Parkdean Resorts offers 66 award-winning holiday parks throughout England, Scotland, and Wales. Each park provides a fantastic home base for anyone’s escape, featuring kids' clubs, entertainment, and a wide range of excellent amenities. With luxurious gazebo and summer house rentals, it ensures a truly premium holiday experience.
Backstory
Parkdean Resorts, a premier British company specializing in luxury gazebo and summer house rentals, approached us through their consulting partner, Simon-Kucher & Partners. This project was our third collaboration with Simon-Kucher, focusing on building sophisticated digital booking solutions. Parkdean’s challenge was rooted in managing over 250,000 rental units, previously handled through Excel spreadsheets, which couldn’t keep up with their complex booking requirements and volume.
The main complexity was developing a web application that replaced Excel while handling extensive data and intricate booking rules. Specific challenges included:
Advanced Booking Logic and Permissions Matrix:
Given the sheer volume and high demand, we needed to implement a sophisticated booking system that allowed Parkdean’s agents to set rules and manage reservations based on customizable parameters. Bookings often had to be made several months in advance, with vacancy forecasting to optimize occupancy.
Dynamic Pricing and Regional Tax Variability:
Parkdean’s pricing depended on various economic and seasonal factors, and British tax regulations complicated things further by varying across counties. The system needed to allow flexible, formula-based pricing adjustments that Parkdean could easily manage and update.
Complex Reporting Module:
With 250,000+ records, each containing 22 columns with dependencies, nested calculations, and hierarchical data, we had to build a reporting module that allowed for dynamic, cascading filtering. Users needed the ability to collapse columns, triggering recalculations to reflect the filtered data structure accurately.
Our team comprised two full-stack developers, a manual QA engineer, and a designer. The solution we delivered involved:
High-Performance Web Application:
We developed an intuitive but powerful booking tool that allowed Parkdean to set up booking rules and dynamically manage permissions with custom syntax, replacing the need for Excel entirely. The system integrated vacancy forecasting to anticipate high-demand periods, which improved booking efficiency and client satisfaction.
Dynamic Pricing and Tax Management:
With direct client training on the pricing model, we built a pricing logic module that allowed Parkdean to adjust prices flexibly, accommodating tax changes across regions. The module supported formula-driven adjustments, making it responsive to economic shifts and customer demand.
Advanced Reporting Capabilities:
The reporting module enabled Parkdean to filter, sort, and collapse columns, recalculating results based on selected parameters. This feature simplified analyzing large datasets, providing Parkdean with deep insights into booking trends, regional performance, and pricing effectiveness.
Parkdean Resorts launched their new booking platform without any major issues, achieving notable benefits:
Booking Efficiency Improvement by 65%:
The new booking logic and forecasting tools optimized unit management, significantly reducing manual effort and improving booking accuracy, especially during peak demand.
Data Analysis Speed Increased by 48%:
The reporting module enabled Parkdean to quickly generate insights across massive datasets, allowing faster, data-driven decision-making that supported both regional and seasonal strategies.
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