Not All Marketing Advice Is Meant for You
Why Some Strategies Hurt Holiday Park Bookings
As a holiday park leader, it can feel like you're constantly being bombarded with marketing advice.
One day it’s a podcast saying you need a personal brand. The next it’s someone at a tourism conference recommending lead nurture funnels and segmentation tactics.
And everyone’s telling you to be on TikTok. (This one, I agree with)
But here's the thing, a lot of this advice isn’t actually meant for your business.
Most of what you hear online, especially from big-name marketers and agency speakers is aimed at what’s called B2B marketing (business-to-business). That’s where one company is trying to sell something to another company. Think a software platform selling to HR teams, or a supplier pitching to a hotel chain. Even me, here at Jem Marketing, I’m using B2B tactics. I work with your business, not the general public. So if you’re reading this, you’re actually experiencing a B2B strategy in action.
Holiday park bookings, on the other hand, fall into B2C marketing (business-to-consumer). You're selling directly to the end user, families, couples, retirees, people booking a break, not businesses buying a solution.
And that distinction matters. Because while some strategies work brilliantly in B2B, they can actually hurt your marketing efforts if you apply them to your holiday parks marketing activity.
This post is your shortcut to cutting through the noise. We’ll unpack which tactics don’t translate well to holiday park booking, and where those same ideas can be powerful, particularly when it comes to selling holiday homes.
1. Over-Segmentation of Audiences
In business-to-business sales, marketers often create ultra-specific buyer personas, with detailed profiles like “Linda, age 47, Finance Director, makes cost-saving decisions for a manufacturing firm, likes LinkedIn, drinks black coffee.”
How you might find this showing up in park? You might find yourself crafting overly specific profiles like “Emma, 36, busy mum, prefers glamping over caravans, reads lifestyle blogs, values sustainable travel.” Sounds clever, right?
This can backfire because level of detail doesn’t always help you get more bookings , in fact, it can narrow your audience and slow you down. Most people just want to know if the park is available, in budget, and a good fit for their family or dog.
That said, this kind of targeting can be helpful when you’re running social media campaigns, especially on platforms like Facebook. If you’ve got a very specific offer (like a toddler-friendly midweek break), then having two or three clear characteristics in mind can help tailor your messaging. Just don’t overdo it, broad targeting still wins when you want volume.
A better approach for holiday park B2C marketing:
Simplify your segments:
Do they have kids? → Target school holidays.
Do they bring dogs? → Promote pet-friendly stays.
Do they own a motorhome? → Flag up touring offers or holiday home sales.
You don’t need to guess what kind of coffee they drink, just understand what actually influences their decision to book.
And here’s where this kind of simple segmentation really shines, in your email marketing. Splitting your email list by just a few practical traits can have a big impact. It allows you to tailor your message, whether it’s a toddler-friendly offer, a pet-owner promotion, or a reminder about Easter lodge availability, so that it actually lands with the right people, at the right time.
2. Thought Leadership Content
In B2B, companies publish expert blogs, (Like this one) whitepapers, and reports to build credibility, think articles titled The Future of Staycations in the UK, or Why Coastal Investment is Rising.
As a holiday park you might feel pressure to sound industry smart, especially if you’ve been advised to boost your authority or show growth. What that might look like to your park is;
Sharing updates about investment in infrastructure that won’t excite potential guests
Creating long blogs with no real search intent, just for the sake of looking official
People planning a holiday aren’t thinking like investors or trade journalists. They’re asking:
What to do on a rainy day in (Your location)
Can we walk to the beach from (Your Holiday Park)
Is there WiFi in the lodge?
Will my dog be allowed in the café?
Unless you’re announcing new guest-facing accommodation or facilities, most thought leadership style content is better saved for quieter months or internal channels.
And while LinkedIn is a great place to show off company culture, especially for recruitment or team pride, it’s not where bookings happen. If you, your marketing team or agency is under pressure, this shouldn’t be top of their to-do list. Get the essentials right first, website content, email campaigns, and paid social, the stuff that converts.
A quick word on SEO
SEO and AI search content is really valuable, but that doesn’t mean writing a fluffy blog with no clear purpose will get you results. Good SEO content answers real, search-driven questions your guests are Googling. Things like;
Best caravan holidays in Devon for dogs
Things to do in [Your Town] with toddlers
Which UK parks have indoor pools?
Done right, this kind of content quietly works in the background, driving bookings long after it’s published.
Use your content to spark interest, answer questions, and help people imagine themselves there:
Top Things to Do Near [Your] Park
Inside Our New Lodges: Take a Peek Before You Book
Dog-Friendly Holidays, What to Expect at [Your Park]
Inspiration > Information when it comes to filling your park, but mix in SEO to help people find you in the first place.
3. Multi-Step Funnels & Lead Nurturing
This is where marketers collect leads (e.g. someone downloads a brochure), then send a series of emails, nurturing that lead until they’re ready to buy. It works well for big, slow decisions, like buying software or machinery.
How has this been used on holiday parks? You might be advised to build a complex funnel just to get someone to book a weekend stay, with a downloadable guide, a 5-email sequence, and a delayed call-to-action.
Why it doesn’t work. Holiday bookings are often spontaneous. The more steps you put between the person and the “Book Now” button, the more likely they’ll get distracted, overthink it, or book somewhere else.
A better approach for holiday park bookings:
A clear and easy online booking system
Retargeting ads that say, Still thinking about your summer break?, or better yet abandoned cart emails to aid conversions
A well-timed email saying, Only 3 lodges left for May Half Term! to fill those late minute spaces
Keep it simple. Make it easy. Remove friction. People want to book, not study.
Now, here’s the good news: B2B-style marketing does have a place in your park, just not for bookings.
If you’re selling holiday homes, these strategies can shine. They’re often the forgotten part of your marketing toolkit, but they really matter when the decision is bigger and more personal.
Lead nurturing makes sense, buying a holiday home is a big commitment. People need time, reassurance, and information. Gated content like downloadable brochures, paired with supportive pieces like Is Holiday Home Ownership Right for You?, can kick off the journey. Follow it with email sequences and targeted updates that help people feel informed , not rushed.
Thought leadership builds trust, a blog like Why Owning a Holiday Home is a Lifestyle Investment’ helps position your park as a smart, ethical, long-term choice. It’s not about flash, it’s about reassurance.
B2B tactics aren’t bad, they’re just not built for bookings. But some selected tactics they are perfect for supporting bigger, slower, more considered purchases, like holiday home ownership.
Want to Make Your Park’s Marketing Work For You?
From booking strategies that convert more browsers to full-funnel campaigns that turn browsers into buyers, we know what works (and what’s just noise).
Let’s chat about what your park really needs.
No fluff. No pressure. Just practical, proven advice that helps you get more bookings and sell more holiday homes.
