Founded in 1970, De Krim started as a small initiative to bring more visitors to the northern part of Texel. Today, it has grown into a large operation with multiple holiday parks, campsites, a golf course, and a hotel. But what makes De Krim special is how it manages the entire guest lifecycle, guiding visitors from their first search to their return visit.
We sat down with Jolanda Kamphuis, Commercial Director of De Krim, to discuss how they use technology, personalisation, and destination marketing to create great guest experiences.
Guiding guests to Texel
For De Krim, the guest experience begins long before a booking is made. Unlike hotels, where guests often search for a specific brand, holiday parks are chosen after a destination has already been decided. Texel is the main attraction, and De Krim’s job is to ensure that when visitors start planning their trip, they find the right park to match their expectations.
"Well, from De Krim’s perspective, we must first recognise that we engage in destination marketing," Jolanda explains. "Guests primarily come to Texel because of Texel itself. But within Texel, we have different types of holiday parks - some with lots of facilities and others with very few. Our branding and targeting are tailored to the type of guest that fits each park."
To do this, De Krim relies on lifestyle segmentation, a model that categorises guests into different travel types.
"This segmentation categorises guests into groups such as 'pleasure seekers' or 'adventure seekers,'" Jolanda explains. "Each park has a defined target group based on these categories. For example, Holiday Park De Krim is specifically designed for pleasure seekers - typically families. We have multi-generational accommodations, a large camping area, extensive sports and recreation facilities, entertainment, and even a large event hall."
For others, the appeal of Texel is its natural beauty and quiet escapes.
"Meanwhile, in the south of Texel, we have a holiday park with almost no facilities - just a small outdoor pool and some recreational activities during school vacations," Jolanda continues. "That park attracts guests who are more interested in nature and the authentic Texel experience. The key is ensuring that guests are matched with the right location during the booking process. The same type of chalet might exist in both parks, but the right guest must end up in the right place."
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Maxxton plays an important role in this process. The built-in CMS tool makes it easy to show the right content, visuals, and search filters to help guests find the best park for them from the start. This is especially helpful when catering to different nationalities, as travel habits, booking preferences, and expectations can vary significantly between cultures.
"Another key difference for us is that 40% of our guests are German," says Jolanda. "So, we have a significant split between Dutch and German visitors. All our accommodations along the North Sea shore, by definition, attract more German guests. So, apart from family vs. non-family preferences and target groups, this national difference is also an important layer in our strategy."
For example, this can mean that Dutch guests may tend to book last-minute and value flexibility, German visitors plan far in advance and expect a structured, well-organised experience. But by using Maxxton’s CMS tools, De Krim can make sure that each guest, whether Dutch, German, or Belgian, sees the options that best match their expectations and booking behaviour.
Finding the perfect fit
Once a guest chooses a park, the next step is selecting the right accommodation unit. Unlike external platforms, where guests can only select a general accommodation type, De Krim, through Maxxton, lets them book a specific unit.
"With external platforms, guests can only book by accommodation type, without selecting specific preferences," says Jolanda Kamphuis. "But on our website, we strongly encourage preference-based bookings. Meaning guests can choose a specific unit. This helps provide the best match between guest expectations and reality."
For example, a guest can book their ideal chalet in their desired location. A couple looking for peace and quiet can select a unit tucked away near the dunes, while a family with children might prefer something closer to the playground and pool. Some guests specifically request a beachfront view, while others want to be near cycling routes or hiking trails.
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Maxxton’s advanced reservation system guarantees that guests will only see available units that match their criteria. From there, the personalisation only gets better. Maxxton’s AI-driven recommendations extend to what guests do during their holiday.
A holiday built around you
Every guest arrives at De Krim with a different idea of the perfect holiday. Some guests crave adventure, while others come to disconnect. Through Maxxton’s guest portal, De Krim provides every guest with a holiday designed for them. Families get tailored recommendations for kid-friendly activities, while couples see quieter options. Guests can also personalise their stay with AI-recommended add-ons, like a BBQ kit, bike rentals, or a baby cot, all integrated into their guest portal.
"Our next steps include tailoring the recreational programme to the travel group," says Jolanda Kamphuis. "For example, if you’re not travelling with a child, you won’t see kids' craft activities in your recreational programme. We are testing AI-powered recommendation modules that suggest add-ons best suited to each travel party."
This means no overwhelming lists of irrelevant activities or add-ons to buy. Guests will only see a curated selection that aligns with their unique tastes.
Bringing guests back again and again
A guest’s journey with De Krim doesn’t end when they leave Texel. The goal is to provide an experience that guests want to relive, time and time again.
"That 10% that we get via external channels, I always see that as the first visit," says Jolanda Kamphuis. "They find us for the first time through another platform. But after that, we want to make sure they come back and book directly with us."
Through automated newsletters, personalised offers, and exclusive discounts, Maxxton helps De Krim retain guests and encourage direct bookings. So that a one-time visit can turn into a long-term relationship.
"The core strategy is to make it clear that booking directly with us has advantages," Jolanda explains. "Guests can select their preferred accommodation for free, always get the lowest price guarantee, etc. On external platforms, we have a separate rate structure with a standard 7.5% markup. So, booking directly with us is always cheaper."
But it’s more than just getting a great deal. For returning guests, booking directly means picking up right where they left off - their favourite accommodation, familiar surroundings, and a stay tailored to their past choices. De Krim helps repeat visitors feel recognised.
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Every return visit feels easier, and more personal. Like their ideal holiday is waiting for them before they even arrive. And with 90% of bookings now direct, it’s clear that De Krim’s strategy does more than reduce reliance on external platforms; it builds long-term guest relationships that turn first-time visitors into lifelong customers.
With Maxxton as the backbone of its technology, De Krim has mastered the guest lifecycle.
"Things are moving quickly in this direction," Jolanda says. "It’s only going to get better."
By combining smart technology with a personalised guest experience, De Krim is setting a new standard for satisfaction, loyalty, and long-term retention.
