Effective Holiday Park Marketing Strategies
An in depth look at UK holiday park marketing strategy for owners and marketers who want to blend social media, PPC, SEO, partnerships, AEO and more to boost bookings, loyalty, and brand reach.
Crafting a standout marketing plan for a holiday park means blending modern digital channels with real-world community partnerships.
Holiday parks have a unique appeal – from being family-friendly and pet-welcoming to offering open-air relaxation and good value.
Below, we explore a comprehensive strategy that leverages these strengths across social media, advertising, SEO, partnerships, and even emerging AI-driven platforms.
Understanding the Holiday Park Audience & Value Proposition
Holiday parks offer a welcoming, retreat for families and their pets, with multi-generational appeal, and are known for their strong value-for-money and broad appeal. They provide plenty of space, fresh air, and a welcoming, trusted environment for visitors of all ages. In fact, the sector prides itself on being multi-generational and pet friendly, catering to grandparents, parents, kids, and four-legged family members alike. This inclusive atmosphere translates into loyalty and repeat visits – over half of holiday park visitors (54%) in a recent UK survey stayed five or more times in the past year, indicating a loyal customer base that returns year after year. For marketers, this loyalty is gold: it means a reservoir of potential repeat bookings and word-of-mouth referrals if you keep guests satisfied.
Value for money is a major selling point in the current climate.
Value for money is a major selling point in the current climate. In a 2023 survey, 86% of visitors agreed that holiday parks are a good value-for-money holiday option, a sentiment boosted by the ongoing cost-of-living pressures.
Guests appreciate that their pound stretches further at parks, and indeed industry data shows park visitors tend to stay 82% longer and spend 12% more overall per trip than the average UK tourist.
On average, holiday park guests stay 5.1 nights per trip (vs. 2.8 nights UK average) and spend more per day (£101–£217 depending on accommodation) than typical tourists. Emphasising this “affordable extended getaway” angle in your marketing can attract budget-conscious families looking for maximum experience at a fair cost.
Multi-generational appeal and pet-friendly features are other key components of the holiday park value proposition.
Multi-generational appeal and pet-friendly features are other key components of the holiday park value proposition. Many parks host grandparents, parents, and children together, and notably almost a third of visitor groups bring a pet along.
Pet owners are a significant market segment – according to a recent YouGov survey, 43% of Britons who travelled with a pet said they typically choose camping or caravanning trips, a rate more than three times the national average. Clearly, travellers with dogs or other pets gravitate to holiday parks and countryside breaks where their whole family (pets included) is welcome.
Marketing Tip: Highlight your park’s pet-friendly amenities (dog exercise areas, pet-friendly lodging options, nearby walking trails) and use imagery of happy pets on holiday. This taps into a growing travel trend and can set your park apart as a top choice for pet owners.
Finally, holiday parks benefit from and support the ongoing staycation trend. Even after international travel reopened post-pandemic, demand for UK domestic holidays remains high.
Industry experts note “the whole staycation thing is still there – this has really been beneficial for the sector.” Holiday parks are perfectly positioned to capitalise on travellers who choose local vacations for convenience or peace of mind.
Your marketing can lean into local pride and the ease of a holiday park getaway – no airports or passports required. Emphasise your UK location and how staying at your park keeps money in the local economy, a point that resonates with many community-minded travellers.
Health & Wellbeing Benefits as a Selling Point
Another powerful angle to incorporate in your marketing is the health and wellbeing boost that holiday parks provide. Visits to parks and campsites aren’t just fun – they’re good for the soul and body.
Nearly 99% of visitors say they spend time relaxing during their stay, escaping the stresses of daily life In surveys, 91% agree they feel more relaxed, 89% feel happier, and 87% feel less stressed when staying at a holiday park. These breaks offer a chance for busy families to unwind, reconnect with each other, and enjoy nature – essentially a “digital detox” or mental reset in the great outdoors.
Parks also encourage physical activity and outdoor recreation. The vast majority of guests take walks and explore nature during their visit; 95% reported taking short walks and 85% went on long walks, with 68% saying they exercise more on holiday park trips than in their normal routine. From hiking and cycling to simply running around with the kids, a holiday park getaway naturally promotes a healthier, more active lifestyle.
Marketing Tip: Leverage these wellbeing benefits in your content. Position your park as a place to “reset” and spend quality time together. Social media posts could highlight peaceful moments – a family watching a sunset over the lake, or kids roasting marshmallows by the campfire (with phones nowhere in sight!). Blog about the mental health benefits of time in nature, or run a campaign around “digital detox weekends.” By tapping into consumers’ desire for stress relief and family bonding, you appeal to their emotions and higher motivations, not just their wallets.
Eco-Friendly and “Green Tourism” Appeal
Modern travellers are increasingly eco-conscious, and holiday parks have a great story to tell here. Many park operators are embracing green initiatives and sustainable tourism, which you can turn into a marketing strength.
In fact, a recent industry report found that nearly 98% of UK holiday park operators implement recycling programs, and 84% have energy or water conservation measures like solar panels or rainwater harvesting on-site. Additionally, 83% of parks support local wildlife through actions such as maintaining wildflower meadows or planting trees, and 76% participate in formal eco-award schemes (e.g. the David Bellamy Conservation Award or Green Tourism accreditation) to showcase their environmental commitment.
These figures demonstrate that holiday parks often lead the way in sustainable tourism. Don’t keep that a secret!
Today’s guests, especially younger generations and families, appreciate eco-friendly options. Incorporate your environmental credentials into your marketing messages. For example:
Create social media spotlights on your park’s green projects (like a new solar-heated pool or a tree-planting weekend event).
Include an “Eco Initiatives” page on your website or a blog series about local conservation efforts you support.
Use imagery of the beautiful natural environment around your park, and invite guests to participate in keeping it special (perhaps via volunteer litter clean-ups or educational nature walks).
By marketing your park as a sustainable, nature-friendly destination, you not only attract eco-minded visitors but also strengthen your brand’s reputation. It shows that you care about more than just profit – you care about the land and community, which builds trust and goodwill. Given that three in four park businesses now pursue green tourism awards showcasing these efforts can also differentiate you in a crowded market.
Diverse Accommodation & New Trends (Glamping, Luxury, and More)
The holiday park and campsite sector is wonderfully diverse – and that diversity is a marketing asset. No longer limited to just basic tents or standard caravans, parks today can offer everything from touring pitches and static caravan rentals to lodges, cabins, pods, yurts, and luxury “glamping” tents.
This variety means you can appeal to a wide range of consumer tastes and budgets, from the hardcore campers to those who want hotel-like comfort in a natural setting.
It’s worth noting some shifts in consumer demographics and preferences in recent years. The industry has seen a continued strong appeal to retirees (empty-nesters touring the country), but also a surge of younger families and new campers discovering parks, especially during the pandemic when overseas travel was restricted Additionally, a more affluent segment has entered the market: 37% of new campers since the pandemic have household incomes above £50k (versus 21% pre-pandemic). These guests often seek higher-end experiences. In fact, demand at the premium end is robust – over two-thirds of recent or potential campers said they’d pay more for certain upgraded accommodations. Specifically, 69% would pay extra for a private bathroom at a campsite, 55% would pay more for a luxury caravan, and 54% are willing to pay more for unique glamping accommodations.
For park operators, this is a clear signal (and opportunity): if you invest in upgrading facilities or adding upscale options, there is a market willing to spend on them. From a marketing perspective, you should emphasise the range of experiences your park offers. For example:
If you have luxury lodges or glamping pods with hot tubs, make sure your ads and website show them off prominently (these are highly “Instagrammable” and can entice travellers looking for something special).
Highlight any private amenities (ensuite shower facilities, private decks, VIP sections) to attract those comfort-seeking guests.
At the same time, reassure traditional campers that you still cater to them with great basic facilities – it’s about choice. A good tagline might be: “From rustic to deluxe, we have a stay to suit every style.”
By marketing the breadth of your offering, you can capture multiple segments: the young adventure couple in a tent, the family in a caravan, and the couple splurging on a luxury lodge all see something for them. Ensure your SEO and content strategy covers all these accommodation types (more on that later), and consider segmenting your email or social campaigns by interest (e.g. a glamping-themed promo vs. a family camping deal).
Key Factors Influencing Guest Decisions (and How to Leverage Them)
Understanding why guests choose a particular park or campsite can help fine-tune your marketing. A large-scale visitor survey revealed some top influences on the decision to visit a given holiday park/campsite.
Location familiarity: “It’s an area I know well or have been before” – cited by 37% of visitors as a key reason.
Destination appeal: “I wanted to visit that area/country” – cited by 31% of visitors
Club membership communications: 16% were influenced by caravan/camping club newsletters or member promotions (e.g. from CAMC or Camping & Caravanning Club)
Activities & hobbies: 12% chose a site because of specific activities available nearby (hiking, cycling, golf, fishing, etc.)
Visiting friends/family: 12% had connections in the area influencing their choice.
Word-of-mouth: 9% went to a park that was recommended by friends or family
Events: 8% travelled because they were attending an event or festival in the area.
Advertising: Only about 7% said they were directly influenced by seeing advertising for that park
What do these insights mean for your marketing strategy? Here are a few takeaways:
Leverage your Location & Local Attractions: The top two factors show the destination itself matters greatly. You should market not just your park, but the surrounding area experience. If familiarity breeds comfort, emphasise your park’s unique location advantages – whether it’s near a beloved seaside town, inside a national park, or along a popular trail route. Create content like “Top 10 Things to Do around [Your Park]” or partner with local attractions (more on partnerships soon) to showcase what makes your area special. If people already love your region, make sure your park is the first place they think of staying. And for those discovering the area, position your park as the perfect base for exploration (“Stay with us and discover the best of the Lake District!”).
Tap into Niche Interests: If your area offers great cycling, fishing, surfing, etc., target those niche audiences. Mention these activities in your SEO keywords and run specific social ads or forum posts in hobby groups. For example, a Facebook ad that says “Calling all surfers – stay at our park 5 minutes from Cornwall’s best waves!” can directly appeal to that 12% driven by activities.
Collaborate with Clubs & Communities: Since a notable chunk of visitors come via holiday park club communications (16%), ensure your park is engaged with relevant organisations. If you’re a member of a group like the Caravan and Motorhome Club or Camping and Caravanning Club, make the most of it – list your park in their directories, participate in their member discount programs or loyalty schemes, and consider advertising in their magazines or websites (those channels clearly drive bookings). Similarly, building an email list or loyalty program for your own park can mimic this effect; regular newsletters to past guests keep your park “top of mind” for their next trip.
Encourage Reviews and Referrals: Word-of-mouth and personal recommendations still carry weight (9% cited friend/family referrals). This underscores the importance of delighting your guests so they become ambassadors. Feature testimonials on your site, encourage satisfied visitors to leave TripAdvisor/Google reviews and to tell their friends. You might implement a referral incentive (for example, “Refer a friend and you both get 10% off your next stay”). Social media contests where guests tag friends could also expand your reach organically. Essentially, the better the guest experience, the more positive buzz spreads – which is marketing money can’t always buy.
Advertising’s Role: The data shows relatively few guests cited ads as the primary influence. Does that mean advertising isn’t worth it? Not quite. It suggests that ads might often play a supporting role – raising initial awareness or retargeting indecisive browsers – rather than being the final trigger.
We’ll discuss how to maximise your social media and PPC advertising so that even if only ~7% cite ads directly, your campaigns are still driving traffic and planting the seed in potential visitors’ minds.
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