2026 will be the year AI fundamentally reshapes how holiday parks are discovered, chosen, and experienced. Not just through marketing – but across distribution, guest communication, on-park experience, and long-term loyalty.
At Key Digital we’re seeing a clear shift:
AI is becoming the first point of influence in the guest journey – often replacing traditional search, comparison, and even front-of-house interactions.
The holiday parks that succeed in 2026 won’t be those chasing the latest tools.
They’ll be the ones embedding AI, owning their guest relationships, and building visibility where decisions now happen.
AI Is Becoming the New Digital Concierge
Guests are no longer just searching – they’re asking AI to recommend.
Instead of browsing ten websites, they’re asking:
- “Which holiday parks are best for families in October?”
- “Where can we stay in Norfolk near good walking and dog-friendly beaches?”
- “Is a lodge or caravan better for a short winter break?”
AI increasingly answers these questions directly, shaping decisions before a guest reaches a booking engine.
What this means for holiday parks
- Fewer traditional clicks
- More influence happening off-site
- Visibility now depends on clarity, structure, and trust, not just rankings
This is why AI-readable content, structured data, and owned channels are becoming critical.
SEO Isn’t Dead – But It Has Evolved
Google’s AI Overviews and generative answers are now dominating the top of the results page.
From our work with holiday parks, we’re seeing:
- Strong rankings but declining click-through
- AI choosing which parks to reference
- Brand authority becoming as important as keywords
From SEO to GEO
In 2026, high-performing parks will combine:
- Technical SEO (speed, mobile, accessibility)
- Generative Engine Optimisation (GEO) – structuring content so AI can confidently understand and recommend it
This is no longer optional. If AI can’t interpret your proposition, it won’t surface your brand.
Demand Diversification Is Now a Strategic Priority
Relying on a single channel – organic search, OTAs, or paid media – is increasingly fragile.
What we’re seeing:
- Meta platforms becoming intent-creation engines, not just remarketing tools
- Short-form videos (like TikTok and YouTube Shorts) are influencing decisions far earlier
- AI-driven feeds rewarding authenticity over polish
The holiday parks performing best are:
- Inspiring first
- Educating second
- Converting later
This is a fundamental shift from performance marketing to brand-led demand creation.
The Role of OTAs
OTAs are a key part of the travel ecosystem – driving new business at top of funnel. However, as they become more prominent in the search results, they are increasingly:
- Being used as a validation step
- Being used as a price-comparison tool
- Less effective at differentiation
The opportunity for parks is clear: build brand demand and direct relationships upstream, then let OTAs play a supporting role – not a defining one.
Owning the Guest Relationship Is the Real Advantage
As AI, OTAs, and third-party platforms insert themselves between guests and operators, ownership of the guest relationship becomes the most valuable asset a holiday park can have.
When the relationship belongs elsewhere:
- Data is fragmented
- Personalisation is limited
- Loyalty is diluted
When parks own the relationship, they control:
- Communication
- Experience
- Insight
- Long-term value
This is where apps, on-park technology, and connected systems move from “nice to have” to core infrastructure.
Apps and On-Park Technology: The Digital Front Desk
Through Holidaymaker, we see apps increasingly becoming the primary guest touchpoint, replacing:
- Printed welcome packs
- Static noticeboards
- Reception bottlenecks
- Generic email communication
In 2026, leading parks will use owned digital platforms to:
- Welcome guests before arrival
- Provide real-time park information
- Promote events, facilities, F&B, and local experiences
- Answer questions instantly with AI
- Drive repeat bookings and ownership journeys
The result is a joined-up, frictionless experience – owned entirely by the park.
From Bookings to Relationships
Owning the guest experience shifts the model from:
- One-off transactions
to - Long-term relationships
Connected data across websites, booking systems, apps, and on-park screens allows parks to:
- Personalise by guest type
- Reduce blanket messaging
- Encourage off-peak and repeat stays
- Nurture holiday home sales naturally over time
AI amplifies this by:
- Anticipating guest needs
- Automating routine interactions
- Delivering relevance at scale
Your Website Still Matters – But Its Role Has Changed
Despite AI-led discovery, your website remains a critical trust and conversion asset.
In 2026 it must function as:
- A credibility source for AI
- A persuasion layer for guests
- A structured data hub
High-performing holiday park websites are:
- Fast and mobile-first
- Clear on who they’re for
- Structured so AI can extract:
- Accommodation types
- Facilities
- Seasonal relevance
- Location and experiences
If AI can’t understand your site, it won’t recommend your park.
Creativity Is the Differentiator in an AI World
As AI floods the web with content, creativity becomes the competitive edge.
Holiday parks that win attention:
- Feel human
- Show real experiences
- Tell authentic stories
- Lead with emotion, not features
- … Deliver great customer service
Technology enables scale — creativity earns trust.
Final Thought from Key Digital
The fundamentals still matter:
- Strong websites
- Clear propositions
- Compelling book-direct offers
- Trust and reassurance
But the parks that thrive in 2026 will:
- Be visible inside AI-driven answers
- Diversify demand sources
- Own the guest relationship end-to-end
- Use AI to enhance, not replace, hospitality
- Combine technology, data, and creativity into a single experience
2026 isn’t about adopting AI tools.
It’s about building holiday park businesses that AI wants to recommend — and guests want to return to.
Holiday Parks, AI & Guest Experience FAQs (2026)
How will AI change the holiday park industry in 2026?
AI will significantly influence how guests discover, research, and choose holiday parks. Decisions will increasingly be shaped by AI-generated answers and recommendations before guests visit a website or booking engine.
Will AI reduce traffic to holiday park websites?
Yes, in many cases. AI-generated summaries and recommendations often answer questions directly, reducing clicks. However, websites remain essential as trusted data sources that AI relies on to recommend brands.
Is SEO still important for holiday parks?
Yes, but it has evolved. Traditional SEO must now be combined with Generative Engine Optimisation (GEO) so AI systems can clearly understand, extract, and trust your content when generating answers.
What is Generative Engine Optimisation (GEO)?
GEO is the practice of structuring content so AI tools can easily interpret and reuse it. This includes clear headings, concise answers, FAQs, structured data, and authoritative, experience-led content.
Why is owning the guest relationship important for holiday parks?
Owning the guest relationship allows holiday parks to control communication, personalise experiences, build loyalty, and reduce reliance on OTAs and third-party platforms that sit between the park and the guest.
How do holiday park apps support direct guest relationships?
Apps act as a digital front desk, enabling parks to communicate directly with guests before arrival, during their stay, and after departure, while supporting personalisation, re-bookings, and loyalty.
What role does on-park technology play in guest experience?
On-park technology connects guests to facilities, events, information, and services in real time, while giving operators better visibility, operational efficiency, and control over the guest journey.
How does AI improve the on-park guest experience?
AI helps answer guest questions instantly, surface relevant information, personalise content, and automate routine interactions, improving satisfaction while reducing pressure on reception teams.
Are OTAs still relevant for holiday parks?
Yes, but their role is changing. OTAs have been the ultimate top-of-funnel sales tool, but they are increasingly sitting later in the booking journey as a comparison or validation channel, rather than the primary source of demand.
How can holiday parks reduce reliance on OTAs?
By building brand demand, owning guest communication through apps and direct channels, offering compelling book-direct benefits, and maintaining ongoing relationships with guests beyond a single stay.
Why is creativity important in an AI-first world?
As AI generates more content, guests respond more strongly to brands that feel human and authentic. Visual storytelling, real experiences, and emotional connection help holiday parks stand out.
What makes a holiday park website AI-ready?
An AI-ready website is fast, mobile-first, clearly structured, and explicit about accommodation types, facilities, location, and guest suitability, allowing AI systems to confidently recommend it.
What should holiday parks focus on first to prepare for AI search?
Holiday parks should focus on:
- Clear positioning and messaging
- Structured, AI-readable content
- Owning guest communication channels
- Connecting websites, booking systems, and apps
- Using AI to enhance, not replace, hospitality
