One holiday park, different guests: making communication more relevant

The same park can mean different things to different people

On one pitch, a couple are preparing for a day’s walking. Across the park, a family is working out how to fit swimming, lunch and the children’s entertainment into one afternoon. A holiday home owner is arriving for the weekend and wants to know what has changed since their last visit.

They share the same facilities, but their priorities are different.

When everyone receives the same information, useful details can get lost among messages that feel irrelevant. Guests have more to sort through, while your team has fewer opportunities to guide them towards experiences they might value.

A more connected guest journey helps you understand those different needs and respond with greater relevance.

Start with the information guests choose to share

The most useful insight can begin with a simple question. Are guests interested in family activities, walking routes, dining or local attractions?

Preferences can help your team make content easier to discover. They should also be easy for guests to update as their interests change.

Booking information may add context, such as the dates of a stay, accommodation type or the park being visited. Where your systems can reliably connect that information, you can use it to make practical messages more appropriate.

For example, arrival instructions for touring guests can differ from guidance for a family staying in a lodge. Guests approaching the end of their break may need departure information that would be less useful on their first morning.

Use behaviour as a clue, not a conclusion

A guest who looks at an activity page has shown interest in that content. They have not necessarily booked it, and one visit to a page does not tell you everything about their holiday.

Taken together, engagement patterns can still help you understand which information attracts attention. If walking routes are frequently viewed, your team might make trail details more prominent and ensure the directions are clear.

Where guests have the relevant permissions enabled, location-aware content can also help at a particular moment. Someone approaching the activity centre might see information about what takes place there. The message should be useful even if they decide not to take part.

Make each message earn its place

Consider three opportunities across the park:

• A guest preparing to arrive receives clear directions and an invitation to explore the park map.
• A family browsing the activity programme finds details of age suitability, prices and how to reserve a place.
• A holiday home owner sees an update about an owner event, with the information needed to decide whether to attend.

Each communication has a purpose and a clear audience. The content takes guests towards something useful rather than asking them to work out why it matters to them.

Review the messages different teams send across the same period. Reception, entertainment and marketing may each have good reasons to communicate, but guests experience them together.

Connect insight with the right action

Audience segments become more valuable when staff can use them to solve an operational or commercial problem.

If guests are engaging with wet-weather activities, make the current programme easy to find. If returning guests are interested in quieter breaks, make sure they can explore suitable dates and accommodation.

The next step may be information in the app, a push notification, an email or a conversation with the team. The right choice depends on the guest’s permissions, the urgency of the message and the channels available to you.

Connections to booking or other systems may be needed to identify a particular stay or confirm a completed reservation. Agree what information is available before promising a personalised journey.

Keep trust at the centre of the relationship

Explain what information you collect and why it helps the guest. Give people clear choices about marketing and device permissions, and make it straightforward to change those choices.

Relevance should feel helpful rather than intrusive. A guest who checks a pool opening time should not be overwhelmed with unrelated messages for the rest of their stay.

Review feedback and opt-outs alongside engagement. They can tell you when the balance needs to change.

Begin with one audience and one need

Choose a group your team already understands and a specific problem you can help solve. Improve the information they receive, make the next step clear and review whether it helped.

Over time, a better understanding of different guests can help your park provide a more personal experience at scale, while giving your team a clearer basis for decisions.

Want to make guest communication more relevant across your park? Explore n-gage.io for holiday parks and talk to us about your guest journey.