Tasman Holiday Parks

Tasman Holiday Parks' network of 45+ parks across Australia and New Zealand serves travellers at every stage of a trip decision: from casually exploring a region to see what's there, to comparing parks on amenities and surroundings, to returning ready to book a cabin or site on a specific weekend. The previous platform, stitched from disconnected systems, served none of these intents well. A user exploring a region might find no path to its parks; a user ready to book might lose trust in the handoff. The challenge was a single platform that held all of those journeys at once.

The team rebuilt the experience to follow the trip itself, not the booking flow underneath it. The new brand, launched alongside, was written to capture what a stay at a Tasman park actually feels like: the arrival, the slow days, the memory that lingers long after the drive home. Regional pages became gateways into the parks within them. Park pages distilled amenities, activities and surroundings into clear snapshots. The platform finally matched the experience guests already have at the parks, and gave the new brand somewhere honest to live.

The new website places Tasman Holiday Parks in the top bracket of holiday park providers across Australia and New Zealand. The new brand landed well, internally and with guests, and the platform gave it room to be the brand rather than a compromised version of it. Commercially, the months following launch produced meaningful lifts in users, purchases and revenue. The bigger shift is what Tasman Holiday Parks can now do: opening a new park or region is a content update, not a build.

Regional landing pages became gateways into the parks within each region, capturing the moment a traveller is still deciding where to go. Park pages distilled amenities, activities and what's nearby into snapshots that gave users enough to commit before reaching the booking flow. A custom booking widget integrated with NewBook is present along the user journey, so the inspiration content and the booking handoff sit on the same surface rather than feeling like two separate platforms.The SEO migration was treated as part of the design work, not a post-launch concern. Site-wide URL duplication was removed by collapsing redundant /au/ and /nz/ paths for new content, while original park page URLs were retained to preserve traffic. Over 90% of legacy traffic carried through the brand transition.Accessibility was built into the foundation rather than retrofitted: semantic structure, keyboard navigation, meaningful alt text, properly implemented form fields. The platform runs on Craft CMS, which means adding a park, opening a region or releasing a seasonal campaign is now a routine task for the marketing team. The previous build needed development resourcing for changes that should have been routine.