What holiday parks can learn from changing guest expectations

September 16, 2025

In a recent episode of the eXPerience Podcast, James Bouldin joined host Dave McRobbie to explore how guest expectations are changing and what that means for holiday parks.

Drawing on more than 15 years of experience across travel, tourism and holiday parks, James shared his thoughts on guest behaviour, technology, AI and the opportunities available to operators willing to embrace change.

Guest expectations are changing, and holiday parks must adapt.

Digital experiences that were once considered innovative are now expected as standard, while new technologies such as AI are creating opportunities to improve both guest satisfaction and operational efficiency.

The guest experience starts long before arrival

For many holidaymakers, their first interaction with a park isn't at reception. It's online.

The booking journey has become one of the most important touchpoints in the guest experience. Yet many parks still make it unnecessarily difficult for guests to find availability, compare options and complete a booking.

James argues that the industry's success ultimately depends on its ability to delight guests.

Whether it's slow-loading search results, confusing availability rules or a lack of flexibility in booking options, even small points of friction can discourage potential guests before they've made a reservation.

Modern guests expect booking a holiday to be as simple as booking a restaurant, ordering a taxi or shopping online. Parks that make the process easy are more likely to win the booking.

Flexibility is becoming a competitive advantage

One trend that continues to gain momentum is the rise of shorter, more flexible breaks.

Rather than committing to a traditional week-long holiday, many travellers are now choosing multiple shorter stays throughout the year. This shift in behaviour has been influenced by changing lifestyles, hybrid working patterns and the flexibility consumers have become accustomed to from platforms such as Airbnb.

For holiday parks, this creates both challenges and opportunities.

While more frequent arrivals and departures require careful operational planning, they can also unlock additional revenue opportunities and appeal to a wider range of guests.

The key is ensuring that systems and processes can support flexibility without creating additional complexity for park teams.

Technology should remove friction, not add it

One of the most common mistakes businesses make is viewing technology as a replacement for people.

In reality, the best technology allows people to focus on what they do best.

Automation can handle repetitive administrative tasks such as booking communications, housekeeping schedules, operational workflows and routine guest enquiries. This frees up teams to spend more time delivering memorable guest experiences.

As James explains, technology should be doing the jobs that staff don't want to spend time doing, allowing them to focus on the interactions that genuinely add value.

The goal isn't less human interaction. It's better human interaction.

AI is changing guest communication

Artificial Intelligence is already beginning to transform the way parks communicate with guests.

Today's AI-powered tools can help answer common questions, provide booking information, suggest upgrades and support guests across multiple communication channels.

What's particularly exciting is that guests increasingly care less about whether they're speaking to a human or an AI system. They care more about receiving accurate, helpful information quickly.

When implemented correctly, AI can provide immediate responses while ensuring staff remain available for more complex or personal interactions.

For holiday parks, this means faster service, improved consistency and a smoother guest journey from booking through to departure.

Reviews have become essential

Before booking a stay, most guests want reassurance from other guests.

Reviews have become one of the most influential factors in travel purchasing decisions, helping potential visitors understand what they can realistically expect from their holiday.

Forward-thinking operators are now looking beyond park-level reviews and exploring ways to showcase feedback on specific accommodation types and experiences.

This level of transparency helps build trust while providing valuable insight into what guests value most.

Listening to guest feedback and acting on it remains one of the most effective ways to improve both operations and occupancy.

Connected systems deliver better results

No single software platform can be the best at everything.

That's why an increasing number of operators are moving towards connected technology ecosystems rather than relying on isolated systems.

From booking channels and guest communication platforms to access control, operations and marketing tools, integration allows parks to build a technology stack that fits their specific needs.

The result is better data flow, fewer manual processes and a more seamless experience for both guests and staff.

Parks can't afford to stand still

The next generation of holidaymakers has grown up in a digital-first world. They expect convenience, speed and personalisation in almost every interaction.

For holiday parks, the challenge is not simply adopting new technology. It's adopting technology that genuinely improves the guest experience.

The parks that thrive in the coming years will be those that embrace automation, reduce friction in the guest journey and continue listening to what their guests actually want.

Technology alone won't create great holidays.

But used effectively, it can help create the seamless experiences that modern guests increasingly expect.