Journey Further x Park Holidays

Client: Park Holidays

In 2025, the UK domestic travel market contracted by 4%, with key factors including economic tightening and negative industry sentiment. While competitors engaged in a race to the bottom on price, Park Holidays partnered with Journey Further to pivot from generic demand capture to a sophisticated, audience-led trust strategy.

The strategy moved beyond basic targeting, using Kantar TGI to rebuild audience architecture from the ground up and identify distinct cohorts, shifting from generic ads to lifestyle-led creative. We deployed a full-funnel ecosystem, using demand gen and paid social to build the dream visually, while paid search harvested high-intent traffic. On flat YoY media spend, the partnership defied wider market downturn to deliver exponential growth, with ownership leads rocketing by 36% YoY and improved targeting driving a 13% increase in bookings, additionally, brand awareness increased by 8.3%. By prioritising transparency and rigorous audience science, Park Holidays achieved an 11% swing against the market trend, cementing its status as a trusted market leader.