Recipe For Success

Posted on March 18, 2016

Recipe For Success

Juggler chef Putting together a marketing strategy is a bit like cooking.

If properly mixed and seasoned; the individual ingredients will come together to result in a delicious recipe for success. Carefully balancing the flavours and ingredients to suit the tastes of your target audience is essential.

For that reason, marketing for all businesses, regardless of size, needs to be carefully thought through, and often requires a multi-pronged approach.

“A good marketing strategy is essential for travel businesses that want to sell more holidays,” comments Robbie Davies, head of business development at Hoseasons.

“Parks should pinpoint their audiences, focus on the sales channels they react to and then use these to continuously communicate the benefits of their product. A successful marketing strategy will target the retention of existing customers as well as the acquisition of new ones.”

Middle-aged couple with teenage son reserving tickets and packin Suzanne Hall, head of holidays marketing at Haven agrees: “A good marketing strategy is crucial for holiday parks; being able to understand your target audience and what their needs and wants are is key. “It is important to ensure that the right product and message is being offered to the right audience at the right time to maximise on your impact.”

Suzanne advises that parks should be constantly re-evaluating their marketing in order to remain current and in touch with their audience. It is important to keep moving and not become stagnant in what you are producing, but this is not to say that you should keep changing your strategy just for the sake of it.

“Firstly, you need to know your audience to ensure that what you offering will appeal to them,” says Suzanne. “Secondly, track as much as possible to see what impact your marketing is having. Thirdly, keep on top of current trends and what is happening in the market as a whole to make sure you are not being left behind. Fourthly, fully utilise the resources available to you in terms of budget and personnel to maximise on your effectiveness.”

She adds: “Finally, it is really important to remain clear on your brand values and proposition as this will allow you to have a unified message that you can send to your audience.”

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Industry Returns To The Good Times

Posted on February 23, 2016

Industry Returns To The Good Times

A highly successful year for many, 2015 got off to a good start with an extended spring season and the early onset of summer, which put a spring in the step of many holiday park operators.
Riding the crest of a wave, the holiday park and tourism industries in general are feeling positive and confident as we head into the New Year. Holiday Park Scene magazine asked a selection of leading industry personalities to give their take on 2015 and their predictions and resolutions for the year ahead…

Tim Gibson

Managing director of Haven Holidays

“2015 was very positive for Haven; our business grew by over 6 per cent, with more customers searching out and enjoying their holiday in our luxury end accommodation. As a result, they did pay more for their holiday in 2015 but the improvement in our guest satisfaction scores suggest that they found the extra investment in their holiday well worthwhile.

“The good early season weather certainly helped get the year off to a good start and we were able to maintain the momentum throughout the year. Also, our continued investment in the product both physical and service elements has contributed to an increase in repeat custom which bodes well for the future.

“Looking ahead to 2016, we are already seeing more people choosing to book early to secure their first choice of park and chosen accommodation. Some of our most exclusive units are already very well sold and people will increasingly discover that if they wait, it’ll be too late.

“I hope to spend more time on park this year speaking to our park teams and our guests. I also plan to continue to work smarter, to make sure we continue to deliver our business objectives in the most efficient but also the most enjoyable way possible.”

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Top Of The Pools

Posted on January 26, 2016

Top Of The Pools

The UK Pool & Spa Awards night took place at the new Resorts World in Birmingham and
celebrated the achievements of the entire water leisure industry.

The UK’s multiple water leisure sectors celebrated their biggest night of the year at the hotly-contested UK Pool & Spa Awards.
Overall category winners across 25 categories were each presented with a certificate and a trophy at the special prize giving and networking evening, which was this year held at the brand new Resorts World complex in Birmingham.
New for 2015, the awards recognised the outstanding achievements of the country’s holiday park sector, with the introduction of the Holiday Park Pool of the Year award. Within the category, five holiday parks were awarded a Gold Standard and a further three parks gained a Silver Standard award.
“There is a real feel good factor within the water leisure industry at the moment and the outstanding entries received in this year’s UK Pool & Spa Awards exemplify that,” says Christina Connor, editor of Pool & Spa Scene magazine, the independent publication behind the annual competition.
“Holiday parks play an important role within the sector and we felt that it was about time the efforts and achievements of holiday park pool operators were recognised. We were delighted to welcome entries from a number of stand-out parks, who clearly value their pool facilities and work hard to keep them in top notch condition.”

MULTI-LEVEL SWIMMING

The pool at Craig Tara Holiday Park was named Holiday Park Pool of the Year at the recent UK Pool & Spa Awards.

The overall category winner accolade went to Craig Tara Holiday Park in Ayshire, Scotland, following a £3 million refurbishment of the water leisure facilities last year. Billed as ‘the most successful pool in the history of Haven’, the pool at Craig Tara underwent a complete transformation by design company Leisure Concepts. The pool area now features multi-level flumes, tipping buckets, a lazy river ride, water features, new flooring and new pool mosaic finishes. During the peak season, the pool welcomes around 7,000 swimmers each week and approximately 210,000 visitors annually.

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Memory Makers

Posted on July 2, 2015

Memory Makers

Above: Holidaymakers are now more than ever regarding their break as a chance to enjoy a new experience. Pic: Park Resorts

Holiday park operators remain cautiously optimistic as Ashleigh Mackenzie reports… Above: Holidaymakers are now more than ever regarding their break as a chance to enjoy a new experience. Pic: Park Resorts

2014 was a strong year for UK tourism. Not only did we see record breaking numbers of holidaymakers from abroad visit the country, but tourist spending hit the dizzy heights of £21.7 billion – three per cent up on 2013 and a record in both nominal and real terms.
Building on the success of last year’s tourism boom, the industry has enjoyed a solid start to 2015, but holiday park operators remain cautiously optimistic.
Latest figures from the International Passenger Survey show that overall visitor numbers for the first three months of this year were up by one per cent compared to 2014, while UK-based holidays have seen an increase of four per cent.

ABOVE: Britain’s holiday parks industry, comprising more than 3500 parks in total, plays an important role in the country’s economy. Pic: National Caravan Council

“The industry in general is reporting steady performance across all business fronts and is optimistic about future prospects in the short to medium term,” says Bob Hill, sites director at The Camping and Caravanning Club.
“There is growth across most aspects of the sector and the majority of operators are reporting an increase in consumer confidence.” “These are very positive times for the holiday park industry,” comments Dan Steadman, sales and marketing director of Hoburne Holiday Parks, that operates seven holiday park sites.
“At Hoburne we have seen booking figures increase every year since 2008 and manufacturers are seeing increases in the numbers of holiday homes built and sold. This is an area we have seen particular growth in with holiday home sales across our seven parks more than doubling in the past year.” “It is shaping up to be a good season for us,” agrees Cathie Higgs of John Fowler Holiday Parks, like Hoburne with parks centred around the south west of England. “We are up on 2014 figures in terms of sales and growth and the reduction of petrol prices has certainly had a positive effect on our business.”

VITAL ROLE
Britain’s holiday parks industry, comprising more than 3500 parks in total, plays an important role in the country’s economy.
The sector provides one in six of all holiday bed-nights in Britain each year and generates a huge £2.26 billion annual turnover - with the vast majority of the cash being funnelled by park visitors into local businesses.

Above: Henry Wild, national chairman of the British Holiday and Home Parks Association (BH&HPA) says that frequent shorter breaks is the
continuing pattern of holiday-taking

For many such local enterprises, tourism is crucial for their survival and ability to sustain jobs. Parks are estimated to provide some fifteen percent – a total of 53,000 - of all full-time and seasonal tourism-dependent jobs in Britain.
The majority, some 95 percent of UK parks are family-owned businesses, some with farming histories stretching back over generations and for which tourism is now a much more realistic alternative to the declining agricultural industry. The sector also comprises a number of extremely successful holiday park groups including Haven Holidays, Park Resorts and Park Holidays UK.
“While it has been a strong start to the year, there is no complacency among BH&HPA; members and nobody assumes that the main factors which influence our sector and UK tourism as a whole – principally the economy and the weather – are always going to take our side,” says Henry Wild, national chairman of the British Holiday and Home Parks Association (BH&HPA;).
STRENGTH IN DIVERSITY
It should be remembered that the term ‘the industry’ pulls together a diverse range of businesses from small farm-based parks with a handful of touring pitches to major multi-park operators with incomes dependent on holiday homes sales and rentals. Some of these parks may be affected by factors to which others are immune. For example, a touring park in a remote part of the country may see rising car fuel costs as its chief enemy – while parks with holiday homes to buy might find that lending restrictions by banks are putting a ceiling on the number of people able to take out personal loans to fund their second home purchase.
“It’s important to use both experience and common sense to try and determine what changes are likely to be in the park’s long-term interests, and which are unlikely to have any lasting impact,” says Henry.

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CONTRIBUTING COMPANY CONTACTS

BUTLINS Tel. 01442 230300 www.butlins.com

BRITISH HOLIDAY AND HOME PARKS ASSOCIATION Tel. 01452 526911 www.bhhpa.org.uk

THE CAMPING AND CARAVANNING CLUB Tel. 024 7647 5448 www.campingandcaravanningclub.co.uk

HAVEN Tel. 08712 301900 www.haven.com

HOBURNE HOLIDAY PARKS Tel. 01425 277661 www.haven.com

JOHN FOWLER HOLIDAYS Tel .01271 866766 www.johnfowlerholidays.com

PARK HOLIDAYS UK Tel. 01424 751185 www.parkholidays.com

PARK RESORTS Tel. 01442 414100 www.park-resorts.com

Chemical Leak At Haven Park

Posted on June 23, 2015

A chemical leak at Wild Duck Holiday Park near Great Yarmouth led to around 40 people needing treatment for breathing difficulties.

Chemical Leak At Haven Park

Almost 40 people were treated by paramedics following a chemical leak at a Haven holiday park swimming pool.
Emergency services, including police, fire and ambulance crews, were called to Wild Duck Holiday Park in Belton near Great Yarmouth in Norfolk.
Norfolk Fire Service said vehicles including an environmental protection unit dealt with a chlorine leak. The immediate area was evacuated and a 20 metre cordon was put in place.
Casualties were taken to three local hospitals to be treated for breathing difficulties.
Superintendent Roger Wiltshire of Norfolk Constabulary said: "The incident was quickly contained and the site has now been declared safe by Norfolk Fire and Rescue Service. The casualties have now been transferred to hospital to be treated and there is no further risk to those staying on the site or to anyone living locally.”

On The Menu

Posted on November 28, 2014

From high-class restaurants to family-friendly pizza cafes, the choice on offer at many locations is vast.

On The Menu

WITH millions of British holidaymakers heading for holiday parks in the UK this year, one of the major attractions for most visitors was that the cooking would be done for them.

Catering is the vital ingredient of the holiday park business menu. From high-class restaurants to family-friendly pizza cafes, the choice on offer at many locations is vast. Quality food and good surroundings are key to the restaurant enjoyment factor with staff service and excellent menus par for the course in these competitive times.

Butlins pride themselves on top-quality restaurants with a total of 58 eating and drinking outlets and venues at their three seaside locations – Bognor Regis (West Sussex), Minehead (Somerset) and Skegness (Lincolnshire). These range from pubs, bars, buffet-style restaurants, ice cream parlours, pizza and pasta restaurants, fish and chip restaurants and even a restaurant run by TV chef Brian Turner.

Hendra Holiday Park’s takeaway was named ‘Seasonal Fish & Chip Operator of the Year’ at the Seafish National Fish & Chip Awards earlier this year.

As with other resorts, holidaymakers book either self-catering holidays or the option to buy a dining package, which allows guests breakfast and dinner in their buffet restaurants. With 1.5 million guests a year, around 600,000, equating to 45 per cent, choose to buy the dining plan option. “Catering is an area of the business that we’re investing in heavily,” says James Silverstone of Butlins. “Character meals are available at all resorts – for example breakfast with Billy and Bonnie Bear.”

Haven Holiday Parks, part of Bourne Leisure, have worked hard to make the restaurant experience a memorable one across their locations. Fish and chips shares a quintessentially strong association with the seaside, so with a great level of investment in their fish and chip shops, Haven have increased the quality and experience of its venues to help celebrate the seaside and the UK’s favourite dish. Theme events have also been added to provide choice. Haven’s mid-week and weekend carvery is very popular, whilst Curry Night and Steak & Grill evenings provide added variety.

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Haven Opens New Pool Complex At Burnham Holiday Park

Posted on June 9, 2014

The newly renovated pool at Burnham-on-Sea Holiday Park is now over 40% bigger, offering guests an improved swimming experience.

Haven Opens New Pool Complex At Burnham Holiday Park

Guests and owners at Haven’s Burnham-on- Sea Holiday Park in Somerset will benefit from a bigger and better new pool this season, following a £2million refurbishment project.

The new and improved pool has increased by 40% in size and now includes a children’s splash area, a fitness lane and added water features. The café and viewing area has also been re-designed and upgraded, to be in keeping with the main pool hall. Fran Hoyland, holiday experience manager said: “We are really excited by our new pool and we know it will really enhance our guest’s experience.”

The pool was officially opened at the end of March by Martin Cox, mayor of Burnham-on-Sea. “With rising fuel costs and our commitment to the environment we look to ensure our pools are energy efficient and have as minimal impact on the environment as possible” said Fran.

Burnham’s new pool uses combined heat and power technology, which in simple terms converts gas into electricity to provide heat in the pool. An air heat recovery unit re-circulates and re-uses the heat generated by the pool, therefore keeping the heat within the pool building.

Make ‘Em Smile!

Posted on April 16, 2014

Butlins holiday resorts have always been known for their entertainment including seasonal pantomime performances.

Make ‘Em Smile!

Television is largely responsible for the public view today of holiday parks with some thinking the image of Hi-De-Hi and “Hello Campers” is still the style.
But today’s holiday parks are far more sophisticated, while still aiming to provide ‘fun for everybody’ – including the thousands of staff and entertainers across the UK who make holidays unforgettable for families.
We are probably all familiar with the colour codes of those in charge of entertaining at the biggest venues in Britain.
Redcoats for Butlins, Bluecoats for Pontins and Greencoats for Warners.
And then there’s the Yellowcoats of Haven Holidays staff – 300 FunStar entertainers .
Haven Holidays entertain over three million guests and owners during a 34 week season across their 35 family holiday parks.
Daytime children’s clubs and nightly entertainment are all included in the price of a Haven holiday and each year they introduce new elements to keep it fresh and exciting and for this they need bright new talent.
Steve Donnelly, head of entertainment, says: “My vision has been to embrace entertainment concepts that are current and in tune, such as The X Factor, Strictly Come Dancing, and Britain’s Got Talent.

SPARKLY FROCKS

“In particular it has been really important to identify current and future trends that will engage and delight the whole family. The days of jazz hands and sparkly frocks are gone for Haven.
“We want dynamic young cast members who can, aside from performing, interact meaningfully with the guests and take an interest in how they are enjoying their holiday.
“By developing and improving what’s on offer to them in terms of entertainment and events, we can enhance their time at Haven and they’ll want to come back again and again.”
Butlins holiday resorts have always been known for their entertainment.
Many big names in the world of showbiz started their careers at the ‘seaside camps’, as they used to be known.
Sir Cliff Richard started his career playing with The Drifters at the Clacton-On-Sea camp.
In 1962 the Skegness camp played its part in the formation of The Beatles, when Paul McCartney and John Lennon visited to meet Ringo Starr who was playing drums with Rory Storm and the Hurricanes at the time.
They offered Ringo the drummer’s position with The Beatles, because they had just secured a recording contract. The first song McCartney himself ever sang in public was “Long Tall Sally”, at a Butlins talent competition.
As well as the many other famous names to come through the Butlins doors, they’re probably most famous for their Redcoats. Employed originally by Sir Billy Butlin to help guests find their way around the resort and entertain them through their stay, Butlin’s Redcoats are just as big a part of the Butlins experience today as they were back at the start in 1939.
Many famous faces started life as Butlins Redcoats, including Stephen Mulhern (Britain’s Got More Talent, Catchphrase), Shane Ritchie (Eastenders), Johnny Ball (Think of a Number, Playschool), Des O’Connor, Jimmy Tarbuck and Dave Allen to name but a few.
Today Butlins entertainment and entertainers are still at the heart of any visit to the three remaining seaside resorts in West Sussex (Bognor Regis), Somerset (Minehead) and Lincolnshire (Skegness).
With more than 1.5 million guests visiting each year, the Butlins team work endlessly to discover new shows, ideas and talented people to entertain the visitors.

Haven FunStars are chosen for their good work ethic and great
customer focus.

This year Butlins is putting on a wide variety of brand new shows. Starting in February half term guests will be treated to the premiere of Scooby Doo Live, which combines live actors and characters in a musical mystery tour with monsters and ghouls!
Also making their 2014 debut in February are TV presenters and all round cheeky chaps Dick and Dom, who are bringing their unique style of mayhem into a live show for the whole family during all school holidays this year.
There will also be new live shows such as Freddie - a musical tribute to the music of Freddie Mercury and Queen - Cirque Du Hilarious, Titan The Robot and character shows from Angelina Ballerina, Mike The Knight, Thomas and Friends, Bob The Builder and Fireman Sam.
During the summer holidays Butlins will have a purpose built Big Top Circus at each of their resorts playing host to amazing aerial gymnasts, trapeze artists and comedy routines from around the world.
Mister Maker (CBeebies) will be playing all Butlins resorts over the summer with an exclusive live show, featuring music and special guests. Other summer entertainment includes The Wheel Of Death stunt team, live music, Redcoat shows and a spectacular acrobatics show.

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