Travel Marketing Summit: ‘The most dangerous thing you can do is follow the herd’ – Reflections Holidays CMO on tackling a brand identity crisis

November 15, 2024 7:42

While the holiday parks category is having an identity crisis, with marketing conventions riddled with out-of-date stereotypes, Reflections Holidays is on a journey of rediscovery. When CMO Peter Chapman joined the outdoor hospitality company, he knew a change was needed, and here, he shares why that is, and how he did it.

Closing out Mumbrella’s Travel Marketing Summit last week, the marketing boss shared how the holiday parks category has done a “horrible” job of building itself up to be taken seriously – despite its significance.

According to Chapman, the holiday park business in Australia is worth $4.5 billion a year. For context, the hotels and resort sector is worth $14 billion. So, it’s clearly something worth taking seriously, but because of the aforementioned identity crisis, it is not.

“And that’s been our problem and the thing we’ve got to construct,” Chapman said.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

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