Young and adventurous are picking up park habit, says BoB
On-trend experiences such as glamping and motorhomes are wooing more younger first-time visitors than ever before onto parks, according to the Best of British consortium
The 2018 rise in “park novices” was among the subjects discussed when BoB members met in November for their annual conference in Ely, Cambridgeshire.
Comprising over 50 independent family-run parks, the group also welcomed six new members, and heard of plans to step up its successful digital marketing campaign.
BoB’s online activity, reported chairman Richard Legg, had this year generated a raft of bookings and enquiries from holiday guests seeking top-end park experiences:
“The internet is proving a very powerful medium for us, and by working in collaboration we can achieve much more than would be possible or affordable individually,” he said.
“It also allows us to target people who are perhaps unfamiliar with parks generally, but who enjoy the notion of trying a glamping holiday, or renting a motorhome.
“This is an important emerging market of younger guests who are likely to underpin our future by providing tomorrow’s customer base of visitors and holiday home buyers.
“There’s every reason to believe that the growth of new park customers will remain on an upward trajectory as long as we continue to meet their quality expectations,” said Richard.
Richard, whose family owns Hidden Valley Park near Ilfracombe, said that the group’s strength lay in its shared values of providing the highest standards of hospitality and customer care.
The two-day conference also heard from a number of specialist speakers on different ways in which parks could help promote and market their businesses.
Richard said that BoB was delighted to be joined by six new parks from across the UK which would offer visitors an even wider choice of first-class destinations.
Scotland is now represented by Blair Castle Caravan Park in Blair Atholl, Brighouse Bay Caravan Park in Dumfries and Galloway, and Craigtoun Meadows Holiday Park in Fife.
Joining BoB from Wales are Bron-Y-Wendon Touring Park in Conwy and Daisy Bank Touring Caravan Park in Powys, and from England is Delph Bank Touring Park based in Lincolnshire.
More details about the Best of British and its members can be found at www.Bob.org.uk.