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

: GUEST APPS REDUCE pressure on reception teams by providing instant answers to frequently asked questions.

: ARTIFICIAL INTELLIGENCE is helping holiday parks automate routine tasks, streamline operations and improve the guest experience.

DO YOU KNOW ABOUT MARTYN’S LAW?

Posted on August 7, 2024

Compass Insurance takes time to tell us about something a little different than the usual world of insurance but about some legislation that, potentially, could affect many parks.

WHAT IS MARTYN’S LAW?
To give it the correct title, the Terrorism (Protection of Premises) Bill is a piece of legislation contained within the King’s Speech last November. It has recently completed a public consultation and the Home Office will respond on this in the near future with a view to pushing the Act through Parliament in the current term.

It will be applicable across England, Wales, Scotland, and Northern Ireland. This Bill has its origins in the Manchester Concert Bomb attack in 2017, where alongside 21 others Martyn Hyett lost his life. Since the attack, a campaign has been led by Martyn’s mum to pass a law requiring hospitality and retail venues to improve their awareness of and their level of security against terrorist threat.

WHAT WILL MARTYN’S LAW DO?
Through Martyn’s Law premises will be better prepared, ready to respond and their staff will know what to do in the event of a terrorist attack. It will enhance public safety by ensuring there is better preparedness for, and protection from, terrorist attacks. This will be done by mandating, for the first time, who is responsible for considering the risk from terrorism and how they would respond to a terrorist attack at certain premises and events.

HOW DOES THIS AFFECT ME?
The proposed law will require any venue with a capacity for over 100 people to carry out certain measures and assessments to be able to lawfully conduct their business. There are several requirements for a venue to fall under the jurisdiction of Martyn’s Law, including:

• Premises and events must be open to the public.
• The premises’ purpose must be listed in the bill – these can include retail areas, events venues, entertainment, and leisure venues, etc.
• Premises must have capacity for at least 100 people.
• Premises may be a building or location with clearly defined boundaries and access routes (by permission).
• Temporary events like festivals are also included in the bill, where they need permission to enter and a capacity of more than 800 people.
• It is proposed that there will be a standard tier (100 to 799 capacity) and an enhanced tier (over 800 capacity).

THE TERRORISM (Protection of Premises) Bill is a piece of legislation contained within the King’s Speech last.

STANDARD TIER
Under Martyn’s Law, the standard tier is a baseline measure for venues with a capacity between 100 and 799. The Bill will aim to set out low-cost, practical, and effective measures to help improve preparedness in case of an attack. This may include sharing information, providing additional training for staff, and creating a preparedness plan to ingrain certain practices.

Examples include locking doors to prevent easy progress through a venue, or providing enhanced first-aid training to staff members so they can provide vital care before the emergency services arrive. Currently, the standard tier of Martyn’s Law is under consultation before it can be formalised.

This is because the law needs to provide a proportionate response that is possible for smaller venues to achieve, without being a burden. This balance is essential, as the law is designed to protect people, not penalise businesses because they don’t have the infrastructure or budget to meet the new requirements.

ENHANCED TIER
Larger events and venues, with 800+ capacity, will fall under the enhanced tier of Martyn’s Law. The enhanced tier has additional requirements to fulfil, largely in recognition that there is the possibility for more serious ramifications of a successful attack at a larger venue, like the number and severity of injuries, and the difficulty of a response on a large scale.

Measures under the enhanced tier include taking ‘reasonably practicable’ actions to reduce the risk of a terrorist attack and reduce the physical harm caused, keeping, and updating an assessed security document and designating a ‘senior member’ of staff for the venue or event.

THE PROPOSED LAW will require any venue with a capacity for over 100 people to carry out certain measures and assessments to be able to lawfully conduct their business.

SO, WILL THIS REALLY AFFECT ME?
Most clubhouses, bars and cafés will have a capacity of over 100, especially if outside tables/seating are included (which must be when calculating capacity!) and any members of staff that are involved in serving in this area at the time should also be included. From time to time, we receive requests from parks to cover festivals, displays or exhibitions that may exceed the 800 attendance mark. Below are some of the covers that may be relevant to members when Martyn’s Law is passed.

• Material Damage and Business Interruption
• Terrorism cover is very rarely purchased by holiday parks as terrorist attacks most often occur in cities and major towns.
• We are not suggesting park owners rush out and buy this as the proposed legislation does not impact a park’s decision to purchase this cover.
• Employers’ Liability (EL)
• Standard EL cover will include a limit for terrorism – usually £5 million for any one claim.
• Public Liability (PL)
• Standard PL will also include an inner limit for terrorism, usually £5 million for any one claim.

Once this legislation is passed, if members have a qualifying venue, then they will be required by law to carry out the necessary risk assessments and implement any necessary risk controls. So, this isn’t the law yet, but it could be pretty soon and it’s helpful to know what might be coming down the track.

One final note – there are plenty of ‘deals’ being offered from training companies at the moment with comprehensive-looking packages and services available. Our advice is to ignore all of them at this stage! The full parameters are not known at this time and the legislation is still being formulated.

Compass Insurance
0344 274 0876
www.compassparks.co.uk

DIGITAL DESTINATIONS

Posted on August 7, 2024

In an era where the digital landscape continually reshapes our everyday experiences, the realm of holiday bookings for parks, caravan parks, campsites and glamping sites are no exception. As the tourism and hospitality industries continually adapts to technological advancements, online booking systems and apps have become indispensable tools, revolutionising how holidaymakers plan and secure their outdoor escapes.

Traditionally, booking a holiday involved a series of phone calls, emails, or even in-person visits. This method, while effective in its time, was often cumbersome and time-consuming. The advent of the internet and the expansion of smartphones have dramatically transformed this process, offering seamless and efficient booking solutions that cater to both operators and customers.

Modern online booking systems and apps streamline the reservation process, providing a host of benefits that enhance the overall holiday experience. These digital platforms offer real-time availability, instant confirmations, secure payment gateways, and personalized services, ensuring that both the holidaymaker and the operator can manage bookings with ease and confidence.

Today’s leisure guests have higher expectations than ever of the hospitality venues they visit – and there’s no doubt this extends to their stays at holiday parks too. Guests are looking for convenient, completely stress-free experiences, and technology that can help facilitate seamless experiences, including booking tools and apps, will be key to meeting these expectations. By digitalising booking processes across the site, holiday park operators will be able to improve the guest experience, leverage these tools to help boost revenue, and free up valuable staff time, allowing them to focus their attention on guests.

BOOSTING ON-PARK SPEND
A user-friendly booking system makes it effortless for guests to explore and reserve on-site experiences. Making it easy for guests to book activities, dine at restaurants, and enjoy other amenities will maximise their enjoyment, as well as generate revenue.

By streamlining the booking process, guests are also less likely to seek alternative entertainment off-site. Online booking systems also offer avenues for strategic upselling. The booking journey can be designed to naturally nudge guests towards additional items during a reservation process. For instance, the system might suggest pairing dinner with pre-arrival cocktails or a celebratory bottle of sparkling wine on arrival at the on-site restaurant.

This strategic approach can increase revenue and can enhance the overall dining experience According to our research, nearly half of holidaymakers are interested in loyalty programmes which presents a clear opportunity to incentivise additional spending and encourage longer stays.

By having a digital booking system in place, operators can leverage their booking system data to craft targeted promotions and packages based on guest preferences or past booking history. This can be anything from offering discounts on activities enjoyed during a previous stay to enticing deals on extended getaways. Having all this tech fully integrated – from bookings to loyalty schemes – also makes it easier for staff to manage and for guests to use.

THIS STRAIGHTFORWARD usability not only streamlines daily tasks but also reduces training time.

BEYOND REVENUE
The right technology can go beyond just boosting revenue, it can also contribute to creating a truly exceptional guest experience. Table reservation technology, for example, empowers guests by putting control at their fingertips. With the right platform in place, guests can not only reserve a table at their favourite on-site restaurants but also browse and book exciting activities, amenities and events.

This level of control over the customer journey caters to individual needs and saves precious holiday time. Such systems also eliminate guest frustrations such as having to queue for a table and ensures a smooth dining experience. With digital booking systems, both staff and guests are also able to view live table availability – this helps manage guest expectation whilst helping teams better manage busy periods.

Meanwhile ordering technology, such as click-and-collect or order-and-pay apps, can help boost revenues by enabling guests to pre-order meals for convenient pick-up or in-accommodation delivery. In fact, research shows a strong preference for services like breakfast delivery and on-site takeaway, highlighting areas where holiday parks can cater to guest convenience.

At Zonal, we worked with Shorefield Holidays to develop a branded, feature-rich customer app, fully- integrated with their EPoS, to give guests more control over their dining experience during their stay, complete with deliver-to-location functionality to enable meals to be delivered straight to their accommodation. Not only does the guest experience improve, but booking technology integrated with other park systems can significantly reduce pressure on staff.

For example, an integrated booking and table management system eliminates the need for manual data entry, saving staff time and minimising errors. This allows staff to focus on providing exceptional guest service and creating a welcoming atmosphere. By implementing such strategies, you can create a win-win situation for your holiday park – happier guests and boosted profits.

ROBERTS GROUP has once again demonstrated their commitment to excellence by incorporating GemaPark.

SUCCESS STORY
Nestled along the serene banks of the River Glaslyn in the heart of Snowdonia, Cae Du Caravan and Camping Park has beautiful panoramic sea views. Known for their family-run charm and numerous scenic sites across North Wales, the Roberts Group has once again demonstrated their commitment to excellence by incorporating GemaPark as the park management and booking system for Cae Du.

We spoke with Rachel, the new manager at Cae Du, to uncover the reasons behind this strategic choice and its impact on their operations. Rachel, brimming with enthusiasm about the new system, shared her insights. “Other sites within the group were using GemaPark and had nothing but good things to say about it. Coming from a completely different system myself, I wanted a system that was easy to use, would save time when making bookings, and provide easy access to make changes.

I also wanted check-in to be as easy as possible and by using GemaPark, this has definitely been a big upgrade.” Her emphasis on user-friendliness and efficiency underscores the critical needs of a busy holiday park like Cae Du, where smooth and quick operations are essential for both staff and guests. Transitioning to a new system can be a daunting task, especially for a site as large as Cae Du.

Rachel highlighted how GemaPark met their specific needs. “Due to us being such a big site, GemaPark makes us feel in control of our park at all times, which is exactly what we need. Especially with it being our first year at the park, we are learning so much about it.” GemaPark’s ability to provide control and adaptability has clearly been a success for the new management team, ensuring a strong operational foundation from day one.

WITH GEMAPARK you benefit from updates as they happen so the system you are using is never outdated.

A significant advantage of GemaPark is its ease of use, a factor that Rachel greatly appreciates. “GemaPark is a very efficient system which I have found very simple to train office staff on. The help guide is a brilliant addition and always there as a reminder. I like the process of making bookings as it is easy to explain how to use, and everything is very clear on the screen.”

This straightforward usability not only streamlines daily tasks but also reduces training time, allowing new staff members to quickly get up to speed. Rachel also praised the support network provided by GemaPark. “GemaPark are certainly there when you need them and it’s a great relief to know they are when you have a problem. Every ticket I have raised has been dealt with quickly and efficiently.

As everything was brand new to us there were a lot of questions so I raised a lot of tickets. Really happy with everything, it’s a great support network.” The prompt and effective support from GemaPark ensures that any issues are swiftly resolved, enabling the Cae Du team to maintain high standards of service. GemaPark is an internet-based park management and booking system designed to cater to a variety of needs, from self-catering and glamping to touring, camping, holiday homes, storage, and long-term lets.

Its comprehensive features and user-centric design make it an ideal solution for managing diverse holiday park requirements. With the adoption of GemaPark, Cae Du Caravan and Camping Park is well-equipped to offer a seamless and enjoyable experience for all its visitors, reinforcing the Roberts Group’s reputation for excellence in hospitality across North Wales.

With a growing Cloud booking system such as GemaPark you benefit from updates as they happen so the system you are using is never out of date. Making the most of the new features can also require your input. At the end of each season it is important to check out what new features have been added and seeing if you want to work them into your system.

GEMAPARK IS A VERY EFFICIENT system which I have found very simple to train office staff on.

For example for 2024/25 GemaPark has added Dynamic pricing, Group bookings, Gift Vouchers, Additional accounting features, Full two way Hoseasons integration, ePitch integration, TXGB to name but a few. GemaPark offer a free online review meeting to all our clients whenever they want it to ensure they are getting the most out of the system.

The digital revolution has undoubtedly transformed the way holiday parks, caravan parks, campsites, and glamping sites manage bookings and engage with customers. Online booking systems and apps offer a plethora of benefits, from increased efficiency and customer satisfaction to valuable data insights and enhanced marketing capabilities.

While challenges exist, the ongoing advancements in technology and the increasing demand for convenient, personalized experiences ensure that these platforms will continue to play a pivotal role in the tourism and hospitality industries. For operators, embracing this digital transformation is not just an option but a necessity.

By investing in robust online booking systems and staying abreast of emerging trends, they can remain competitive, attract a global audience, and deliver exceptional holiday experiences. As we look to the future, the possibilities for innovation and growth in this sector are limitless, promising exciting times ahead for both operators and holidaymakers alike.

Cae Du Farm
01654 711234
www.caeducampsite.co.uk

GemaPark
01983 282 420
www.gemapark.co.uk

Roberts Group
01758 719417
www.robertsgroup.wales

Zonal
0800 131 3400
www.zonal.co.uk/holidayparks

Holiday Park Innovation PREVIEW

Posted on October 31, 2019

Holiday Park Innovation PREVIEW

ABOVE: More than 4,000 visitors are expected for this month’s Holiday Park & Resort Innovation Show.

Underlining its reputation as one of the leading holiday park shows in Europe, this month’s Holiday Park Innovation aims to attract over 4,000 key decision makers in the industry to the NEC for its unmissable annual gathering. For added appeal, the event from November 6 to 7 inclusive, reinforces its recipe for success by running other rural shows alongside, including the Farm Business Innovation Show, Family Attraction Expo, and our launch show, the Leisure Food and Beverage Expo. The Holiday Park & Resort Innovation Show is dedicated to providing the country’s most ambitious holiday park and resort owners and managers with the best advice, services, and products to make their holiday business stand out from the rest. With 400 exhibitors and 170 seminars dedicated to the industry, it’s the perfect opportunity to create the idyllic getaway for your customers. Learn the latest industry knowledge and gain insight into the newest innovations and technology currently available. If the exhibitors themselves were not enough to pack your visit, over the two days, the organisers offer a tempting seminar programme backed by insightful speakers.

Take some time to visit the Keynote theatre from 11 am to 4 pm. On both days speakers will be covering topics as broad as Post-Brexit Tourism, Maximising the Natural Environment, and Busting Outdoor Accommodation Myths while Hoseasons’ Shelley D’Arcy discusses the benefits of using land for the holiday market. Three other theatres offer stand-out presentations from 11 am to 4 pm daily covering subjects as varied as holiday hot tubs, playground design, to water conservation. Look out for Vicky Parr, from Visit England, discussing ways of boosting your business for holiday makers in the UK while Dave Courteen of Mosaic Spa and Health Clubs will outline How to Create a Profitable On-Site Leisure. So what are you waiting for? Register for your free tickets via the Holiday Park & Resort Innovation show website with your chance to see the show first hand.

ABOVE: The exhibition is supported by 170 seminars all targeting the holiday destination sector.
ABOVE: Event exhibitors offer the best advice, services, and products to ensure holiday businesses stand out from the crowd.
ABOVE: Some 400 exhibitors offer an insight into the newest innovations and technology currently available.

As the main media partner to the event, Holiday Park Scene is a B2B print and on-line magazine for the holiday park sector, earning itself a reputation as an essential read for anyone involved in holiday park management. Packed with fresh ideas and essential reading for anyone who runs or works in a holiday park the magazine is available on-line at www.holidayparkscene.com Holiday Park Scene offers the inside track on the latest market news and reports covering all aspects of holiday park management. Most importantly, Holiday Park Scene provides you with a targeted platform to promote your products and services across all areas of the UK and Eire holiday park sector. If you would like to get involved with this exciting publication, please don`t hesitate to visit the team at the show or make direct contact now, to help us understand how to make you stand out from the crowd.