Holiday park confidence on the rise

Holiday park confidence on the rise

As summer nears, the holiday park sector’s confidence is on the rise, new research shows.

The Holiday Parks Business Confidence Monitor for August/September 2014 shows confidence levels are at +66, indicating that 66% of respondents are currently more optimistic than pessimistic. This is the same level of confidence as in June/July 2014 and an increase of 17 index points on August/September 2013.

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

“Tracking results shows that confidence has been generally positive throughout winter. With members feeling optimistic overall about demand for the coming month, confidence is now expected to start rising again to be comparable to last year’s summer holiday peaks,” HAPNZ Chief Executive Fergus Brown says.

Demand for the coming month compared to the same month last year increased nine points from July/August 2014 to +27. 36% of members surveyed expected demand to increase, 9% expected it to decrease and 50% expected no change.

The appeal of the local region continues to be the most important factor believed to drive an increase in demand.

‘Competition’ was the most frequently identified reason for a decrease in demand, with weather conditions mentioned less frequently than in July/August 2014.

“As holiday parks welcome spring and look forward to a busy summer, many are investing heavily in building new facilities and upgrading existing products. This investment is essential to ensure that holiday parks meet guest expectations and provide a high quality visitor experience,” Mr Brown says.

* 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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