client story

UK holiday park operator

Post merger integration of 3 holiday home park operators and development of nationwide proposition

What we did:

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.

Business outcomes:

  • Redefined the holiday park proposition around 4 key propositions to appeal to target customer groups
  • Developed 5 year plan & investment case to redevelop parks around target proposition

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