New General Manager, Park Success appointed at BIG4 Holiday Parks
Louisa Day: From the opal town of Coober Pedy in South Australia to a powerful role executing the BIG4 brand's digital growth strategy
To propel BIG4 Holiday Parks through its next rapid growth phase, the company has secured Louisa Day as its new General Manager – Park Success.
In this role, Louisa will be responsible for rolling out the digital sales strategy focusing on the growth of the BIG4 network, through both the Fully Cooperative Member (FCOM) and Web Partner Parks model. Louisa brings to the business more than two decades of valuable tourism and sales experience with high-profile companies.
BIG4 Holiday Parks CEO Sean Jenner said the company will be leaning on Louisa’s extensive skills in B2C sales, team management, trade relationship management, finance management and application of customer experience (CX) and user experience (UX) insights to execute its exciting digital growth strategy.
“We have invested heavily in our digital and branding strategy to better meet the needs and expectations of holiday-makers and to make BIG4.com.au the leading portal for Australian holiday park visitors,” he said.
“We recently launched our first brand campaign in a while that really captures why so many people love our parks and come to the BIG4.com.au website – to get that kick of joy from booking a holiday at any one of our 200-plus Parks across Australia.
“Lou’s role is to ensure we connect with holiday parks that are keen to capitalise on our leadership position in the market as the ‘go to’ destination for this style of vacation.”
Prior to joining BIG4 Holiday Parks, Louisa was General Manager – Sales APAC region for adventure tour operator Exodus Travels, where she also launched the Exodus Travels Foundation, which promotes responsible and sustainable tourism across the globe.
The Foundation works to ensure local communities, particularly those whose populations are living below the international poverty line, benefit from tourism in their regions. It also supports local community projects to improve residents’ health and safety, as well as eco awareness-raising initiatives.
Previously, Louisa spent 15 years at Peregrine Adventures and applied her B2B and B2C sales expertise to create highly successful growth strategies and partner relationships that consistently achieved solid sales results in the notoriously competitive tourism sector.
Louisa said that as well as having a love of adventure and the great outdoors, she shares BIG4’s passion for regional and remote areas of Australia and building the capacity and sustainability of local business owners.
“I grew up in the famous opal town of Coober Pedy in South Australia, as well as living in midnorth South Australia and spending a season in Arnhem Land region of the Northern Territory renowned for its rich Aboriginal culture working at a remote eco-resort. My partner was born and bred in Foster in Victoria’s South Gippsland,” she said.
“I’m delighted to have an opportunity to apply my passion and skills to helping regional Australian tourism operators recover from the challenging recent years of pandemic restrictions and set them up for future success by being connected to the power behind the BIG4 brand.”
Louisa is also an experienced media commentator, having offered her insights for numerous consumer and trade media publications, including Escape and Travel Weekly, on a range of tourism-related topics. She is available to speak about trends in caravanning, camping and glamping, as well as driving engagement through enhanced customer experience.
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