Our CEO, Tom, and Head of Client Services, Josh, recently headed to Edinburgh for XP Hospitality, joining fellow professionals from across the holiday park and hospitality industries for a day of conversations, insights and networking. 

From AI and the future of holiday bookings to data-led marketing and creating memorable guest experiences, there was plenty to take away from the event. Here’s a look at some of the key discussions and what we’re bringing back to ParkSpark…

Making Connections and Sharing Ideas

The trip began with a networking dinner at The Botanist the evening before the event. It was a great opportunity for Tom and Josh to catch up with familiar faces and meet new people from across the industry, including Park Management System (PMS) providers, smart meter companies and consultants. 

As Tom explained, meeting people in a relaxed setting helped conversations flow more naturally the following day. The event itself also featured some insightful talks, particularly HARPA’s presentation on Scottish tourism and the discussions around AI.

Making Better Use of Data and Marketing

One of the key themes throughout the event was how holiday parks can make more of their existing opportunities. 

Many operators rely heavily on third parties and online travel agents (OTAs) to generate bookings. While these platforms can play an important role, there’s also an opportunity for parks to take a more active approach to their own marketing and pricing strategies.

During conversations with PMS providers and marketing consultants, the importance of using data came up repeatedly. Many parks already have access to valuable information through their booking systems, but the challenge is turning that data into action.

Looking at occupancy levels, booking patterns and customer behaviour can help parks identify opportunities and plan more effective campaigns. For example, understanding which dates need more attention can help shape both short-term and long-term marketing activity. 

This is where ParkSpark comes in. We use data to help inform our clients’ marketing strategies, creating campaigns around their goals rather than relying on guesswork. It’s not about reinventing the wheel, but making better use of the information parks already have.

AI and the Future of Holiday Bookings

AI was another major talking point at XP Hospitality, particularly the growing role of AI agents. 

These tools have the potential to change how people research and book holidays. Imagine asking an AI agent to find a holiday park that suits your needs, compare prices and even make a booking on your behalf.

As this technology develops, holiday parks need to consider how easily their websites and information can be found and understood by AI tools. Having clear website content and a strong digital presence will be increasingly important as people explore new ways to search for holidays. 

It’s an area we’re particularly interested in at ParkSpark. We offer AI visibility services to help businesses improve how they appear in AI-powered search, alongside traditional SEO and digital marketing. 

Selling the Experience, Not Just the Stay

Another interesting topic from the event was the importance of branding and how holiday parks package their stays.

HARPA’s talk on Scottish tourism highlighted the interest in “CoolCations”. Rather than seeing colder weather as a drawback, visitors are embracing the idea of cosy countryside escapes, winter scenery, log cabins and relaxing hot tubs. 

It’s a great example of how the way a holiday park is marketed can influence its appeal. We’re seeing similar ideas across social media, where people are drawn to the experiences and lifestyle that come with a holiday, not just the accommodation. 

It’s something we’re already exploring with our clients at ParkSpark. From romantic breaks to hiking adventures, we’re looking at how parks can package their stays around different interests and audiences. By focusing on what guests want from their holiday, parks can sell the experience, not just the location or facilities.

Taking New Ideas Back to ParkSpark

Overall, XP Hospitality was a valuable opportunity to share ideas, hear different perspectives and reflect on where the holiday park industry is heading. 

The conversations reinforced the importance of combining strong branding, data-led marketing and an understanding of changing customer behaviour. We’re looking forward to continuing this work with our clients, whether that’s creating more relevant campaigns or helping parks improve their visibility as search technology evolves. 

A big thank you to the XP Hospitality team and everyone we had the chance to meet in Edinburgh. We came away with plenty to think about and are looking forward to putting some of those ideas into practice at ParkSpark!