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Growth was organic and disciplined. "The early years, we were not very flamboyant," Rod said. "It was long hours, and we didn't take out big wages or big salaries or you know have nice expensive holidays. We reinvested profits back into the business to grow organically… here we are today, 27 years later."
Today, EuroResorts operates across 14 campsites. "Most of the campsites were looking to expand, but perhaps didn't have the capital to expand at that time," Rod said. "They were looking for tour operators to come in and work with them and also diversify the market."
The Challenge: Competing on Service, Not Just Price
As EuroResorts grew, Rod faced a common challenge: standing out in a crowded market. The company's positioning centers on quality combined with strong value. Rod described "the quality of the campsite" and "knowing our customer base" as key advantages, enabling them to deliver "hotel resort facilities at villa prices," particularly in low season and winter long-stay markets.
But competing on price alone wasn't sustainable. "It's about delivering value and it's delivering quality of service, so that that's something where you're not on a race to the bottom with prices because it's about the services as well, price is very hard to compete on, but service is something you can distinguish yourself with," he said.
As online booking took off, EuroResorts moved from brochures and agents toward direct online sales and a strong website presence, setting the stage for investment in back-end systems.
The core challenges were clear:
- Avoiding price wars in a crowded tour operator market
- Maintaining quality standards across multiple campsite partnerships
- Embracing digital transformation while preserving personalised service
The Solution: Strategic Property Management Software Partnership
In 2013, EuroResorts partnered with Maxxton, prioritising long-term evolution. "We wanted a system that evolves so that we didn't have to change our system every few years," Rod said. "Maxxton evolves as the technology evolves, and that's been really important for us." He called Maxxton "one of our key strategic partners."
Multi-Channel Distribution and Market Diversification
With Maxxton's distribution tools, EuroResorts uses OTAs strategically to spread risk and reach new guests. After the pandemic, they "partnered with OTAs to bring in customers from different locations" to "complement our existing direct bookings and fill other markets when they have different booking dates and different price points as well." This reduced UK/Ireland reliance from 90% to a more balanced customer base. OTAs also extend reach into markets where EuroResorts lacks resources. "We've used it strategically so where we don't have the resource to target the French, German, or the Nordic markets," Rod said. Partners "provide the customer service leg of that, all the call centre and everything else and the language skills that come with that," delivering "a big, big boost" and "a really good option for us moving forward."
Direct Booking Optimisation
The EuroResorts website, powered by Maxxton's Web Manager, targets UK and Irish guests seeking, as Rod described, "taking a bit of home and putting it in a nice warm climate." The site delivers British and Irish-friendly information with a modern booking experience. Rod emphasises differentiation: "There's a plethora of OTAs who provide very similar accommodation. How do you start to differentiate? For us, it's a cutting-edge website where you can get the information really fast, and highly personalised, you can be guaranteed that emplacement, removing any uncertainty from the booking process." Repeat guests drive the direct channel. "We've got a very high level of repeat customers," Rod said. "It's easy for them to log into their account, which again the technology provides us with that solution to do so and rebook again. They are recognised as an existing customer, they get benefits as an existing customer.""
Automation That Maintains Personal Touch
Behind the scenes, automation supports service quality. Rod emphasized "maintaining those values of high customer service, everything correct at the right time, all the information, the accuracy, and the automated approach such as balance reminders." These messages are "very important for the customer to get at the right time, very important for the business as well from cash flow," and "highly important to how the customer is engaged all the way through their booking process and beyond with us." Guests appreciate this approach. "They're highly appreciated by the customers because they don't have to call; the information's there waiting for them," Rod said. "Sometimes it's prompted, sometimes it's unprompted, the system can handle it, and that's really useful because the customer can get the information they want when they want it."
The Results: Efficiency, Growth, and Partnership
EuroResorts leverages Maxxton’s dynamic pricing and smart guest allocation across larger campsites. "We've seen great benefits of the priority allocation and the dynamic pricing. We have a lot of accommodation, so it does bring great efficiencies to that," Rod said.
On smaller or new sites, the team balances automation with human judgment. For new openings, "we like to have a training period when we're onboarding a new resort as well, and that means we're kind of plugged into what's going on on a regular basis," enabling them to "rapidly learn and understand if this is something strategically we want to develop for the future."
Rod credits the partnership with enabling quality at scale. "Partnering with Maxxton, with the automation of the software systems, has helped us to really focus on our customer service."
“Partnering with Maxxton, with the automation of the software systems, has helped us to really focus on our customer service.”
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Rod Jones CEO, Euroresorts
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