With an estimated investment of 620 million euros across Europe - including 110 million for the French market alone - Center Parcs looks to the future with ambition. In addition to the renovation of the historic Bois-FrancsThe €41 million project, which began in 2017, will see new parks added to the network. TheAllgäu opened its doors last October, becoming the world's first sixth German domain and the largest in this market - and the 24th in Europe, just a few months after the opening of Villages Nature Paris. The French market is also preparing to welcome a new site, the seventh, which will take up residence in the Lot-et-Garonnein the Landes de Gascogne forest. This first "mid-size" domain (400 cottages) is due to open before the summer of 2021. Alongside this first opening in the south-western quarter, Center Parcs management is focusing its attention on the Far East: firstly in Germany, where the brand intends to capitalise on local customers' appetite for its concept by targeting five new development zones in the east of the country, and then on new markets in Scandinavia (a site has already been identified in the south of Germany). Denmark), in Eastern Europe and in Switzerland.
Alongside this geographical expansion, Center Parcs intends to focus on the sacrosanct "customer "experiencewith a particular focus on new technologies. The main innovation unveiled by the brand's management will be digital wristbands, which will be visible on visitors' wrists. The aim: " transform purely functional actions into a playful experience" . Opening the gates, accessing the different areas and activities on the estate, and even paying for services: the new pass introduced by Center Parcs is set to make the visitor experience much smoother.
business as unusual
These different areas of development will benefit both leisure customers and corporate events, which, according to the Group, constitute a major market segment. Vanessa DiriartGeneral Manager of Center Parcs France, " a strong development axis "for the brand. " Every time we renovate or build an estate, we include seminar, event and incentive facilities. We are also in the process of strengthening our marketing resources in this area. It's a real pillar for us, which we're trying to promote on the basis of the credo "Vanessa Diriart goes on to say that seminar business at Center Parcs in Europe is estimated at around 3%.
