Park Owner

BLUE SKY THINKING

Posted on September 7, 2020

BLUE SKY THINKING

The cloud holds the power for switched on holiday business...

If we have learned anything from the global pandemic crisis, and its impact on our holiday business, it is surely the importance of access to user-friendly, joined-up management systems. From on-line marketing to ‘click to confirm’ buttons, as the Covid-19 curtain was raised, a booking stampede was triggered with demand exceeding availability by an estimated three-fold. Switched-on operators now boast sophisticated monitoring systems to alert them to booking trends. The big players will know from geographic triggers which destinations are top of the holiday pops. Equally, from tourer pitches to luxury lodges, they will have a close eye on the trends for holiday accommodation requests. Like all aspects of business, knowledge is the key to success. Capitalising on the gold rush, those operators were quick to raise prices as demand spiralled. Constantly monitoring those graphs, with performance alerts, they are more akin to stock market traders than the traditional bucket and spade brigade. It’s more important than ever that park operators keep pace with technology – especially when it comes to maximising online bookings and sales.

USER-FRIENDLY

In today’s post Covid-19 market, sharp and effective websites with user-friendly online booking systems, search engine optimisation, e-blasts, apps and cookie-based promotion – the e-marketing revolution is in full flow with the majority of holiday businesses investing or ignoring at their peril. Net Guides are the brains behind one of the market’s most popular systems, GemaPark.

“Online bookings are so important in saving time and increasing revenue,” advises Netguides Managing Director, Dawn Bee. “In the new socially distanced world of today the system should provide online check-in, easy ways to keep in touch with customers if things change, and the ability for customers to manage their bookings and rebook if required,” Dawn adds. “Make sure they are easy for your customers, integrate well with your website, and give you the flexibility to sell what you want.”

Still not convinced? A huge proportion research their holidays on line before going on to click booking links to confirm their holidays. Google data shows that 45% of UK travellers feel comfortable researching, planning and booking trips to new destinations using only their mobile smart phone. More than a third, 33%, of consumers say they’ve used a virtual travel assistant to help organise and plan their next trip. 72% of mobile phone bookings happen within 48 hours of last-minute Google searches. Those booking systems cannot just be business-friendly they need to be user-friendly. For a visitor to the website, the online booking system should be straightforward and easy to use, and clearly provide the visitor with all the information they need to book their stay. It must be logical, with quality pictures and descriptions so that customers can make their preferred selection.

LOOKS MATTER

Having the booking page designed in the same style as the website and having the payment taken directly from the website page considerably helps this, and directly increases the number of online bookings made. Customers like to feel comfortable and secure as they navigate around the website booking pages. Equally, the system should be just as simple for the reservation team to use, making it easy for them to carry out tasks such as taking payment, amend bookings, calculate tariffs, generate ‘remote access’ arrival and departure reports and undertake online marketing initiatives. A key advantage of having a webbased booking system that operates off one platform, is that when an online booking is made it immediately goes into the management system, therefore avoiding mistakes and errors.

CASHING IN

Another area technology that has started to see major take up by caravan and holiday parks, arcades and family entertainment centres worldwide is the cashless payment system. The system replaces traditional methods of transaction like tokens, coins, and admission tickets with a simple card. Guests use the plastic card, similar to a credit card, to make all of their transactions on site. The cards can be loaded with any amount, and once swiped at an activity, the appropriate value is deducted. The card system goes well beyond a payment method, but includes a full suite of products designed to handle all the pay to play activities, as well as the monitoring of customers activity and games performance. Park operators benefit from the endless marketing and pricing opportunities that become available, while at the same time reduce operating costs and improve cash control. With all customers using cards for their activity within the site or across multiple sites of the same chain, operators have the opportunity to profile their customers and create marketing promotions and packages based on the real spending habits. This in turn can generate more return visits and higher spend during each visit. Ignorance may be bliss but it will be the switched-on holiday park businesses, who embrace new technology, that stand to reap the rewards and benefits of multiple net gains.

 

KNOWLEDGE IS PLAY POWER

Posted on September 7, 2020

KNOWLEDGE IS PLAY POWER

Knowledge is power in all facets of our holiday park provision but especially in the key aspects of play. Getting the play recipe right means the best use of precious revenue and increased customer loyalty for those that include play as part of their offering. Recent research is therefore vital as it arms decision makers with key clues about the opportunities that exist in play solutions. That research, by leading play providers, Proludic, reveals a whopping 89% of parents and carers are more likely to be drawn to a leisure destination with a good quality play space.

GETTING OUTDOORS

The findings show, for the UK population, play is about the child being outdoors, expending energy and expressing themselves. For families and those with closer ties to the child’s development, it is also about spending time together, something which the leisure sector is a big proponent of. It is also viewed as time spent away from digital devices, such as smartphones and tablets. For those with junior aged children, it represents an opportunity for their child to make friends. Due to the impact on overseas travel because of the global pandemic, this year is set to be another recordbreaking year for the UK’s hospitality and leisure sector with both domestic tourist expenditure. “This presents a great opportunity for businesses to take advantage of the increased revenue and grow their market share,” says Anne Parkin, Key Accounts Manager for Proludic, who says holiday destinations are reviewing the play facilities they offer. As providers of creative play, outdoor gyms and sports areas to the leisure sector, leading suppliers, Proludic, carried out their research into the type of play facilities are most desired during their leisure time. “When planning your on-site facilities understanding what families want is vital, whether your business is a holiday destination, pub, restaurant or visitor attraction,” says Anne. “To aid in this, Proludic has undertaken some primary research to discover the key factors involved when selecting a place to visit, and also to understand what will ensure your visitors return.”

DWELL TIME

The Proludic research evidences the importance of attracting custom, extending dwell time and the financial consequences of that for your business. It identifies the importance of targeting the family market and addressing the diversity of ages. This allows you to plan appropriately for future years to keep pace with the increasingly competitive leisure market. With its extensive range of play equipment for all ages, Proludic offers a varied material palette,” says Anne. “We can also provide bespoke play features to suit your environment to suit space and budget. “We also offer a free design service, which will realise your dreams and work towards ensuring your business stands out in the crowd.” One in three (35%) agreed that they would be happy to travel further to a destination with a good play space. Play also appears to be a good way to build customer relationships and encourage repeat business, with nearly half (46%) stating that they are more likely to return. The research also tells us that half of all leisure customers (48%) would be more inclined to stay longer if a good playground for children was evident. This figure rises to 76% when family customers are taken into account.

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INCLUDING THE KITCHEN SINK!

Posted on September 4, 2020

INCLUDING THE KITCHEN SINK!

Sue Hollingshead investigates the glamping journey…

When it first sprouted shoots, we could expect a glamping holiday to be in a pod of some description, or a glammed-up tent. Today, we can expect glamping accommodation to be almost anything that has a touch of luxury and quirkiness about it. “Over the years, glamping has gone from an empty shell to offering everything from heating, bathrooms, kitchens, one or two bedrooms, a lounge and dining area and now top of the range glamping pods are fitted out like a hotel suite with everything including the kitchen sink!” The structure of glamping pods has developed to the point that Lesko Modular now offer a 10 year warranty with their range of pods which is a clear indicator how the market has grown. Glamping pods are just the tip of the iceberg of course, also available are: shepherd huts, safari tents, tipis, Bell tents, yurts, domes, wigwams, airstream, vintage caravan, train carriages, tree houses, not to mention quirky options such as tree tents, plane carriages and fuselages. The imagination can be endless to create something different, something inspirational.

INDIVIDUALITY MATTERS

Jason Thawley, Innovation and Design Director, Tree Tents, explains: “The key tenet here is individuality, no matter what the structure may be, guests are looking for an experience. “A unique structure in a nice location is always a winner, though it is all in the detail and creating a space where guests feel they have arrived in a niche little world of their own. “Even simple things such as a hammock in a shady spot under a tree, a fire pit with comfortable seating to sit back and enjoy the stars in the evening and well-placed lighting to make things feel cosy.” Tree Tents, offer buildings such as Fuselages, set up high, or in built up areas amongst trees, with various bespoke designs set within trees. Treehouses, not to be confused with Tree Tents, are becoming one of the most sort after types of accommodation at Cooling Camping as James Warner Smith explains: “Part of the desire is the uniqueness, however it is partly also due to the sparsity of supply – treehouses are expensive to build, a practical challenge and present many planning difficulties. “If the obstacles can be overcome, a luxury treehouse is a very safe bet for year-round bookings and constant demand.” Clearly glamping is about the experience as endorsed by key players in the industry. It is also important to remember that although there is an aim to provide luxury, glamping is still ultimately about connecting with the outdoors and all that it entails, so hot tubs, especially the wood-fired version which are growing in popularity, saunas, outside spas and showers, pizza huts, private space are all aspects that should be considered in your strategy when developing either a new site, or refreshing existing. As Britain gradually returns to normal, albeit with the ‘new normal’ to consider, the whole concept of holiday accommodation that puts guests in touch with the outdoors, and provides them with space to be themselves, whether this is family time, or romantic breaks, will tick boxes.

NEW NORMAL

Outstanding UK, providers of safari tents, have seen a surge of business as lockdown has slowly been released both from trade and consumer and are adapting to the new challenges. James King, UK Account Manager says: “Realising that individual pitch options are key in re-opening sites across Europe, Outstanding Tents have launched their sanitary tent. It is a take on the XS model in their extensive range, and is a higher version featuring shower, WC and basin to be placed onsite to offer en-suite facilities to any existing pitch, camping or glamping.” They are not the only company planning for the new challenges, Alan Hetherington, Customer Relationship Manager at Blackdown Shepherd Huts has some sound advice: “We feel that the most important thing new glamping owners should remember, is to know what their customers want from a self-contained unit following lockdown. “Ensure you can offer it to them, with quality, flexibility, and their experience at the forefront of your mind. Focus on offering a unique and bespoke experience that your customers’ want but cannot get elsewhere.
“This is exactly why we offer bespoke shepherd huts and after months of being cooped up at home guests will feel safe, relaxed, and excited to tell their friends and family.” Return on investment on many glamping units are achievable within 12-24 month period, which you would need to set aside other expenditure. From a marketing point of view, getting ahead with social media is considered to be one of the key areas to focus on moving forward.

FUTURE SCAPES

The Staycation has been actively growing for many years, however we have seen many indicators following recent months that this is set to boom in the short term at the very least. James at Cool Glamping has a clear vision for future predictions: “This year we are seeing more first-time campers and glampers taking holidays in the UK as a result of travel restrictions and coronavirus, so the audience has grown dramatically. “Our hope is that this will convert into a longer time audience, giving our whole industry a larger market in the years to come. “I expect growth to continue in the higher end of the market, particularly for more inventive accommodation. I also expect more hoteliers and boutique accommodation providers to move into the market.” Ian at Lesko Modular adds: “The future for Glamping looks very bright with many large holiday providers that I am aware of planning new glamping developments for 2021. Apart from mainstream we also work closely with major children’s theme parks and are providing themed pods for the 2021 season.” Ian continues: “The benchmark has already been set quite high with regards to quirky accommodation and I feel that we can continue to see increased innovation in all types of accommodation with the emphasis developing on the overall experience itself. “Back to nature experiences, including cooking, creative, learning, developing skills, knowledge, enjoying the great outdoors, with a learning element to the holiday break. “We have already experienced elements of this during lockdown, back to old fashioned values almost, all of which backs nicely into the outdoor holiday experience for the future.”

 

COMPANY CONTACTS

Blackdown Shepherd Huts
www.blackdownshipherdhuts.co.uk

Cool Camping
www.coolcamping.com

Lesko Modular
www.leskomodular.co.uk

Outstanding UK
www.outstandingtent.co.uk

Tree Tents
www.treetents.co.uk

 

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PEACE AND TRANQUILITY

Posted on September 4, 2020

PEACE AND TRANQUILITY

Seafield Caravan Park offers the ultimate getaway location…

Situated adjacent to the picturepostcard village of Seahouses on the Northumberland coastline, Seafield Caravan Park offers its guests the ultimate peaceful getaway and a five star holiday destination. What sets Seafield apart is its dramatic setting and breath-taking outlook. Most pitches on the newest development of the park offer fantastic views of the imposing and majestic Bamburgh Castle and many command panoramic views of the sea and the Farne Islands. In addition, nearly all holiday homes have west-facing doors, which means you can enjoy the sun for the entire day and, in the early evening, watch the sun set in a golden sky through front windows.
"The peace and tranquillity of the park is one of its greatest attractions, which is why we have resisted any temptation to build bars or evening entertainment centres on site,” explains Alison Thompson, park manager. “By far the most critical aspect to the success of the business is the team of people that work on the park, who constantly deliver exceptional customer service which in turn encourages our customers to return year after year.” Seafield is managed by Alison’s father, Ken Britton, along with several other members of the family who are involved in managing the daily running of the business. Part owned by the Britton family, and partly by the Earl of Moray, the park was established in 1960 as a small caravan site. By 1979, it had expanded to include 230 pitches, plus utilities and touring pitches.

THE EXTRA MILE

“Our mission statement of going far beyond expectations is achieved by giving a five star service in every aspect of our business. Attention to detail is of the utmost importance leaving no stone unturned however trivial it might be,” says Alison.
“Perhaps one of our biggest challenges is to always be one step ahead and thinking of ways to continually improve the facilities and service we offer to our guests.” Seafield boasts a string of accolades, including gold David Bellamy Conservation awards and gold Enjoy England status. Most recently, Seafield was named as VisitEngland’s Holiday Village of the Year and is a multiple gold winner in the North East Tourism Awards yearon- year.
Many of caravans on the site are privately owned, but the park also hires lodges, apartments and touring pitches. During the peak season, Seafield operates at an average occupancy rate of 92 per cent across its caravans and chalet lettings, of which 62 per cent are repeat bookings.
A post millennium construction of a £2.5 million private leisure club, The Ocean Club, consists of a 20m indoor swimming pool, a separate children’s pool, gymnasium and spa area – further extension work carried a budget of around £700k. The premier leisure club runs as a separate spa facility with membership and has twice been awarded Spa of The Year by the prestigious spa house Thalgo. There has also been significant investment in occupancy with 230 new pitches and a further £30,000 outlay to improve Wi-Fi facilities on the park.

All Seafield’s touring pitches are ‘Super Pitches’ – hard standing with electric, water, sewerage and drainage and including an electric light. Heated toilet and shower facilities are close to all pitches, along with laundry and dish washing facilities. For those families with small children, you’ll find a full size bath in the ladies toilet block along with a separate baby bath in the designated baby changing room. Alison comments: “Our typical customer base includes families with young children, activity groups such as golfers and walkers, plus over 50’s looking to rest and relax.
“We liaise with tourism partners to identify our target market and work closely with them as well as other tourism businesses in the community to conduct marketing and promotional campaigns to attract new and existing customers to stay with us.” The park operates a privilege card scheme, allowing its guests to enjoy discounts at some of the area’s top attractions, including Farne Islands, Alnwick and Bamburgh Castle. The park owners have also invested in a strategic social media marketing campaign, to communicate discounts, offers, latest news and availability, through Facebook, Twitter and e-newsletters via MailChimp.

Seafield Caravan Park
Tel. 01665 720628
www.seafieldpark.co.uk

STAYCATIONS SPARK HOLIDAY HOME BOOM

Posted on September 4, 2020

STAYCATIONS SPARK HOLIDAY HOME BOOM

Park Holidays UK is reporting an explosion in demand from new holiday home buyers with enquiries soaring fuelled by the likelihood that overseas holidays will be a no-go this year and possibly next.

Park Holidays UK director Tony Clish says his group hopes to avoid rationing the distribution of holiday caravans and lodges among its 31 parks. “We do carry good levels of new stock at present, and existing owners trading-up to 2020 models means that we should have plenty of pre-owned holiday homes to offer,” he said.

“Sales enquiries slowed in March when government ordered the shutdown of parks – but they’ve since been escalating to a phenomenal extent throughout spring. “I think there’s the realisation that one of the best ways to enjoy staying in the UK is by owning a holiday home where you can take breaks throughout the four seasons.

“That, of course, and the fact that a park is perhaps the safest of all holiday destinations with completely selfcontained accommodation set at least five metres apart. “The staycation trend was already well entrenched before this present crisis, and I think it is going to come back with a vengeance,” added Tony.

SOARING BOOKINGS FOR OCTOBER BREAKS

Posted on September 4, 2020

SOARING BOOKINGS FOR OCTOBER BREAKS

Verdant Leisure, a bespoke holiday park operator with ten holiday parks in Scotland and the north of England, is reporting a continued trend for staycation bookings this autumn, with October bookings doubling on autumn 2019. “We’re continuing to see recordbreaking bookings across all our UK parks,” says Verdant Leisure’s Chief Executive, Graham Hodgson. “This is really helping to boost the local economies in the Scottish and English regions where our parks are located, as each park provides the customer base for numerous other regional businesses, including local suppliers, shops, pubs, restaurants, cafes and visitor attractions,” Verdant Leisure recently secured licences for some of its leisure parks which permit them to open for 12-months of the year.

With the enforced closure and demand for UK breaks now so high, the company was in talks with local authorities to agree this for 2020/2021. The nationwide lockdown from March-June put considerable strain on the many local economies in the UK that rely on tourism to survive. Therefore, extending ‘the season’ was high on the agenda for Verdant Leisure and the British tourism industry as a whole. “As with many businesses in the sector we have seen an uplift in last minute bookings with more people than ever wanting to take a break with their family in the UK – a trend which we predict will continue well into 2021.

We recently announced a half a million-pound investment to increase accommodation pitches at our Scottish parks to keep up with demand and these are due for completion in the next few weeks, ready for our autumn visitors,” continues Graham. Verdant has also recently invested £500,000 to keep up with the current staycation demand. A new luxury lodge development has been completed at its East Lothianbased Thurston Manor Leisure Park. The company is also starting a new pitch development at Perthshire-based Erigmore Leisure Park.

BEST OF BRITISH TOURISM ON VISIT TO BUTLIN’S

Posted on September 4, 2020

BEST OF BRITISH TOURISM ON VISIT TO BUTLIN’S

above: OLIVER DOWDEN CBE sees first-hand the measures Butlins had put in place.

The Rt Hon Oliver Dowden CBE MP - Secretary of State for Digital, Culture, Media and Sport - has visited Butlin’s Bognor Regis to see first-hand how domestic tourism is booming despite COVID-19 restrictions still being in place. Mr Dowden met with holidaymakers and staff – including the famous Red Coats - as he was given a tour by Managing Director, Jon Hendry-Pickup. Butlin’s has introduced a range of measures to keep guests safe whilst still providing the renowned experience that has captivated generations of guests. A new openair amphitheatre is hosting outdoor entertainment from 10am until 9pm at a safe social distance with capacity for up 500 people at Bognor Regis, whilst Butlin’s has also participated in a UK Government pilot to test the use of indoor theatre space at reduced capacity.

New mobile platforms where customers can book activities, swimming and shows in advance to avoid queuing has come into operation and Butlin’s state of the art £40m swimming pool opened in May 2019 – Splash – has resumed operation with new social distancing measures developed in conjunction with Swim England. Butlin’s Bognor Regis generates £90m sales per year with 350,000 guests and day visitors, and 1300 team members – the biggest single employer in the area. Over the past two years, Butlin’s has invested almost £50m in its Bognor Regis site to maintain and enhance its famous guest experience to ensure it remains a Great British success story.

Jon Hendry-Pickup, Managing Director at Butlin’s, said: “Butlin’s has been treasured by generations of British holidaymakers and as COVID-19 restrictions eased it was once again the go-to destination for families across the country. “Whether it be our exceptional outdoor entertainment, access to our brilliant Splash pool or our new methods of booking food and activities, guests can be assured that the Butlin’s experience is as enjoyable as ever whilst remaining safe and secure for visitors and staff.”

INDUSTRY SUPPORT FOR KEY WORKERS

Posted on September 4, 2020

INDUSTRY SUPPORT FOR KEY WORKERS

THE BRITISH HOLIDAY & HOME PARKS ASSOCIATION’S Chairman, Andrew Baragwanath has welcomed suppert for NHS workers.

Britain’s caravan and camping parks have been praised by government tourism minister Nigel Huddleston for accommodating front-line NHS workers and others in urgent need of accommodation during the coronavirus crisis.
The British Holiday & Home Parks Association reports “a massive industrywide response” following the closure of all its 2,900 member park businesses this week. The association’s chairman, Andrew Baragwanath, says that medical staff coming out of retirement and needing to be close to NHS hospitals are among those being welcomed.
“We are hearing many examples of parks offering up holiday caravans and holiday lodges, and even glamping units, to local councils and health boards,” he said. “There are a lot of instances where parks are able to play a role, including providing a safer place to stay for homeless people previously housed by councils in B&B accommodation.
“We’ve also heard of parks working with councils to accommodate people who must stay apart from their families as their partner or relative has contracted the virus.
“Parks would normally now be starting to really busy-up as the holiday season gets underway, but instead there are thousands of holiday caravans across the country lying empty.
“Most parks are smaller family-run businesses where the owners have long been a part of the local community, and now see an opportunity to reach out even further to support it. “We are very proud of what we are witnessing and the compassion being shown,” said Andrew whose longestablished family firm owns Ayr Holiday Park near St Ives in Cornwall.

PRIME BBC SPOT FOR BREAN SANDS

Posted on September 4, 2020

PRIME BBC SPOT FOR BREAN SANDS

Viewers of BBC’s The One Show were given a sneak preview of how a major Somerset holiday park was getting ready to welcome back its much-missed guests. The popular magazine show went behind the scenes at Holiday Resort Unity in Brean Sands as it put the finishing touches to re-opening preparations.

Alan House, director of the familyrun business, showed the programme’s reporter how social distancing and other safety measures would help give peace of mind to guests. He said that bookings had gone “absolutely crackers” in the weeks running up to today, and that staff couldn’t wait to see the park bustling with smiling faces again.

“At last the great British seaside holiday is back, and people can finally enjoy a relaxing carefree break they need and deserve,” said Alan. “Our job now is to provide some truly memorable experiences, and for our business to start salvaging what it can from the rest of the holiday year.”

SURGE IN CARAVAN PURCHASE DEMAND

Posted on September 3, 2020

SURGE IN CARAVAN PURCHASE DEMAND

The UK’s largest digital marketplace for new and used cars, Auto Trader, has reported that views of caravan adverts increased 18% last week and views of motorhomes adverts increased 17%, compared to the previous year. A survey of 2,000 UK adults which the brand carried out to examine this trend further reveals almost half of the population (40%) is planning a 2020 staycation (provided Government guidelines allow), and that caravan holidays are set to almost match stays in hotels this year. Only 40% of those planning a staycation this summer said they would consider staying in a hotel, while 33% say they would consider staying in a caravan - making caravans second only to hotels in popularity amongst those planning breaks.

Caravans are also set to overtake the popularity of rented holiday apartments and houses, which have enjoyed a meteoric rise in popularity over the past few years thanks to a new wave of disruptive rental websites and B&Bs. Demand for rented apartments and houses this summer is set to trail behind that for caravans and hotels, with just 27% of those planning staycations saying they’d consider them. The trend for caravans seems to be being driven by a need to feel safer. 37% said staying in a caravan would mean they could sanitise the environment properly themselves, to limit the spread of germs from those outside their family.

Auto Trader’s Rory Reid comments: “Coronavirus has changed the way we live our lives in so many ways, and there’s no doubt this will extend to our holidays. “Many are unlikely to want (or be able) to quarantine themselves for 14 days after a holiday abroad, so we’ll be seeing UK beaches and other hotspots a buzz with British holidaymakers this summer. He continues: “Caravan holidays in particular will shoot through the roof. The idea of holidaying in a space that you yourself own, which you can clean yourself and which won’t have been used by others recently, is definitely reassuring.”