Pathfinder takes on big guns

Ex-BIG4 Holiday Parks chief, Terry Goodall has joined forces with experienced NSW caravan parks manager John Dineen to form Pathfinder Parks, which will be launched to the consumer market later this year.

Goodall, the managing director of Pathfinder Parks, said the new business was developed following extensive research and will offer "a new approach to marketing holiday parks in Australia".

"Our new brand, PathFinder Parks, will revolutionise how holiday parks are promoted," he said. "The market is changing dramatically and we have identified a series of trends and opportunities. Our aim is to establish a collection of unique properties across Australia that can capitalise on the changing market."

"PathFinder Parks is more than just a brand, it's about improving product, delivering better marketing at a park level, providing a great experience for holidaymakers and importantly, delivering a better, measurable return-on-investment for those operators."

Goodall (pictured), who currently operates a number of parks including BIG4 branded properties in his role as managing director of the Goodall Dineen Group, said that Pathfinder Parks is not necessarily out to compete directly with the established players.

Top Tourist Parks, with around 200 branded parks, and BIG4, with around 180, are the clear leaders amongst Australia's holiday park chains.

"Rather than competing with the established brands in the market PathFinder Parks can operate right alongside them," he said.

"The co-branding of parks has long been established in the caravan and camping industry and PathFinder is happy to work with the other brands as we believe we all have a place and PathFinder offers complementary benefits to both park operators and the holidaymaker. It's really up to each operator as to how they wish to work."

"We already have a number of operators on-board and we are offering territorial exclusivity for those park owners who join PathFinder as foundation members – just another of the many advantages PathFinder offers."

Dineen, who has 25 years experience in the operation and marketing of tourism properties said Pathfinder Parks has the intention of creating a focused marketing plan for each park that is "far more individualised and personal in approach".

"PathFinder Parks will have advantages for travellers, from special facilities for people holidaying with their much loved family dog, to offering a sensational cup of coffee in the morning," he said. "We want to create a strong, marketable point of difference for each of our parks."