Are you listening to your guests? Holiday Park insights from CRP VIC Conference 2025

At this year’s CRP VIC Conference, I gained some inspiring and insightful learnings from the industry that left me eager to share more with you.  Keynote speaker Nick Baker, CEO of Reflections Holidays, reminded outdoor operators of something deceptively simple when it comes to attracting and retaining repeat and loyal guests. He shared that innovation often comes from going back to basics and listening closely to the people who matter most, your guests. 

While cutting expenses is a common conversation among operators when seeking to improve bottom line transformation, the real growth opportunity lies in making smart investments that drive loyalty, repeat visits, and increase revenue. Which, in turn, drives your average spend to build your bottom line rather than detract from it.

Here are the three big takeaways I took from Nick’s session that every holiday park manager and operator should consider. 

1. Make customer feedback a revenue driver.  

Feedback is the foundation for growth in any relationship, with your employees, in relationships, and with your guests. How you collect it, how you respond, and what you do with it matters. So why do so many businesses still treat it as a tick-box exercise instead of a strategy? 

Reflections Holidays demonstrated the power of feedback when they directly tied their Net Promoter Score (NPS) to revenue. The discovery: every single point increase was worth an extra $307,000. 

That insight led to their “glow up kitty,” a dedicated fund for guest-inspired upgrades. The beauty of it was in the simplicity, to modernised amenity blocks, extra firepits, and hammocks: small touches, low cost, but high impact. And importantly, none of these ideas came from a morning tea brainstorm; they came straight from the guests themselves. 

For holiday park operators, the message can be as easy as structured two-way communication that helps your park determine what your guests' needs are and become your growth engine. Running surveys through your PMS or guest portal turns casual comments into measurable improvements. 

Key takeaway:  When you track, act on, and reinvest in guest feedback, you’re not just improving stays; you’re building loyalty and unlocking new revenue streams. 

2. Differentiate with your unique edge.

Guests today aren’t just booking a site to pitch their tent or park the caravan.  They’re seeking experiences that align with their values and maximize their time away. Reflections Holidays spotted this shift early. They knew their edge wasn’t just about location or facilities, but about creating moments that lived up to their ethos: “life is better outside.” 

That simple principle has shaped how they run 41 parks across Australia. And it shows up in small but powerful ways. Take peak season, for example: instead of funnelling guests through a reception line, staff meet people right at their cars for curb-side check-in. Equipped with mobile tools linked directly to their property management system, staff can process arrivals on the spot. The result? Less waiting, smoother verification, tighter security, and a warm welcome that immediately lifts the guest experience. 

Key takeaway:  Differentiation doesn’t always mean significant, flashy changes. Sometimes, it’s the clever, tech-enabled tweaks that set you apart. When your PMS supports contactless check-in and flexible workflows, you’re not just saving time, you’re setting the tone for a better holiday from the moment your guests arrive. 

3. Let API connectivity unlock scale

Any operator knows that when your holiday park(s) are thriving, it is when they can evolve and meet guest demand. That’s where the right campground management software makes a difference. API connectivity is more powerful than it's given credit for and something I am not entirely sure is completely understood by the holiday park community. However, let me start by saying that it’s essential and the foundation that enables operators to connect systems, automate processes, and customize as they scale. 

I have included this in my top three takeaways, as Nick highlighted the launch of Reflections Holidays' Wilderlux site, where traditional camping was reimagined with glamping accommodation based on the growing trend for more luxury camping experiences. This is a perfect example of how an API connection can bridge the gap between you and your PMS. For example, by using a customized API that links your booking engine, guests can book directly with the following:

• Specialised accommodation type (glamping tents vs sites) 

• Add extras to personalise their stay (add-ons) 

• Pay securely online (keep guest data secure) 

It might not sound revolutionary, but without the right technology working behind the scenes, it cannot happen. In short, a true API connectivity allows any business to align operations with bold ideas without manual bottlenecks.  

The takeaway: Scaling doesn’t have to mean complexity. With the right PMS and open APIs, you can grow into new experiences, like glamping, without breaking the flow of your operations. 

Wrapping it up 

It was great to be at this year's CRP VIC conference and hear firsthand from Nick’s perspective on how he has scaled Reflections Holidays with his team. To wrap up what I learned:

• Finding a unique edge that makes guests feel welcome from the moment they arrive 

• Using technology like APIs to scale smarter, not harder 

• Turning guest feedback into real improvements that drive loyalty and revenue 

These aren’t abstract concepts, they’re practical moves that operators like Reflections Holidays are already putting into play. And the good news? With the right PMS and the right mindset, any park can achieve the same results. 

If you’re curious about how these ideas could work in your own park, book a time with me. I’m here to discuss what’s possible and how small changes can lead to big wins for your business and holiday park.