Franchise marketing for holiday parks and campsites generates direct bookings for each park by being findable by region, facilities and type of accommodation, including in AI travel assistants. We take over that marketing for head office: one central approach, carried out locally for each park.
What makes marketing for holiday park chains different?
Holidaymakers search by region, facilities (swimming pool, pets, child-friendly) and type of stay. They plan weeks to months ahead and compare intensively on images and reviews.
That is why franchise marketing for holiday parks and campsites does not start with the brand, but with the moment when a customer nearby makes a choice.
How do holidaymakers search for holiday parks and campsites?
Customers rarely search for the franchise brand's name. They search for their question and choose from whatever appears nearby.
| Search query | What the location needs in order to be chosen |
|---|---|
| holiday park with swimming pool [region] | Clear facilities for each park |
| dog-friendly campsite | Pet policy for each park |
| chalet rental [region] | Accommodation types for each park |
| last-minute holiday park | Up-to-date availability and offers |
How the same question sounds in an AI assistant
In ChatGPT, Gemini or Google AI Overviews, holidaymakers ask longer questions, for example: "Which holiday park in Limburg has an indoor swimming pool, allows dogs and still has availability in May?" An AI can only recommend a park if those details are literally stated in the profile, reviews and location page. That is why we combine local findability with Google Business Profile management for franchises.
What goes wrong at holiday park chains?
A head office's marketing team often only spots these problems when franchisees complain about them. We look for them in advance.
Facilities not listed per park
Generic texts without the unique facilities of each park.
Outdated seasonal information
Opening periods and prices are incorrect.
Reviews about maintenance
Critical reviews receive no response.
Too dependent on platforms
Direct bookings lag behind.
Our approach for holiday parks and campsites
For each channel, we set out what we do for holiday parks and campsites. In the scan, we test the order against the figures for your locations.
| Channel | Use for holiday parks and campsites |
|---|---|
| Park pages | Facilities, accommodation, surroundings and direct booking |
| Google Business Profile | Attributes, seasonal opening hours, photos |
| Google Ads | Campaigns by region and facilities during the booking season |
| Social media | Atmosphere and activities per park |
| Re-engaging last year's guests |
No time or expertise in-house? Leave your franchise marketing to us.
Rules and points of attention for holiday parks and campsites
State prices including mandatory additional costs (such as cleaning and booking fees and tourist tax). Do not show guests without their consent.
We record these agreements in the style guide for the franchise brand, so that every location does the same. If there is legal doubt, we consult your lawyer.
What does better visibility deliver for holiday park chains?
The NFV service sector, under which we classify holiday parks and campsites, had 375 franchise brands with 9,721 locations and €4.7 billion in revenue in 2025. That is an average of around €483,000 in revenue per location per year. The worked example below shows the revenue effect at which the Growth package pays for itself.
| Item | Amount |
|---|---|
| Average revenue per location per year | €483,489 |
| Per month | €40,291 |
| 1% extra revenue per year | €4,835 |
| Cost of Growth package per year | €3,000 |
| Break-even point: required revenue growth | 0.62% |
Which KPIs matter for holiday park chains?
In addition to the standard KPIs in our monthly report (visibility, customer actions, reviews and position in Maps), in this sector we also look at:
| KPI | Why |
|---|---|
| Direct bookings per park | Return on investment |
| Bookings from previous guests | Value of email |
| Occupancy outside the season | Effect of promotions |
When should you plan marketing for holiday parks and campsites?
The booking season starts after the holidays in January; last-minute bookings peak in the spring and autumn shoulder seasons. If you only start when the peak begins, you are too late. We prepare profiles and campaigns a month in advance.
How do we get started with franchise marketing for holiday parks and campsites?
No big upfront project, but a ninety-day plan. During that period we set up the foundations, run the first campaigns and deliver a report per location. After that, you decide whether we roll out to all holiday parks in your franchise brand.
| Period | What we do |
|---|---|
| Weeks 1-2 | Baseline measurement at three locations for searches such as holiday park with swimming pool [region] and dog-friendly campsite, plus an AI test with fixed questions |
| Weeks 3-4 | Park pages: facilities, accommodation, surroundings and direct booking |
| Month 2 | Google Business Profile and Google Ads: campaigns by region and facilities during the booking season |
| Month 3 | Social media live and first monthly report with direct bookings per park and bookings from previous guests |
Checklist: is your holiday park franchise in good shape online?
- Clear facilities for each park
- Pet policy for each park
- Accommodation types for each park
- Up-to-date availability and offers
- Email: re-engaging last year's guests
Can you not tick off every point for every location? Then the free scan shows exactly where the gains are.
Who works on franchise marketing for holiday parks and campsites?
Our permanent team works on franchise marketing for holiday parks and campsites: founder Gijs Bodenstaff maintains contact with your head office, Angela analyses local findability and leads per location, Elisabeth manages local Google Ads and Peter builds local authority. Ten regular freelancers, trained by us, take care of profile management and reviews per location. Read more about Franchise-Marketing.nl.
Related sectors and services for holiday parks and campsites
This page belongs to franchise marketing for service businesses. Comparable sectors are franchise marketing for insurance brokers and marketing for hotel chains. For holiday parks and campsites we focus mainly on paid search for franchises and newsletters per location. For more on costs, see a marketing agency for multiple locations; you can start with hybrid franchise marketing.
Frequently asked questions about franchise marketing for holiday parks and campsites
When should campaigns for the summer start?
How do we make each park unique in Google?
What do franchisees of holiday park chains notice from this?
Holiday parks: can customers find our locations through AI assistants?
How quickly do holiday park chains see results?
Holiday parks: do you sign the contract with head office or with each location?
How do holidaymakers search for a holiday park or campsite in a region?
How can a holiday park chain get more direct bookings instead of bookings via platforms?
Which pricing rules apply to marketing for holiday parks and campsites?
Which KPIs matter for a holiday park chain besides visibility and reviews?
Sources
Gijs Bodenstaff
Franchise marketer, local SEO and GEO specialist, author
Curious how the locations of your holiday park franchise are doing? Request the free scan of three locations.