BIG4 Holiday Parks even happier campers thanks to business expansion
CEO Sean Jenner said the brand's growth reflects its strength & position as the ‘go-to’ caravan & camping destination
Australia’s leading holiday park brand, BIG4 Holiday Parks is going from strength to strength and CEO Sean Jenner talks about growth, expansion, and how the brand is shoring up its dominance in the sector.
BIG4 Holiday Parks has renewed its expansion strategy backed by targeted marketing activity, increased digital support, and upgrades to its website and online booking system. The first six months of implementation in addition to digital improvements have seen a 20 percent increase in BIG4 Holiday Parks and a 40 percent rise in Partner Parks represented on BIG4.com.au
CEO Sean Jenner said the pleasing growth reflects the strength of the BIG4 Holiday Parks brand, and its position as the ‘go-to’ destination for the camping, caravanning, and cabin holiday category.
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“We’re really proud of the history and heritage of the BIG4 brand, but we’re even more excited about the possibilities that are opening up through our digital transformation and expansion strategy aimed at widening our nationwide network of branded Parks and Web Partner Parks even further,” Sean said.
“While we are seeing an increase in Parks joining as Fully Cooperative Member (FCOM) Parks, we’re seeing an even higher number of Web Partner Parks coming on board, which is simply good business for BIG4.
“It gives us a higher revenue stream which we’ll be using, in part, to improve the functionality and user experience of our existing website.
“For the Parks themselves, being able to tap into our online booking system – which has higher prominence on search engines and more web traffic than individual sites – could mean the difference between an average season and a bumper one.
“It’s also a win for consumers who have access to even more holiday parks in more locations around the country.
“The BIG4 website currently facilitates more than 631,000 ‘holiday nights’ a year and we have more than three million people staying with us annually which is enough to fill the MCG 30 times over.”
The company has also appointed Lou Day as General Manager – Park Success for its National Support Office (NSO) to lead the team in its trajectory. Lou has a strong background in sales and customer experience in the travel industry, having worked previously for Peregrine Adventures and Exodus Travels.
“We plan on making a hefty investment into brand and performance marketing activity during the 2023 financial year,” Sean explained.
“Much of this will be funded using fees paid by the incoming Web Partner Parks, but the benefits will be felt right across the business.
“It will also increase opportunities for our Perks program members, who will get better value at no additional cost as the BIG4.com.au footprint increases.”
Mandy has over 17 years of accommodation and tourism industry writing experience and is Editor of AccomNews & Resort News, Publisher of SchoolNews & Director of Multimedia Pty Ltd. She is a retired registered nurse with a 25-year NHS career that followed a few unforgettable years in hotel housekeeping.
