Case study
How Away Resorts refreshed their customer strategies through bespoke segmentation
Summary
Away Resorts is a holiday park operator specialising in holiday homes, luxury lodges, caravans, and home lettings and ownership across the UK. Having grown recently from six parks to 27 after a substantial acquisition, the business hypothesised that there may be new customer groups across their wider portfolio of sites. This presented the team with an opportunity to decipher these customers’ demographics and continue to grow the business through engaging and relevant communications.
Company size
1,000 – 5,000
Industry
Leisure, Arts & Entertainment
Products used
Challenge
Laura Miller, Head of Marketing at Away Resorts, highlighted three major challenges that Away Resorts needed to overcome to find out what their customers wanted to get out of their holidays and where the optimal locations for the acquisition of future parks would be:
Reassess how to enhance the efficiency and effectiveness of their marketing spend.
Develop a future capital programme that would be backed by a genuine understanding of what customers want from their bookings, their desires when looking for a holiday park, and which amenities to prioritise investing in.
Attract the right customer demographic by refreshing existing marketing communications and channels.
Result
These insights helped Away Resorts gauge where marketing spend should be focused to target specific segments, how best to distribute campaign spending and how to switch strategic gears to deliver more effectively executed campaigns, including the introduction of new media channels. Plus, it has been particularly beneficial during executive board meetings, where tangible, easily comprehensible customer insights can now be shared with the wider business to bolster decision-making.
This deep dive into customers has enabled Away Resorts to adapt their customer feedback survey on holiday motivations and needs to be met by including questions on customers’ specific interests. The business has confidently leaned into an ‘exploration’ narrative based on the findings, which suggested that their target segment wants to explore beyond the park — partaking in walks, bike rides and other activities.
