G’day Parks aim for 30% growth in digital revenue during the upcoming financial year

The G’day Parks brand is aiming for 30% growth in digital revenue in the 2023-24 financial year, spurred on by increased uptake of its digital platforms and the continued attraction to regional travel with cost-of-living pressures.

The G’day Group owned brand has strong momentum to build on, having doubled its digital revenue and surpassed 200,000 G’day Rewards loyalty members in the past 12 months. Since launching in 2020 as the evolution of Top Parks, G’day Parks has gone from strength to strength and now boasts more than 300 holiday parks in its network.

The holiday park industry accounted for 60 million visitor nights in 2022 and a recent survey of G’day Parks customers showed a strong appetite for regional travel – around 70% of the 19,000 respondents indicated they intended to travel domestically in the next three months.

G’day Group Chief Marketing Officer Lahnee White said that the brand was well positioned to capitalise on the continued demand for domestic tourism thanks to the value and convenience it offered customers through its digital platforms.

White shared “30% might seem ambitious but we’re confident we can get there because we have fantastic digital tools at our disposal and the evidence is in the numbers – we’ve averaged more than 10,000 new downloads of our app each month and added nearly 50,000 new paid G’day Rewards members in the past two years alone.

“However, the majority of G’day Parks customers still book directly either over the phone or in-park, so we have a huge opportunity for digital conversion by simplifying the search and booking process and taking the pressure off the park reception teams.

“This year, we’re doubling our marketing spend to capture new customers and show existing ones that the app and website offer an easier and more convenient way to book a regional getaway at more than 300 parks around Australia.”

In the past six months, G’day Parks has invested heavily in marketing to grow awareness of its digital channels, launching a national campaign over summer that included becoming the exclusive sponsor of Hamish & Andy’s #1 comedy podcast. It also recently teamed up with leading Australian brands including Shell, The Good Guys Commercial and Flybuys to give away more than 100 prizes to celebrate the fifth anniversary of G’day Rewards. The ever popular ‘win free fuel for a year’ campaign is also running through until the end of August, with anyone who books a stay at a G’day Parks on the app eligible to win.

White added “our digital platforms are fully integrated with our G’day Rewards loyalty program, which provides great incentives such as a fuel, car hire and accommodation discounts, and FlyBuys and Velocity Frequent Flyer points. This ensures our customers’ dollars stretch further, which is an attractive proposition in the current economic climate.

“Importantly, having an engaged network of more than 200,000 members provides great value for our member parks. Our members spend more and stay longer – on average, they contribute more than half a million dollars in additional revenue per park and they are also a significant source of new customers as 70% of member bookings are made by customers visiting a particular park for the first time.”

More information on G’day Parks at gdayparks.com.au/