Conversion-Focussed Content Strategy Increases Revenue by over 102% for Nationwide Holiday Park Group

Challenge

The primary challenge for Meadow Bay Villages, a nationwide holiday and residential parks group, is that they compete with established holiday brands that have operated in the market for over 40 years, such as Center Parcs and Haven Holidays.

While Meadow Bay Villages had achieved strong traction and revenue through social media, they lacked the same level of brand awareness in organic search.

Alongside this, there was a concern from the team at Meadow Bay Villages that, although they have locations across England in Northampton, Surrey, Portsmouth and Kent, potential customers often misunderstood the brand. Mistaking it as a pitching fields for campers with personal caravans rather than a full holiday experience in static homes with a diverse range facilities.

So, we devisied a solid content strategy that looked to improve visibility amongst relevant location and holiday searches, while adding clarity around each park's unique offerings.

Solution

In the first year of the campaign, the team explored three ways to approach Meadow Bay Villages' challenges.

Firstly, they began by addressing the lack of organic visibility. We implemented a strategy focusing on non-location-specific optimisations for popular holiday searches. They targeted search intent related to specific holiday types, including ‘hot tub holidays’, ‘romantic weekend breaks’, ‘dog-friendly holidays’, and ‘stag parties’ or ‘hen parties’. This was to build Meadow Bay Villages' nationwide brand as a whole, and it successfully captured relevant traffic and established a baseline for further growth.

Next, it was time to raise organic visibility for each park across England. This strategy involved targeting local geographic areas near the parks to capture local search traffic. For inspiration, they explored the nearest city, landmarks and coastlines to each park, and tapped into specific activities that can be done at each park such as fishing or boating. For example, the team focused on Northamptonshire and Northampton for the Billing Aquadrome site, and the Hampshire coast for the Hayling Island location.

Thirdly, the content strategy was further refined to position Meadow Bay's parks as practical, local alternatives to popular tourist destinations like the Lake District. By collaborating with the team at Meadow Bay Villages to define their tone of voice, the team produced content that compared Meadow Bay Villages' attractions against those of major national chains. These highlight benefits such as reduced travel time and less crowded environments, while, importantly, reinforcing that their parks are not fields for pitching caravans!

Results

After the first year, Meadow Bay has seen fantastic growth due to the team’s comprehensive and pragmatic approach to increasing its awareness and visibility.

So far, the campaign has gained excellent results, which has also translated to a sizeable increase in revenue across the Meadow Bay sites.

Not only have sessions increased YoY by 200.2%, but there has also been a 52.1% YoY increase in bookings, resulting in a YoY revenue increase of over 102%!

Looking ahead, the team will continue to expand on this strategy by targeting those booking for events. For Hayling Island, they look to create content targeting attendees of the Portsmouth Pride event. And, for the Billing Aquadrome site, created content focusing on the British Grand Prix 2027 and beyond, encouraging potential guests to book a year in advance.