BIG4 chain celebrates $2m milestone in online bookings

BIG4 Holiday Parks is celebrating its $2 million milestone in online bookings – a mere nine months after launching an online reservations system.

Since September, the business tool has proved a huge success, with sales reaching a million dollars by March.

BIG4 expects to hit $5 million within the next few months and estimates that almost 75 percent of bookings made at its 180 parks come from non BIG4 Holiday Parks Club members or people who would normally book by email or telephone at individual parks.

"This initiative is a win-win for our parks," overjoyed chief executive officer Terry Goodall said.

"The online booking system works seamlessly to bring in new revenue for all participating member parks, which does not come at any additional cost and frees up staff which would normally be busy booking by phone. Those parks that continue to load a good level of inventory onto the site will enjoy the most significant boost to their bottom line."

The system enables member parks to have sites and cabins available in real time for booking and is supported by BIG4 Holiday Parks' comprehensive website, which includes more than 24 pages of information on every park and its surrounding area.

With facilities and park location benefits clearly detailed on the site, customers can make confident holiday booking purchases.

"Interestingly, most of the bookings made via the reservation system take place between 7pm and 9.30pm, reinforcing the fact that evenings are a time when mums and dads are home from work, the family dinner is finished and parents will sit down and book and plan their trip away," Mr Goodall said.

"This is a time when many BIG4 Holiday Parks offices are closed, but BIG4 online consumers are able to make the bookings in parks of their choosing at a time that works for them.

"Another interesting trend emerging is the increase in multiple park bookings.

"Last month, the group saw a total of 26 consumers booking more than two parks, with the average lead time being 99 days, well ahead of the standard 39-day average for bookings overall.

"The current economic climate means families and couples alike are looking for more affordable ways to spend their spare time, and they're now prepared to book well in advance at our holiday parks to ensure they secure a high-sought-after spot."

Mr Goodall said the online booking system created convenience for customers and was also "a real winner for our parks".

"Importantly there is no commission for parks unless the site is generating more than 10 percent of a park's total tourism turnover," he added.

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