One of our long-standing holiday park clients recently contacted us with an urgent issue: several guests had arrived expecting to stay in luxurious “treehouse” glamping accommodation. The problem? The park has never offered this type of stay.
The guests had unknowingly booked through a fraudulent overseas website that had cloned the park’s branding, images, and content. The scam site looked professional and had even taken payment for fake holidays.
The park turned to Key Digital for fast, practical advice – to protect its reputation and support affected guests.
Our Response: 5 Key Steps to Take Immediately
We helped the park take quick and effective action across five key areas:
- Report the Scam
- Publicly Disavow the Scam
- Inform Guests and Manage Expectations
- Monitor and Investigate Further
- Prevent Future Incidents
1. Report the Scam
Reporting is essential for legal protection, guest refunds, and to initiate takedowns.
- Report to Action Fraud UK: actionfraud.police.uk or call 0300 123 2040
- Report to the National Cyber Security Centre (NCSC): Submit suspicious websites here
- Contact the hosting provider: Use a WHOIS lookup tool to identify the host and file an abuse report
- Flag the site to Google Safe Browsing: Submit fake site here
Creating a formal record helps with insurance, guest refunds, and future legal protection.
2. Publicly Disavow the Scam
Make it immediately clear that the scam has nothing to do with your business.
Add a Homepage Alert
We are aware of a scam website falsely advertising treehouse accommodation at XYZ Holiday Park. We do not offer treehouses and are not affiliated with this website. Please contact us directly if you’re unsure about your booking.
Create a Scam Alert Page
Include:
- Screenshots of the fake website
- Official booking links and contact details
- Clear advice for victims on how to report the fraud
Example Content for Scam Alert Page
Scam Booking Alert – Important Guest Information
We have been made aware of a fraudulent website advertising fake treehouse accommodation at XYZ Holiday Park. Please note that:
- XYZ Holiday Park does not offer treehouse accommodation
- Our official website is www.xyzholidaypark.co.uk
- Contact us on 01234 567890 or info@xyzholidaypark.co.uk
If you believe you’ve been scammed:
- Speak to our reception team – we’ll advise as best we can
- Report to Action Fraud: www.actionfraud.police.uk
- Contact your bank or card provider
3. Inform Guests and Manage Expectations
Your team plays a key role in identifying and managing these situations:
- Brief reception staff on signs of scam bookings
- Prepare a printed leaflet or PDF to explain the situation
- Train your team to respond with empathy and clarity
4. Monitor & Investigate Further
Continue to track any further activity or online mentions:
- Set up Google Alerts (e.g. “XYZ treehouse holiday”)
- Search social media and review sites for false listings
- Check affiliate listings or fake OTA pages
- Post warnings on your social media channels
- Prepare a staff FAQ document for consistent messaging
5. Prevent Future Scams
- Use verification seals and list your site on trusted directories (e.g. BH&HPA, VisitEngland, TripAdvisor)
- Add schema.org markup (LocalBusiness or Campground) for SEO authenticity
- Clearly display copyright notices and booking terms
- Promote direct bookings through your official site
- Consider monitoring tools to alert you to copycats or misuse
Outcome
The park responded quickly and professionally. Their Scam Alert page continues to help future visitors identify the real website and avoid confusion. The incident was managed transparently and effectively, helping to preserve trust and avoid reputational damage.
FAQs – Dealing with a Cloned Website
Q. What is website cloning?
A cloned website is a copy of your real website, often used by scammers to trick users into paying or sharing data.
Q. Why would someone clone my holiday park website?
To collect fraudulent payments or steal guest information through fake bookings.
Q. Can guests get their money back?
Often yes – especially if they paid by card. A police or fraud report will usually be needed to support a refund claim.
Q. How long does it take to remove a cloned site?
It varies, but takedowns typically take anywhere from a few days to several weeks, depending on the host and domain registrar.
Q. Can I stop it happening again?
Not entirely, but you can reduce the risk by using schema, displaying trust signals, promoting your official booking channels, and monitoring your online presence.
Need Help?
Our team offers immediate support, practical steps, and preventative strategies tailored to holiday parks and hospitality businesses.
