We Wanted An Agency That Knows Travel Back to Front
BIG4 Holiday Parks is Australia’s leading holiday park group with 180 parks across the country. They have won several prestigious tourism industry awards for their excellence in camping, caravanning and cabin accommodation.
BIG4 Holiday Parks engaged Fastrack Digital to develop a strategy to increase traffic across their website network, drive more direct bookings, and reduce reliance on online travel agencies (OTAs). The brief focused on strengthening their online visibility and implementing new content strategies to attract more travellers and compete more effectively in Google’s organic search results.
Fastrack worked with BIG4 Holiday Parks to improve the performance of their digital ecosystem through a strong focus on SEO and Conversion Rate Optimisation (CRO) to drive more direct bookings. This included resolving technical SEO issues, implementing new content strategies, and continuously testing and optimising key user journeys to increase website conversion rates.
Following strong results, BIG4 also appointed Fastrack to manage their Paid Search campaigns, where we restructured their Google Ads strategy and introduced new tactical, remarketing, and retargeting campaigns to further grow direct bookings and reduce reliance on OTAs.
Fastrack assisted with the launch of the new website by implementing A/B split testing and a comprehensive Conversion Rate Optimisation (CRO) program to continually improve user experience and maximise direct bookings.
Following this, we rolled out a full digital marketing strategy including SEO migrating more than 10,000 pages of content while maintaining almost all existing Google rankings and Paid Search campaigns to capture high-value search demand and drive additional traffic to the website.
“After an extensive search for a digital partner to help drive more direct bookings and move forward the next phase of our digital upgrade, we settled on the Fastrack Digital.
From a pedigree short list, they stood out because of their deep understanding of our sector, married with strong consumer insights, a future focus to our new website build approach and a strong technical and support team to guide us through the huge process.
This coupled with their extensive knowledge of search marketing and direct booking strategy in the travel industry, they used not only the traditional channels, but also industry specific channels such as Sojern, Adara and more, injecting many more new loyal customers into the BIG4 family.
Our faith in their capability has been repaid in spades with them exceeding our expectations and goals across all metrics. I would unreservedly recommend them to anyone contemplating a new digital partner.”
STEVEN WRIGHT
Former CEO BIG4 Holiday Parks
BIG4 is Australia's favourite holiday park network, voted number one for location, experience, cleanliness, and service.
BIG4 Holiday Parks is a marketing cooperative and all parks are franchisees which are individually owned and operated, some by family's and others by corporates such as NRMA Parks & Resorts and Ingenia Holidays.
All BIG4 Holiday Parks are 100% committed to giving you the best holiday experience.
