Holiday parks feeling winter chill

Holiday parks feeling winter chill

Holiday park owners are experiencing the chill of winter but the majority are still feeling positive about their business outlook.

The Holiday Parks Business Confidence Monitor for June/July shows confidence levels are at +30, indicating that 30% more respondents are currently optimistic than pessimistic.

This is the lowest level of confidence since the Holiday Parks Business Confidence Monitor began in December 2012/January 2013. Confidence levels have dropped from +45 in May/June and a peak of +73 in March/April.

Business confidence for the next 12 months also decreased to +55, down 13 points from May/June 2013.

The Holiday Parks Business Confidence Monitor, developed and managed by Angus & Associates*, surveys the Holiday Parks Association New Zealand’s (HAPNZ) 300 members.

HAPNZ Chief Executive Fergus Brown says winter weather affects holiday park owners’ general outlook. Weather conditions were cited as the most important negative influence on demand, while the appeal of the local area continues to be the most important factor in bringing people to holiday parks.

“This reflects the fact that winter weather provides a boost to holiday parks in some areas, particularly near ski fields,” Mr Brown says.

“It will be interesting to see if confidence picks up as we go into spring. We are looking forward to tracking seasonal trends when we have 12 months of data.”

37% of the HAPNZ members completing the latest monitor said demand in June/July was down on the same time last year, and 29% felt demand had increased. 31% thought there was no change from June/July 2012.

For the coming July/August period, which will cover the July school holidays, 48% of respondents expected no change in demand levels compared with last year. 21% expected demand to increase and 24% expected a decrease.

* Angus & Associates is a premier supplier of marketing, research and strategic planning services. They are focused on delivering informed insights for a range of private and public sector clients, particularly within the tourism and leisure sectors.
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