THE Caravan Industry Association of Australia and BIG4 Holiday Parks
have revealed a multi-year partnership to help
Australia's leisure accommodation market to grow.
BIG4 chief executive Steven Wright said his holiday park network was
looking forward to working more closely with the caravanning and camping
industry's peak body.
"We have a number of exciting initiatives we'll be working on together
including large scale consumer promotions to draw more attention to the
benefits of holidaying in the great outdoors across our beautiful
country," he explained.
“We have been long-term partners of the national body and this new
partnership allows us to work together for the sustainability and growth
of the caravanning and holiday park sectors in Australia."
The agreement provides for the sharing of research, a collaborative
working arrangement with senior management, stronger alignment of
accreditation services and a desire to undertake collaborative marketing
activities designed to stimulate and raise awareness of the industry.
opportunity to capture the attention
CIAA chief executive Stuart Lamont thought the partnership offered "a
great opportunity" to capture the attention of consumers.
"We are excited by the partnership and look forward to working closely
with the BIG4 Holiday Parks family to leverage joint activities," he said.
"There is no doubt that BIG4 is a premium brand in not only the
caravanning and camping space but the broader tourism industry, with
strong consumer recognition.
"We can see much benefit in working together, and the synergies in thought
between the two organisations look to take away some duplication of
services and reinvest these savings into growing the industry."
Mr Wright said the holiday park network was looking forward to working
more closely with Australia's caravanning and camping industry's peak
BIG4 has undergone dramatic transformation in the past 12 months,
introducing a new business model and park descriptor program, whilst
reporting record brand metrics and revenue growth as well as unprecedented
park and staff satisfaction.
Throughout this year of transformation, BIG4 Holiday Parks has been
engaging with the broader industry to ensure it plays a significant role
in developing and nurturing the holiday park sector.
"We have been pleased to be able to provide additional support and
resources to the various national and state associations in the park
industry as well as joining and supporting the broader tourism and
business groups," Mr Wright said.
“We will all benefit when the industry and its members work together to
drive additional economic benefit to our parks throughout regional