BIG4 Holiday Parks’ foray into online bookings has proved so successful
it is now moving to a centralised system.
Known as BIG4 PAM - Park Accommodation Management - it is being hailed as
a first for Australia's caravan and camping industry in Australia, and was
modelled on Kampgrounds of America’s KampSite system.
Five BIG4 parks are already using the simple, all-in-one web-based system
for accommodation management and BIG4 aims to have all its parks using it
within the next three years..
It is claimed it will not only improve the day-to-day operation of each
member park and increase revenue, but will arm the group with valuable
consumer insights, improving its ability to market to different customer
groups.
The system will enable parks to track all room allocation in real time,
removing the ongoing task of uploading inventory and ensuring they are not
missing out on any potential business.
BIG4 said all reports from the parks trialling PAM have been extremely
positive.
The chain's new website, featuring 24-pages for each of its 180-plus
parks, has generated more than $6 million in bookings.
The increased revenue is now averaging more than $1 million each month,
with between $10 million and $12 million of online revenue forecast for
the financial year.
BIG4 Holiday Parks chief executive officer Terry Goodall commented: "An
upgraded, centralised system will only add to this increased revenue our
parks are already enjoying.
"One of the key advantages with BIG4 PAM is the removal of the need to
constantly upload room inventory to the system.
"Typically, people will book a holiday between 30-40 days out, but
potentially up to a year out, so by having a comprehensive offering of
room availability our parks can capture that business then and there. We
don't even like to think how much business our parks may have missed out
on where inventory wasn't loaded!"
Mr Goodall said the relationship with Kampgrounds of America enabled BIG4
to share best practice and adopt systems like PAM.
"These initiatives all provide a better customer experience and further
cement our position as market leader," he said.
Mr Goodall explained that Kampgrounds of America’s proven track record
with the system had enabled BIG4 to recommend this system to its parks
with uncompromised confidence.
"KOA has been using this online accommodation management system at 100
percent of its parks for three years now, with the system providing great
benefits to its 400-plus parks.
"While our system has some similar functions, we know from KOA's
experience with their model that there is significant potential to
increase revenue and further build our brand with a centralised system,"
he said.
KOA chairman and chief executive officer Jim D. Rogers said its
centralised park management system provided benefits for both guests
and park owners.
"Today's hospitality guests want recognition, customised services, and
technologically advanced conveniences. KOA's centralised park management
system allows us to serve guests with the most advanced hi tech/high touch
technology in the outdoor hospitality sector.
"Over the last three years, over a million bookings have been made
directly online, with the average booking $120 giving a total revenue
value of $120 million.
"Currently 30 percent of all bookings taken are made through KOA's
centralised park channel, which is growing.
"The guest data has allowed us to launch the first automated loyalty
rewards frequent camper program in North America.
"It also serves as the basis for our comprehensive guest feedback research
which allows targeting very specific service and marketing opportunities
by camper and park.
"Developed by park owners, the system includes financial, accounting and
reservations systems they needed to optimise the park business."
