Park Resorts

With 50% of the British population taking a park holiday in their lifetime*, the opportunity existed to engage with a large audience online, where the smallest improvement in conversion can lead to a significant increase in revenue.

Great focus on business value

Yucca's task was to ensure that users could find the right holiday and book it with ease - or enquire about buying their own holiday home, based on location, price, make or model. Yucca needed to respond to a range of internal and external expectations and challenge existing processes, particularly real time holiday availability and dynamic pricing.

Focus was put on meeting the objective of being customer and commercially focused. And features such as including accommodation upgrade prompts, optional extras and the opportunity to convert a holidaymaker into a caravan owner online were subtly integrated.

Ease of use and increased revenues

The holidays and holiday home sales websites launched in April 2010. Users are treated to a seamless journey that wraps up all of their holiday needs, including local events and attractions, as they book or enquire with Park Resorts. The EPiServer CMS allows the marketing team to adapt, react, engage and grow on a daily and weekly basis. The team can update all content, add new pages, new parks, change pricing and much more.

Holiday bookings increased by 7%, time on site increased by 32%, bounce rate reduced by 30.8% and independent user testing rated the design and functionality above competitor sites.

*BH&HPA 2010