Park Holidays Grows Bookings +9% through Regional Focus

Park Holidays UK is an award-winning UK holiday park operator recognized by the British Travel Awards, Tripadvisor and SPATA. With a nationwide collection of parks, it's one of the UK's most recognized names in the travel and staycation market.

RevWise is Park Holidays' affiliate marketing agency. It leans on Awin’s platform for strategic publisher recruitment and partner diversification, enabling performance-driven affiliate growth.

The challenge

Park Holidays has run its affiliate program on Awin for 18 years, owing to our platform's scale, ease of use, and deep pool of travel affiliates.

But by the time RevWise took over day-to-day management at the start of 2026, the program had hit a bit of a detour.

It had grown reliant on a small handful of affiliate partners. Park Holidays needed a broader, more resilient publisher mix. As a nationwide brand, it also needed a way to drive bookings for specific parks and regions, rather than continually directing holidaymakers to a select number of locations through generic, one-size-fits-all promotions.

In January 2026, revenue was down -30% and bookings had declined -26% vs the previous year. RevWise needed to turn things around.

The recovery plan: quickly diversify the partner base, uncover new publisher verticals, and build a regional strategy that could flex with seasonal demand across the country.

The solution

RevWise kicked things off with a full program audit, supported by its in-house data and research team. From there, the agency combined its own research techniques and tools with Awin's recruitment functionalities and vast partner network to spot high-performing partners and start the outreach plan.

Competitor insights, regional performance, and RevWise’s long-term relationships with several Awin travel partners were all central to the approach.

Bringing destinations to life through content

Park Holidays quickly tapped into a broader mix of publisher verticals, with newcomers like social affiliates and travel content creators bringing a totally new feel to the program. These partners in particular helped Park Holidays build credibility through first-hand, authentic reviews.

From listings on sites like Days Out and Meals Out and Frugal Mum, to dedicated YouTube features, holidaymakers gained a genuine feel for individual parks, building trust ahead of their booking.

Targeting at a regional level

Because Park Holidays operates parks across the UK, driving bookings isn't just about traffic volume. It's about steering demand to specific destinations at specific times, based on seasonal trends and availability.

RevWise applied an increased commission rate to specific destinations. These dynamic campaigns spearheaded Park Holidays’ regional strategy, pairing tailored "region of the month" promotions with strategic exposure.

These first steps also paved a route for a deeper exploration of the Awin platform. One plan is to use Awin’s Commission Flexibility tool to encourage cashback partners to go after new customers or encourage existing customers to visit new parks.

As RevWise Account Director Olivia Jones put it:

“As a travel brand, being able to run dynamic and targeted partnerships and campaigns based on location is key. Awin's Commission Flexibility functionality is great for facilitating this, making it easy to incentivize both the end user and the partner to drive specific bookings at a regional level.”

The results

Within just three months of RevWise managing the Park Holidays program, the diversification and regional strategy had already delivered a turnaround.

A total of 36 new partners were signed up, leading to the number of productive publishers increasing by +50%.

Through more proactive management and access to higher commission rates on regional destinations, top partners finally had a platform to grow. One publisher grew their sales by +233% in the first quarter of RevWise taking over the program.

The momentum continued into the few months that followed. Despite starting the year with a -26% decline in bookings in January vs 2025, by the end of H1 2026, bookings had increased by +9% YoY.

Combined improvements in commission efficiency, publisher diversification, and new social content partnerships helped Park Holidays get more from Awin, which translated to a stronger, more resilient affiliate channel.

"From the vast array of publisher opportunities through the funnel to the dynamic ways of incentivizing publishers and customers, Awin's platform is ideal for travel brands and enables a user-friendly but extensive environment for strategic growth."