Rod Jones, CEO, explains: "The origin of EuroResorts goes all the way back to when I was in my gap year at university, and it started out as a bit of a project from a family point of view. We had a few caravans on a campsite in the south of France. I set up a limited business to gain practical experience for my course, and for my father to have something to do during his retirement, so we formalised it, and it grew from there."
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."
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:
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."
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