Name change for Top Tourist
Australia's biggest holiday park chain targets non-caravan crowd with multi-million dollar rebrandIn a move that caters to the increasingly popular and lucrative holiday park cabin market, South Australian-based Top Tourist Parks has changed its name to Top Parks.
As part of a multi-million dollar national rebrand, it says it has created three new categories of parks – Top Caravan Parks, Top Holiday Parks and Top Resort Parks – to make it easier for travelers to find a park that best suits their needs and budget.
Under the new system, Top Caravan Parks will be a more basic, traditional style caravan park catering primarily to RV travelers; Top Holiday Parks will be more family-friendly with extra cabins and facilities, while Top Resort Parks will be more like five-star mini resorts.
"We are smashing the myth that holiday parks are only for travellers with a caravan," said Top Tourist Parks CEO Stuart Livingstone.
The nationwide rollout of Top Parks is expected to be completed early next year and Top Tourist Parks of Australia will remain the company's holding name.
"This name change will make our brand the most looked for and recalled in Australia," Livingstone said.
"Top Parks rolls off the tongue more easily and these changes will make our tourism brand more relevant and recognisable to people who love the great outdoors and the types of amazing holiday experiences our parks provide."
Livingstone said the new park categories came out of research clearly showing that people were seeking different experiences from their stay.
"Some travellers may want a quiet, grassy spot to park their caravan or pitch a tent however others may want more such as a luxury cabin or villa, jumping pillow, waterpark and swimming pool for the kids," he said.
"Top Parks offers the complete holiday experience at some of the most prime locations around Australia with multi-million dollar ocean views as well as pet friendly parks."
Established in 1985, Top Parks currently has around 100,000 members who receive discounts at around 200 affiliated parks. Its biggest rival, Big4 Holiday Parks started in 1979 and has around 180 affiliated parks and more than 150,000 members.
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