BIG4’s big expansion

BIG4 Holiday Parks is shoring up its dominance in the market through a renewed expansion strategy with targeted marketing activity, increased digital support and upgrades to its website and online booking system.

BIG4 has picked up 90 new independent parks to their ‘website partner list’, continuing to function as a marketing co-operative since 1979 and supporting the holiday park industry in Australia.

“We don’t own or operate our parks, we’re essentially a marketing co-operative that operates to support and grow the parks within our network,” CEO, Big4 Holiday Parks, Sean Jenner, told Travel Weekly.

CEO, BIG4 Holiday Parks, Sean Jenner. (Supplied)

Jenner said that on average people who want to stay in a holiday park have to look at twice as many websites as other forms of accommodation, and BIG4 is trying to help the customer benefit by finding what they are looking for in the one place.

“Part of the expansion strategy, as the holiday park market changes and continues to evolve, how do we continue to sustain the growth of the brand and the network but find alternative ways to do that?”

“One way is our website partner parks. Parks that don’t necessarily need the big four brand on their door, but see an opportunity to partner with BIG4 to grow their bookings.

“We’ve now got over 90 website partners that are also available to book on big 4.com.au. So big four customers have got more choices and more destinations that they can find to stay, as well as to use their perks plus membership and continue to save.”

Since the pandemic, holiday parks have seen significant growth, and in a time when the cost of living is being widely spread in the media, they offer a great holiday experience for a fraction of the cost, especially for families and groups.

“Holiday parks have seen a real surge in demand, that’s forced a fantastic discovery of the holiday park experience by a whole cohort of customers who may not have looked a holiday park experiences now booking,” Jenner, said.

Big 4 Wye River, VIC. – jumping pillow. (Supplied)

“You get the real benefit of self contained accommodation (in your own cabin) or bringing a campervan or caravan, but you still have those shared experiences like a camp fire or kitchen, or the jumping pillow or pool, so we’ve definitely seen an upshot in those group type bookings.”

What’s popular now?

Queensland has obviously seen really strong growth. Both north and Southeast Queensland’s would be seeing the strongest occupancy, North Coast NSW is strong as well, so too is coastal Victoria, so those places on the Great Ocean Road.

BIG4 Narooma Easts Holiday Park – Splash Park. (Supplied)

“We do still have good availability in some of those locations, especially some with great facilities like indoor pools for those looking to get away for a holiday this winter school break.”

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