Applied to:
This award recognizes the most outstanding individual or loyalty programme guest experience in the hospitality sector that has created unforgettable memories. The winning experience will have successfully engaged and retained customers by offering innovative and relevant benefits. The award honors experiences that exceed expectations by creating an unforgettable experience for recipients. This prize is not reserved for experiences designed exclusively as part of a loyalty programme.
The project:
Center Parcs launched the Live Experience in 2023, a pioneering concept in the tourism sector that integrates immersive digital engagement with authentic customer interaction. This innovative initiative brings the essence of Center Parcs to a broader audience by combining live broadcasts with interactive features, offering a new way to engage with customers and prospects.
The Live Experience platform allows users to explore Center Parcs’ offerings in real-time, watch live broadcasts from the resorts, ask questions, participate in competitions, and provide feedback through surveys—all without leaving the digital interface. The platform also offers unique flash sales, encouraging immediate purchase decisions and enhancing customer engagement.
The concept was designed to target families with children aged 4 to 12, Center Parcs’ core audience. Its inaugural event followed the day-to-day experiences of a family with five children staying at one of the resorts, providing live, unfiltered feedback. The broadcasts are accessible to a wide audience via Center Parcs’ website and multiple platforms, including Bouygues Telecom TV boxes, ensuring broad reach and inclusivity.
Key objectives include creating a unique digital experience, gathering customer insights to shape future projects, and generating greater engagement and loyalty. Live feedback has already informed strategic decisions, including adjustments to loyalty programs. Authenticity is a hallmark of the Live Experience, with Center Parcs employees, or "Happy Family Makers," hosting sessions directly from the resorts, fostering transparency and trust.
The project has been highly cost-effective, with a budget of €20,000 for four events, achieving significant results: over 12,000 viewers, average watch times of 14 minutes, and customer ratings of 4.9/5. Plans for expansion include targeting new markets in Germany, Belgium, and the Netherlands, as well as exploring augmented reality and AI-driven personalization.
The Live Experience underscores Center Parcs’ commitment to innovation, customer-centricity, and sustainability, setting new standards in the hospitality industry.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
