Holiday Parks CRM Case Study
BroadDigix delivered an end-to-end Microsoft Dynamics 365 CRM, AI-powered mobile app, and intelligent customer support platform for a leading UK holiday park operator across 15+ sites.
Client Overview
Our client is a well-established, family-focused UK holiday park group operating more than 15 parks across England and Wales. Their portfolio spans coastal retreats, countryside lodges, and family caravan parks each with its own character but held together under a shared brand promise of relaxed, memorable breaks.
With a guest base numbering in the hundreds of thousands annually and a growing portfolio of on-site amenities entertainment programmes, dining, and spa facilities the organisation had reached a scale where its operational and customer-service infrastructure could no longer keep pace with demand. Seasonal peaks, multi-site operations, and rising guest expectations had exposed systemic gaps that manual processes and disconnected point solutions could not bridge.
The group turned to BroadDigix to design and deliver a transformation programme built on the Microsoft ecosystem one that would unify operations, modernise the guest experience, and position the business for sustainable growth.
Fact | Detail |
|---|---|
Parks operated | 15+ across England and Wales |
Guest volume | Hundreds of thousands annually |
Park types | Coastal, countryside, caravan |
Implementation partner | BroadDigix, LLC |
Platform | Microsoft Dynamics 365 |
Industry Context
The UK holiday parks sector is in the middle of its deepest structural shift in a generation. Post-pandemic domestic leisure demand surged and never fully retreated. Guests who once booked a pitch or a lodge with a phone call now expect the same digital fluency they have with hotel chains and airlines: instant booking confirmation, push notifications, mobile key cards, and on-demand support.
The operators taking market share are those who have recognised that a park is not just a place it is a relationship. The winning formula emerging across the industry combines three capabilities:
- A single source of truth for guest data spanning every site
- A mobile-first touchpoint covering the entire stay journey from pre-arrival to post-departure
- AI-augmented customer service that resolves routine queries instantly while routing complex issues to the right human agent without friction
Operators who lag on any of these three fronts are seeing the consequences in review scores, repeat booking rates, and the rising cost of seasonal customer-service staffing. The opportunity for those who move decisively is equally clear.
The Challenges
Before the BroadDigix engagement, each new park added to the estate had inherited or introduced its own systems a different booking platform here, a standalone email tool there. No unified picture of a guest existed anywhere in the business.
The Solution
BroadDigix designed a solution architecture on the Microsoft stack that addressed each challenge in a connected, mutually reinforcing way rather than applying point fixes. The three pillars were a unified CRM in Microsoft Dynamics 365, a native AI-powered mobile app, and a Copilot Studio AI support agent with seamless human handoff.
Microsoft Dynamics 365 Unified CRM Across All 15+ Parks
BroadDigix implemented Dynamics 365 Customer Service as the single guest record system spanning the entire estate. Every booking, interaction, complaint, and preference now flows into one profile, accessible by the right team member at the right moment regardless of which park a guest is visiting.
- Consolidated guest profiles with full stay and interaction history across all sites
- SLA-tracked case management with automated routing and escalation workflows
- Segment-based marketing lists enabling personalised outreach by guest type and behaviour
- Email-to-Case automation so inbound enquiries raise tickets without manual intervention
- Cross-park occupancy and revenue dashboards surfaced through Power BI
AI-Powered Guest Mobile App iOS & Android
BroadDigix built the mobile layer of a native guest app for both iOS and Android, integrating directly with the Dynamics 365 backend. The app transforms the stay journey from pre-arrival information to on-site navigation and in-stay service requests into a single experience in the guest’s pocket.
- Push notifications for check-in reminders, park events, and personalised offers, targeted by park, booking dates, and guest profile segment
- Park maps, amenity guides, and real-time facility status for each site
- Digital passes and booking management integrated with the CRM guest record
- In-app live chat connecting directly to the AI support agent and, on escalation, to a human agent via Microsoft’s Contact Center Messaging SDK
- Audience segmentation-based notification delivery via FCM
This design matters for security and for the future. An acquired network is an unknown network, and isolating it limits the damage if something in it has been compromised. Keeping the integration narrow also leaves Phase 2 open. When the Provider later decides how far to merge infrastructure, it can make that decision without first undoing shortcuts taken in a hurry.
AI Customer Support Agent Copilot Studio with Human Handoff
BroadDigix deployed a custom Copilot Studio agent grounded in the organisation’s own knowledge documentation as the first point of contact for all guest chat enquiries. When a query requires human attention, the agent passes a context-rich handoff to a human agent, with the conversation continuing uninterrupted in the same chat thread.
- Copilot Studio agent configured with park-specific instructions, tone, and knowledge base
- Generative AI responses grounded in verified park documentation, not open-ended web knowledge
- Seamless human handoff via Dynamics 365 Customer Service workstream same chat UI, no restart
- Intelligent routing to the right support queue based on query type and park location
- Dynamics 365 Customer Service Premium licence underpinning live chat and contact centre capability
We also followed a rule that sounds obvious and is often broken under deadline pressure: never combine identity, MFA, EMR, VPN, Wi-Fi, and endpoint changes in the same change window. If sign-in fails on a Tuesday morning, you need to know which change caused it. Separate windows let us roll back one change without undoing the rest.
Delivery
BroadDigix managed the programme in four phases aligned to the client’s seasonal calendar, ensuring no delivery milestone coincided with peak occupancy periods.
Phase | Focus | Key Deliverables |
|---|---|---|
1 Discovery & Architecture | Workshops with operational leads, IT, and guest services across six parks | Data flow mapping, system inventory, Dynamics 365 data model, mobile app feature scope |
2 CRM Core Build | Configuration of Dynamics 365 Customer Service | Guest profile entities, case management workflows, SLA policies, queue routing, data migration and deduplication |
3 Mobile App & AI Agent | Parallel build streams | iOS and Android app with push notifications, park maps, digital passes, in-app chat; Copilot Studio agent configured and connected to Dynamics 365 workstream |
4 UAT, Go-Live & Handover | Client-led acceptance testing | All raised items resolved within the same UAT cycle; agent training for park managers and CS leads; app submitted to App Store and Google Play; CRM and AI support live across all parks |
Outcomes
Within the first full operating season post-launch, the combined CRM, mobile app, and AI support programme delivered measurable improvements across every key operational metric.
Metric | Result |
|---|---|
Inbound support queries handled by AI | 60% of all queries resolved without a human agent |
Average case resolution time | 40% faster, driven by SLA automation and smart routing |
In-stay upsell revenue via mobile app | 3× increase in direct revenue captured during the guest stay |
Support coverage | 24/7 AI cover seasonal staffing gap for routine queries eliminated |
Guest satisfaction on in-app support | 92% satisfaction score in the first season |
Unified guest records | 15+ parks sharing one live guest profile with full stay history |
Beyond the headline numbers, the programme fundamentally changed how the organisation manages guest relationships. For the first time, the marketing team can identify a guest who has stayed across multiple parks over several years, understand their spending patterns and preferences, and send a genuinely relevant offer rather than a broadcast newsletter.
From a management perspective, the shift to real-time Dynamics dashboards reduced the weekly reporting cycle from a two-day manual exercise to a live view available to any authorised team member at any time.
Key Factors
Transformations of this scale in the hospitality and leisure sector succeed or fail in execution, not in design. Several factors distinguished this programme.
Microsoft-native from end to end. Every component CRM, AI agent, contact centre, analytics sits within the Microsoft stack. There are no third-party integration points that can drift or break. The client’s IT team can manage the environment with their existing Microsoft skills and support agreements.
AI grounded in the client’s own knowledge. The Copilot Studio agent was built to answer questions only from verified park documentation not from the open internet. This meant the client could trust it to give accurate, on-brand responses from day one, without hallucination risk.
Human handoff designed for the guest, not the system. When a query exceeds the AI agent’s scope, the conversation continues in the same chat thread, with the human agent already briefed by the AI on context. The handoff feels like a warm introduction rather than a restart.
Mobile built alongside, not bolted on. The mobile app and the CRM were built simultaneously, sharing the same data architecture. The app reads from and writes to the guest’s Dynamics record in real time a push notification and the corresponding case in the CRM always reflect the same state.
About BroadDigix
BroadDigix is a U.S.-based IT solutions and managed services company headquartered in Austin, TX, with delivery operations across the United States, the United Kingdom, and Pakistan. The firm holds certified partnerships across Microsoft, Cisco, Dell, HP, and IBM.
Capability | Detail |
|---|---|
Microsoft Dynamics 365 | CRM implementation, Customer Service, Contact Centre, Power Platform |
AI & Copilot Studio | Custom agent development, knowledge grounding, AI-to-human handoff architecture |
Mobile Development | Native iOS and Android applications integrated with enterprise backends |
Enterprise Integration | Katana/DCL systems, WhatsApp Cloud API, B2B platform integrations |
Managed IT Services | Infrastructure, staff augmentation, Dynamics support |
Partnerships | Microsoft, Cisco, Dell, HP, IBM |
Contact broaddigix | Austin, TX