Today, guests expect the best of both worlds: the convenience of digital and the warmth of personal service. Landal GreenParks was looking for a partner to bring that hybrid hospitality experience to life.
Together, we've spent more than 20 years building a digital ecosystem that supports guests throughout their journey, from inspiration and booking to digital check-in via the app.
The result? A 119% increase in mobile conversion, 1.3 million active app users, and a guest experience that brings digital convenience and personal service together seamlessly.
119% increase in mobile conversion over four years
Hybrid hospitality: digital convenience meets personal service
1.3 million active app users with a digital key
Co-creating with guests to deliver the best possible user experience
6 dedicated squads, 21 experts and a strategic partnership spanning 20+ years
The challenge
How do you ensure guests can easily book their ideal holiday on mobile, while giving them a seamless digital experience during their stay that enhances personal service rather than replacing it?
The solution
A fully integrated hybrid hospitality experience: from an optimised booking journey that increased mobile conversion by 119%, to digital check-in and an app that guides guests throughout their stay.
Landal GreenParks x iO: building a hybrid hospitality experience
Landal GreenParks is one of Europe's largest holiday park providers, with more than 200 parks across 11 countries. From seaside cottages to lodges in the mountains, Landal offers guests a home away from home in the heart of nature.
With millions of bookings every year and 70% of traffic coming from mobile, delivering a flawless digital experience is essential.
We've been Landal's strategic digital partner for more than 20 years. Over the years our collaboration has grown into a close partnership in which we help shape the entire digital guest experience.
Across six dedicated teams, we continuously optimise the booking funnel, mobile app and every digital touchpoint throughout the guest journey. By working closely together, we're bringing hybrid hospitality to life.
Why hybrid hospitality is the future of travel and leisure
Guest expectations have changed fundamentally. People want to decide how and when they interact: digital when it's quick and convenient, personal when it really matters. For Landal, that means the digital experience isn't separate from the holiday experience. It strengthens it.
When guests can book effortlessly, check in smoothly and easily find their way around thanks to the app, they have more time for what really matters: enjoying their holiday.
A 119% increase in mobile conversion through data-driven optimisation
With 70% of traffic coming from mobile devices, the mobile booking experience is critical.
By breaking larger initiatives into smaller experiments that can be tested and validated quickly, we're able to make continuous progress. Using Contentsquare, we analyse the behaviour of millions of visitors and identify exactly where friction occurs.
That iterative development approach is paying off:
Redesigning the booking journey to reduce steps and increase conversion
Optimising accommodation listings based on user behaviour
Improving filters to help guests find their ideal stay faster
The result: a 119% increase in mobile conversion over four years.
Most companies achieve annual mobile conversion improvements of five to ten percent. We've achieved 119% in four years. That's exceptionally high and virtually unheard of in our industry. It's incredibly important too, because the vast majority of our visitors come through mobile.
From booking to stay: one connected guest journey
Hybrid hospitality doesn't stop at the booking stage. We’ve developed a complete digital ecosystem that supports guests throughout their entire journey:
Before arrival: personalised communications and relevant upsell opportunities
Check-in: digital check-in via the app, with no need to queue at reception
During the stay: the app acts as a digital guide for activities, facilities and services
Check-out: a smooth departure experience with digital check-out
Every touchpoint is designed around the same philosophy: digital where it adds value, personal where it matters.
The app's NPS keeps improving. At some parks, more than 90% of guests use the app, and over 30% use the digital key. That gives our reception teams more time to focus on guests. And that's what really matters.
Co-creating with guests to deliver the best user experience
We don't believe in building based on assumptions. That's why we involve real guests throughout the development process. Through user research, A/B testing and continuous feedback loops, we make sure every improvement genuinely enhances the guest experience.
This co-creative approach helps us build not only technically excellent solutions, but solutions guests actually want to use.
Six dedicated teams working as one organisation
The complexity of Landal's digital landscape demands seamless collaboration. Six dedicated iO teams work as an extension of Landal's own organisation, bringing together developers, UX designers, data analysts and conversion specialists who work side by side with Landal's product owners every day.
That close integration enables us to move quickly, keep learning and continuously improve the digital experience.
The dedicated iO team has worked closely with our own team for years. They know our guests, our systems and our ambitions. Having a fully integrated team is incredibly valuable.
The numbers
1%
increase in mobile conversion over four years
1%
of traffic comes from mobile
1%+
of guests use a digital key
1+
holiday parks across 11 countries
1+
years of strategic partnership
Hybrid hospitality as a competitive advantage
Our partnership with Landal GreenParks shows what's possible when digital and personal experiences are treated as one. The 119% increase in mobile conversion wasn't the goal in itself. It was the result of an unwavering focus on the guest experience.
By optimising the entire customer journey, from the first click to the last day of a guest's stay, we've created a hybrid hospitality experience that guests value and that delivers measurable business results.
And we're continuing to build the holiday experience of tomorrow, together.
