Parkdean Resorts

Parkdean Resorts operates the largest portfolio of holiday parks in the UK in a fiercely competitive market. As well as competing against other holiday park brands, bookings through third-party travel agents were taking margin and ownership of the customer relationship.

Its ambition was to deliver an online customer experience that matched the biggest names in global travel, to further raise its profile, attract new customers, and directly convert them to maximise the value of bookings.

Parkdean wanted to use more of the functionality available to it within the Sitecore digital experience platform it had already invested in. We began with a heuristic review that mapped friction along the journey, and then used these insights to rebuild the end-to-end purchase journey with a focus on conversion.

From there, we designed user experiences for both Holiday sales and Holiday Home sales, with browse-by-destination and browse-by-experience offered as parallel routes through the website. The customer who knows where they want to go and the customer who knows what they want to do can both find their way without fighting the navigation.

The direct booking experience sits at a standard where it competes with the best travel brands in the business, and matches the needs of multiple customer groups. Parkdean now owns the relationship with more of the visitors to its holiday parks.