Future-proofing holiday parks
Exclusive insights from Jurgen Ortelee, MD of IDeaS Revenue Solutions APAC
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How is IDeaS Revenue Solutions responding to trends in the holiday park industry?
We are seeing a shift in the holiday park sector from traditional static pricing to a more modern, dynamic pricing approach. Selling the right price to the right guest at the right time is becoming increasingly important. By analysing historical data, market trends, and competitor pricing, IDeaS G3 RMS uses dynamic pricing to optimise rates for each inventory type. By understanding the booking patterns of different customer groups and forecasting demand, holiday park owners can automatically offer the best price for their accommodation, maximising revenue from available demand. IDeaS G3 RMS has specific functionality essential for managing holiday parks.
Can you discuss new developments for IDeaS Revenue Solutions in the holiday park sector?
IDeaS recently announced a rollout with Summerstar Tourist Parks, which has adopted IDeaS G3 RMS across fourteen of its Australian-based holiday parks. Summerstar previously relied on manual approaches to forecast demand and set prices. The holiday park group adopted IDeaS G3 RMS across all its properties to modernise business processes and improve its approach to pricing, driving revenues across its estate.
By automating revenue-related tasks such as pricing, inventory management, and distribution channels, Summerstar can maximise its revenue potential. IDeaS G3 RMS automatically assesses Summerstar property performance and market demand, deploying pricing decisions and length-of-stay controls across distribution channels to optimise revenue opportunities.
Commenting on the rollout, James Corbitt, Director, Summerstar Tourist Parks said: “Summerstar Tourist Parks has sites across western and southern Australia, all of which have different peak seasons, special events, and guest preferences when it comes to booking. Historically, our approach to revenue management has been a very hands-on, manual process that was often de-prioritised in favour of other operational activities. We realised that to continue operating successfully, Summerstar must provide both the best customer experience and prices possible. As a result, it was critical that our length of stay and pricing are balanced through practising effective revenue management.”
Are there any innovative technologies or services you’ve recently implemented?
Holiday parks must navigate a tangled web of products based on length of stay while managing daily rates, which include derived rates, offers, and discounts. Operators need new technologies that allow them to price their rates independently. They require a solution that can automatically optimise and price daily flexible standard rates (often displayed for the retail market) as well as other independent rates (such as extended stay monthly rates) that are exclusively offered to specific types of guests.
IDeaS’ G3 RMS Independent Products feature enables separate optimisation and pricing of products, resulting in maximised revenue while maintaining rate hierarchy and product positioning. In 2010, IDeaS G3 RMS was the first system to allow operators to price and optimise in real-time, eliminating the complex web of rules, time-consuming manual rate management, and static offline pricing that often increases the risk of mispricing.
How does IDeaS Revenue Solutions approach revenue management in the holiday park industry?
IDeaS understands that holiday park operators are under significant pressure to meet guest expectations and deliver a financial return. At the same time, teams are stretched and require the help of technology more and more.
IDeaS G3 RMS harnesses world-class analytics to automatically price and optimise holiday park cabins and sites, minimising the need for manual forecasts and delivering precise pricing distributed to all selling channels. Using seamless cloud technology, IDeaS G3 RMS provides park managers with immediate access to revenue management and pricing tools, enabling holiday park staff to spend more time creating positive guest experiences and less time behind a desk.
What is your vision for the future of the holiday park industry, and how do you see IDeaS Revenue Solutions contributing to that?
The adoption of new technology in the holiday park sector is inevitable. Even the most traditional park operators understand the enormous possibilities of digital transformation to improve profits and productivity. IDeaS works with operators to ensure that manual data collection and tedious spreadsheet analysis are a thing of the past. Our revenue management technologies improve the operational efficiency and revenue performance of holiday parks, making a significant difference to both top and bottom-line business performance.
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