BIG4 Holiday Parks

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At a Glance

Transforming BIG4 Holiday Park’s digital ecosystem and streamlining the user experience for their B2B and B2C customers.

Comprehensive two-year roadmap for technical and UX enhancements
Full front-end and Headless CMS rebuild with a responsive UI pattern library
Delivery of Basecamp, a custom B2B portal with AI-driven content editing

16% increase in booking revenue in the first four weeks following go-live
7-minute reduction in booking time and 50% decrease in inbound support calls
B2B users (Holiday parks) submitting up to 70 content updates daily

The challenge

Accommodating guests and Australian Holiday Parks.

BIG4 Holiday Parks was beginning to experience signs of an ageing digital platform. Originally built in 2018, the existing solution was struggling to keep up with rapid online growth spurred on by the COVID-19 pandemic. This surge exposed underlying technical debt and user experience issues that impacted the experience of holidaymakers and BIG4’s core B2B audience—Australian Holiday Parks.

To address these challenges, VERSA conducted a comprehensive platform analysis, resulting in a detailed 120-page report. This report outlined key pain points and areas of friction across the platform, spotlighting critical issues in the user journeys of priority archetypes. Guided by these insights, we developed a product vision that emphasised the strategic value of BIG4's affiliated Holiday Parks, recognising their vital role in the ongoing success of the digital ecosystem.

How can we balance the needs of park operators and customers online?

The solution

Double-bouncing BIG4 into it's digital future.

VERSA undertook a complete front-end rebuild of BIG4.com.au, migrating the site from Kentico to a headless Umbraco environment. Driven by the priorities outlined in the new product vision, the project focused on enhancing stability, scalability, and reliability. At the same time, it introduced high-value UX improvements, centred around an overhaul of the core search and booking experience.

Built with React + Next.js, leveraging App Router and ISR for fast load times
Scalable, containerised infrastructure using Docker on AWS Fargate
Cloudfront CDN for efficient delivery of static assets
Automated infrastructure management with Terraform
Continuous improvement via Storybook and Ghost Inspector

A custom CMS portal, Basecamp, was also developed to support the content needs of BIG4’s holiday park owners and operators. Conceptualised through a co-design sprint, its features were tailored around real user needs while aligning with BIG4’s strategic priorities. Basecamp offers a custom media library, intuitive in-page editing, and an AI-driven content toolkit, empowering time-poor owners and operators to create high-quality, brand-aligned content.

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Research & Insights

VERSA conducted extensive research using both qualitative and quantitative methods. This included over 20 user interviews, a B2B needs analysis survey, and first-click testing. These insights were foundational in understanding the contrasting requirements of BIG4's diverse user types.

Platform Strategy

A future-proof platform strategy was developed, centred on the needs of park operators (B2B), which had previously been under-prioritised. The strategy incorporated data-led decision-making and a customer-first approach.

Long-Term Growth

By aligning BIG4’s product vision with long-term growth objectives, we laid out a two-year roadmap with key technical upgrades and UX enhancements to ensure continuous improvement and customer satisfaction over time.

The Results

A future-ready ecosystem led by research and strategy.

VERSA delivered a product vision supported by a vast collection of qualitative and quantitative data, paving the way for platform enhancements aligned to customer and organisational priorities.

Chosen as the preferred delivery partner to implement this strategy, we led a complete CMS transformation, positioning BIG4 as a more integrated and user-focused marketplace. In addition, we designed and developed a bespoke B2B interface, Basecamp, enabling parks to manage their content and web pages more efficiently.

16% increase in booking revenue in the first four weeks post-go-live
Average time to book reduced by 7 minutes
Inbound support calls halved, alleviating strain on internal resources
Parks submitting up to 70 content updates daily through Basecamp
Core Web Vitals on mobile improved by a factor of 10

We take immense pride in the transformative work achieved with the BIG4 team, validated through the overwhelmingly positive feedback received from their customers. As we continue this strategic partnership, we look forward to exploring new opportunities to enhance the platform and drive further success.