Behind the scenes of NRMA Parks and Resorts: Chris Curran on the modern-day guest experience
Caravan parks guests are looking for unique, personalised offerings
A conversation with Chris Curran, the General Manager of Operations at NRMA Parks and Resorts.
Tell us about your background and how you became involved in the caravan park industry?
I’ve had the privilege of working for some great hospitality businesses, with leadership and management experience across single and multi-hotel operations, new build hotel openings, conversions, and major events. Joining NRMA was exciting due to its diverse mix of parks, resorts, and lodges, offering the potential to grow and elevate the experiences we can offer.
What current trends are you seeing in the caravan park industry?
It’s interesting to see trends similar to hotels, particularly in providing unique, personalised offerings and more premium experiences. This includes enhancing the guest journey with food and beverage, amenities, and local experiences; it is more than just accommodation. Pet-friendly options and better accessibility are also increasingly important.
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There is so much more opportunity to offer new products, create new experiences and add new master-planned locations.
What are the biggest challenges caravan parks face today and how can they be addressed?
Given our locations across the country, major weather-related events continue to challenge us, but our teams show amazing resilience supported by robust crisis planning. Communication across businesses and associations in the industry is strong and supportive. Addressing insurance costs and improving risk identification and management are critical, but the industry is working together to find solutions.
How has customer demand evolved in recent years, and what new services are caravan parks offering to meet them?
Customers now expect more, and the cost of living amplifies the perception of value. We offer a diverse product mix, including camping, cabins, villas, and glamping.
New initiatives like Tiny Homes in Jindabyne and Turtle Sands at Mon Repos cater to these evolving demands. Experiences and food and beverage play a large part in providing a well-rounded guest journey.
Our Bear Grylls Survival Academy has been successful in providing a fun, interactive adventure programme for kids. We have also appointed a Group Food and Beverage Manager to the team, who is assisting in uplifting our offering in this space.
Investing in upskilling colleagues to deliver great customer service is also important, and our CARE training programme has been tailored to ensure our teams have all the support they need to host our guests in the best way.
What steps are you taking to implement eco-friendly practices?
Sustainability is exceptionally important. Our Turtle Sands Resort exemplifies this with solar and battery power, energy management systems, and a comprehensive turtle management plan. It had project support from the Queensland Government Activate Ecotourism Infrastructure Fund, working in cooperation with local stakeholder groups including QPWS, Gidarjil Corporation, Tareblang, Sea Turtle Conservation, Bundaberg Council and Bundaberg Tourism.
We are also very proud of the team at Freycinet Lodge, Tasmania, for winning the accommodation category in the recent Marie Claire Sustainability Awards 2024, demonstrating innovative practices and commitment to environmental stewardship.
What role do caravan parks play in supporting local economies?
As Australia’s largest member-owned organisation, NRMA, it has been serving members and the community for over 100 years and, with the launch of the MyNRMA membership programme, we’re building on this legacy, so we can be there to help people for the next 100 years and beyond. Our park teams are integral to their communities, bringing new and return visitors, supporting employment, and partnering with organisations like Camp Quality. The NRMA Group’s Stretch Reconciliation Action Plan guides our contributions to reconciliation.
What are your predictions for the future of the caravan park industry?
Demand for higher quality standards and diverse product offerings will continue but also provide opportunities to offer a diverse mix of products and experiences against a spectrum of segments and price points. Competition from the cruise market will increase, necessitating collaboration to maximise marketing and visitation. Embracing new technologies will also provide future opportunities.
What do you find most rewarding about working in the caravan park industry?
Working with a dedicated team of great people who genuinely want to make a difference, the amazing locations, diverse offerings, and the guests we host are incredibly rewarding. I love the potential of this industry.
