The investment thesis identified an opportunity for consolidation in UK holiday parks and to provide a mid-market value proposition. The acquisition of 3 holiday park operators brought together 26 parks with a wide variety of accommodation and holiday experiences. Through in depth customer research we identified 4 distinct holiday parks to best cater to customer needs. From here, we examined which parks were best suited to each proposition and what investments would be needed to close any gaps. This also highlighted where divestments or future acquisitions should be prioritised to deliver a nationwide offer. By simplifying the proposition around 4 park “segments”, investment could then be made in developing the brand and optimising operational delivery and formed the backbone for the 5 year value creation plan.