Center Parcs stands for responsible tourism – Brand strategy > Brands
High-end, new living concepts, extraordinary experiences close to nature, the Center Parcs brand continues its healthy transformation and emerges as a winner of the Covid years thanks to a smart positioning.
Riding the wave local experiential tourismThe transformation of the Center Parcs brand that began two years ago in the midst of Covid, esp The arrival of Frank Gervais (former European boss of Accor group) at the head of the group in early 2021. placement of “Reinvention 2025” strategic plan capital inflows are paying off and the company’s recovery is accelerating (turnover +26% VS 2019) new shareholders.
740 million euros renovation
The first part of this transformation is the modernization of old parks in support of renewal cycles planned every 7 years. To meet market expectations, Center Parcs is investing 740 million euros in the renovation of its cottages at 29 properties in Europe. (including 7 in France, the first since 1986), are common 4.4 million customers every year. ” Over the past 3 years, Center Parcs has undertaken an extensive plan to overhaul most of the existing cottages and infrastructure. 100% of its domains will be new or renewing by 2024, compared to 90% today “, exactly Olivier Garaïalde, CEO of Center Parcs Europe. The latest sites to open are a showcase for the new Center Parcs model, where tribes cross over from traditional families. For the sign, family now reaches out to colleagues, friends or sports partners to disconnect.“At least 90% of customers live within a 2 or 3 hour drive from popular destinations,” a tourism group spokeswoman said. Far from the exoticism of faraway places, the adventure offered by Center Parcs takes place in vegetable gardens and protected natural areas, in total immersion. An ecological concept that appeals to the countries of Northern Europe and especially to the western countries Scandinavia is a new market for the brand, which will open a brand new site in Denmark in 2024. In France, precisely in New Aquitaine, in the Landes de Gascogne Natural Park, the brand has chosen to establish itself in May 2022 (average occupancy rate of 92% since opening). 8 of the 29 sites are new and reflects the expansion of the network, with flexible offers between comfort, premium and VIP (from €160 to €260 per night on average). A more fluid, streamlined customer journey (interactive reservation terminals in the parks) and a connected wristband given at the entrance makes you more independent.
Nature’s call, the driving credo
Visits to educational farms, gardens, familiarization with permaculture… ecological wave sweeps over holiday villages update the offer around the great outdoors experience. “We want capitalize on exceptional sites and helps our customers better understand nature. Whether on a farm, in the trees or on a houseboat, Adventure Cottage, Beach Chilla or Tales from the Kingdom, the range of accommodation is expanding », Olivier Garaïalde argues. “Learn, do, create”: based on this credo, Center Parcs develops new experiences for its customers, inspired by the local environment of each site. Thus, each property is located in a natural setting consisting of 90% forests and lakes. Respect for the environment is at the heart of the brand’s commitment, which aims to reduce greenhouse gas emissions related to energy consumption by 46% by 2030. (compared to 2019). The entire tourist park is ISO 14001 and ISO 50001 certified and has the Green Key label (waste recycling, energy consumption and water management, etc.). Thus, there are branches of the tourist office in each area. Customers can also take advantage of the local producers’ market and find regional specialties in the park. These initiatives can be extended to all areas of Europe.
New logo, new platform
To epitomize its transformation, Center Parcs has just launched its new brand platform and visual identity. The result of close cooperation with the UK agency DesignStudio, the new simplified Center Parcs logo, which has not changed since 1998, is modernized. “The concept of Center Parcs is based on both people and nature. From these roots, we wanted to convey how people and nature are connected, thus symbolizing that the brand enables everyone to make this reconnection. This has been our guiding vision to reimagine the Center Parcs experience through every touchpoint and unify all communications,” explains Vinay Mistry, Executive Creative Director, DesignStudio. A TV campaign (worth €1.2 million) airing in January and March 2023 accompanies this launch.followed by a poster campaign and digital activation in France.