this bold and imaginative operator.

Away Resorts
0330 053 7000
www.awayresorts.co.uk