The Netherlands has three leading holiday park chains, with a broad portfolio of parks. Though these chains offer their parks at different price ranges, customers have a particular price perception regarding the brand. Price perception plays an important role, since people almost always book directly through the chain itself. This and other insights are derived from recent EY-Parthenon consumer research across 6 countries and multiple travel & leisure categories. Learn more? Please reach out to EY-Parthenon, wouter.vincken@parthenon.ey.com #travel #leisure #price #perception

1. EY-Parthenon | Page 1
Price perception shows strong variation for specific holiday parks, whereas this is an
important metric given that consumers hardly use price comparison websites
A park’s website is the main source of information across age groups,
with search engines strongly gaining share at younger ages
Price perception shows clear variation between source markets, even
for the same brand
Dutch and German consumers overestimate a stay at Roompot and
CenterParcs, yet, substantially underestimate the price of Landal
Holiday Parks
Source: EY-Parthenon analysis

2. EY-Parthenon | Page 2
The own website is a leading source of information, with search engines
gaining popularity among younger consumers
Search for holiday park information, by age1
% of respondents by age bracket, multiple responses possible
Source: Consumer survey; EY-Parthenon analysis
1. Based on the following question: Which of the following sources have you used to find your holiday park?
18 – 24 years 35 – 44 years >55 years
Website of holiday park
Search engine (e.g. Google)
Online comparison website or
travel agent (e.g. Expedia)
42%
37%
17%
66%
31%
21%
67%
12%
9%
1
2
3
Average # of
sources used
1.5 1.5 1.3
Holiday Parks

3. EY-Parthenon | Page 3
Holiday parks are most often booked directly, even when people use online
comparison websites to source information
Holiday Parks
85%
77%
74%
72%
68%
67%
57%
15%
23%
26%
28%
32%
33%
43%
Travel agent office or by phone
Website holiday park
Advertisement (poster, magazine etc.)
Search Engine (e.g. Google)
Holiday park office or by phone
Third party
9
Online advertisement or email
Online comparison website
or travel agent (e.g. Expedia, Booking.com, Trip Advisor)
31
79%
Directly
227
31
43
105
61
Booking method in relation to the source used in information search1,2
%, N
Source: Consumer survey; EY-Parthenon analysis
1. Based on the following question: Which of the following sources have you used to find your holiday park?
2. Based on the following question: Where did you book your holiday park?
Of consumers
booked directly

4. EY-Parthenon | Page 4
Consumers overestimate the price of a stay at Roompot and CenterParcs, yet,
substantially underestimate the price of a holiday at a Landal park
484
579
539
453
690
466
381
537
701
-21%
-22% +50%
Perception versus actual price for consumers from the Netherlands and Germany1,2
€
Source: Consumer survey; EY-Parthenon analysis
1. Based on the following question: What do you think renting a standard 4 person accommodation for a week would cost at the following holiday park?
2. N ~= 200 per brand per country
Holiday Parks
Actual Actual Actual

5. EY-Parthenon | Page 5
There is a significant price spread for parks by brand, yet, consumers appear
anchored at higher priced parks for RP and CP, and the lower for Landal
800
400
0
200
600
1,000
218 – 481Actual price spread 426 – 658 397 – 1,035
381Average price 537 701
Actual
Perception
Perception versus actual price for consumers from the Netherlands and Germany1,2,3
€
Source: Consumer survey; EY-Parthenon analysis
1. Based on the following question: What do you think renting a standard 4 person accommodation for a week would cost at the following holiday park?
2. Actual prices based on a weekend in August ’18 for a 4p bungalow, sampled December 2017
3. N ~= 200 per brand per country
Holiday Parks

6. EY-Parthenon | Page 6
Price perception for consumers from different source markets show
significant differences
483 507 484 453
381
+12%
678
597 579
690
537
+19%
488 466
539
701
Label Actual
+16%
1. Based on the following question: What do you think renting a standard 4 person accommodation for a week would cost at the following holiday park?
2. N ~= 200 per brand per country
Source: Consumer survey; EY-Parthenon analysis
Holiday Parks
Perception versus actual price for consumers from selected countries1,2
€

7. EY-Parthenon | Page 7
EY-Parthenon has ample experience with managing price perception, it is key to
understand the influencers of price perception
Influencers on price perception
Importance of levers
to leisure market
Price Architecture
► Price point development over time
► Pricing differences for contract length
► Range architecture (good – better – best)
► …
Actual Prices
► Key Value Items (and Categories)
► Difference with competitor prices
► Price point policies (e.g. psychological prices)
► …
Promotions
► Discounts and multi-buy incentives
► Temporary offer (op=op)
► Loyalty rewards
► …
Communication
► Out-of-home advertising
► Phrasing of price or product offering (e.g. always low)
► Digital signage of prices
► …
Shopping Experience
► Total basket value
► Customer services / website look and feel
► Product presentation
► …
…. … …
Unimportant lever in leisure market Important lever in leisure market
Source: EY-Parthenon experience
Price perception – influencing factors

8. EY-Parthenon | Page 8
EY-Parthenon has performed this study into a variety of leisure categories in multiple
W-European countries to assess both price perception and other travel/leisure habits
Additional data gathered:
► Travel frequency (also by leisure
/ business
► Booking journey
► General demographics, such as
age, gender and household
income
Consumer country of origin
TTLsub-segment
Airlines
For every of these [TTL players you know], what do you
think the price is for a specified activity?
Hotels
Holiday parks
Cruise operators
Tour operators
Car rental
Casual dining
(only UK)
Sample size (N) ~800 ~800 ~800 ~800 ~800 ~800
Scope of consumer survey

9. Contacts
www.parthenon.ey.com
Bram Kuijpers
+31 621238 008
bram.kuijpers@parthenon.ey.com
Rotterdam
Wouter Vincken
+31 621238 014
wouter.vincken@parthenon.ey.com
Rotterdam
Arjan van der Pal
+31 621238 033
arjan.van.der.pal@parthenon.ey.com
Rotterdam
Olle Tielrooij
+31 629084 326
olle.tielrooij@parthenon.ey.com
Rotterdam

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