How do you keep a busy holiday park visible all year round?
A holiday park has no shortage of things to talk about. There are the pitches. The glamping pods. The facilities. The local area. The people staying. The places nearby. The changing seasons. The little moments that make someone want to book a break.
So, if there's always something happening, why can social media still be so difficult to keep up with?
That was the challenge White Cottage Holiday Park faced. Not a lack of things to say. Not a lack of reasons for people to visit. A lack of time.
And when you're running a busy, owner-led holiday park, finding time to think about what to post, create the content, write the captions, schedule everything and remember to do it again next week isn't always realistic.
So the question became:
How do you make social media consistent without making it another job for the owners?
The problem wasn't that White Cottage wasn't doing enough
This distinction matters.
White Cottage already had a lot going for it. It's a family-run holiday park just outside Hornsea, offering touring caravan and motorhome pitches, tent pitches and luxury glamping pods. It's close to the Yorkshire coast and the Trans Pennine Trail, and the park has built a reputation around clean facilities, a peaceful setting and a friendly experience. There was plenty to showcase. The problem was turning all of that into consistent marketing activity; because knowing you have good things to talk about and actually having the time to communicate them are two very different things.
And that's something I see often with owner-led businesses. They know marketing matters.
They might even enjoy it when they have the time. But when the bookings, customers, staff, admin and everything else need attention, marketing becomes:
"I'll get to it later."
And later becomes next week. Then next month.
And suddenly the social feed doesn't reflect how busy the business actually is.
So what does a holiday park actually need from social media?
Not endless posts. Not a constant stream of promotions. And certainly not content for the sake of filling a calendar.
It needs to stay visible.
Someone might discover White Cottage today and not book until next month. Someone might have stayed before and be thinking about their next visit. Someone might be planning a trip to Hornsea and researching where to stay. Someone else might simply come across a photograph of the park and think:
“That looks lovely.”
That moment matters.
Because marketing isn't always about getting someone to book immediately.
Sometimes it's about making sure that when they're ready, they remember you.
This is where Narriva stepped in
The solution wasn't to completely reinvent White Cottage's marketing. It was to take something that was already important to the business and make it manageable and consistent.
Narriva took the day-to-day social media workload off the owners. That meant:
Social media strategy
Content creation
Content scheduling
The process was designed around the actual business, not around what some generic social media calendar said a holiday park should post. The content showcased the park itself, the visitor experience and the local area, keeping the business visible throughout the year.
And that raises another question.
What happens when you have lots of things to showcase?
You need to know what deserves attention. A holiday park could post about almost anything. A beautiful morning. A new arrival. A happy guest. A glamping pod. A pitch. A local walk. A nearby attraction. A seasonal change. A reminder to book. But if everything becomes a post, nothing feels particularly important.
So the job isn't simply: “What can we post?”
It's: “What is useful, interesting or persuasive to the person we want to attract?”
That shift is important. Because good social media isn't a diary of everything the business has been doing. It's a window into the experience the customer could have.
And that's where the local area becomes part of the story
White Cottage isn't just selling a pitch. It's selling access to a place.
It's close to Hornsea, the coast and the Trans Pennine Trail, giving visitors things to explore beyond the park itself.
So the marketing can extend beyond: “Come and stay with us.”
It can become: “Here's what your weekend here could look like.”
That's a much more interesting story. The park becomes part of a wider experience. And suddenly the content has more possibilities. You can talk about the destination. The season. The walks. The coast. The dog-friendly experience. The glamping experience. The reasons to return.
You're not just selling accommodation.
You're helping someone picture themselves there.
But did taking social media off their hands actually make a difference?
Yes.
The result was a more consistent social media presence and a noticeable increase in engagement, without the owners having to find the time to manage it themselves. And that last part is the bit I think is easy to overlook.
Because you could look at this project and think: “It's just social media management.”
It isn't.
The real outcome was time and consistency. The owners could concentrate on running the holiday park. The marketing kept happening. The business stayed visible. And the two didn't have to compete with each other.
What happens when marketing relies on the owner?
It becomes vulnerable to everything else happening in the business.
A busy weekend? Marketing waits.
A staffing problem? Marketing waits.
A fully booked period? Marketing waits.
Something unexpected happens? Marketing waits.
And that's understandable.
But customers don't necessarily know why the feed has gone quiet. They just see that it has. That's why consistency is so valuable. Consistency tells people the business is still there, still active and still worth paying attention to.
But the goal wasn't to make White Cottage dependent on more content
This is another important distinction.
The answer to inconsistent marketing isn't necessarily: create more.
It's often: create better systems and have a strategy. Know what you're trying to communicate. Know what your audience cares about. Create content in a way that's manageable. Schedule it. Then let it work.
That's what makes social media support useful for a busy business. You're not simply filling their feed. You're creating the structure that allows marketing to keep happening when the owner is busy doing the thing they're actually in business to do.
That is what this project demonstrates.
White Cottage Holiday Park didn't need to become something it wasn't. It needed someone to look at what was already there and ask: “How do we make this work consistently?”
The answer was a focused social media strategy, relevant content and scheduling; all handled by Narriva.
You don't necessarily need more marketing. You might just need marketing that actually keeps happening. Because being good at what you do isn't enough if nobody remembers you're there. And being busy isn't the same as being visible.
White Cottage already had the story.
Narriva helped make sure people kept seeing it.
Consistent marketing without lifting a finger.
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