How do you master the guest experience across 52 locations and 5 countries? Welcome to Unlocking Better Stays. We’re going behind the scenes with EuroParcs CEO Andries Bruil to uncover the tech stack, strategic pivots, and hard-won lessons driving one of Europe’s most successful holiday park models.
Meet Andries
Andries Bruil is the CEO of EuroParcs, bringing a lifetime of expertise to the European leisure and real estate industries. Having grown up in the family leisure business, Andries developed an early passion for hospitality that led him through successful tenures in brokerage and management. Since taking the helm as CEO in November 2024, following EuroParcs’ acquisition of Droomparken, he has been the driving force behind the company’s strategic transition into a stable, guest-centric rental organization. Today, he oversees a diverse portfolio of 52 holiday parks across the Netherlands, Germany, Luxembourg, Belgium, and Austria, with a singular focus on delivering optimal guest satisfaction.
HomeToGo: How did you get into the short-term rental business and what keeps you motivated?
Andries: After EuroParcs acquired the Dutch holiday park chain Droomparken in 2020, where I was a member of the management board, I first became a member of the Executive Board and have been CEO since November 2024. My motivation comes from EuroParcs' current transition from a fast-growing project developer of new holiday parks to a stable organization focused on holiday accommodation rentals and optimal guest satisfaction, centered on our current portfolio of 52 holiday parks in Europe. If our guests are happy with us, then so am I.
HomeToGo: EuroParcs is famous for its large-scale holiday park model. What is the key to successfully managing the entire guest experience, from onsite amenities to the accommodation itself, at scale?
Andries: EuroParcs holiday parks are all located in or near beautiful natural surroundings. Guests come to us to relax and unwind. Our parks are equipped with facilities tailored to their target groups, such as swimming pools, wellness centers, restaurants, park shops, and services like bicycle hire. The EuroParcs concept focuses on both the indoors and outdoors. Guests set out to explore the area on foot or by bicycle. During school holidays, entertainment teams keep children amused. EuroParcs serves different target groups and offers a diverse range of products, from camping sites and glamping tents to luxury villas and group accommodations. Personal contact and high-quality products are key to a successful guest experience.
HomeToGo: What key trends are you seeing in the Dutch and wider European holiday market?
Andries: Because of global uncertainty, people are choosing to spend holidays closer to home. In addition, we notice that individual owners of holiday homes are viewing them less as investment properties for rental and increasingly as properties to use and enjoy themselves. We are seeing an increasing demand for high levels of service and, in addition to the school holidays traditionally for families, more and more guests come to us for short breaks throughout the year. We also see niche markets emerging, such as parks that offer a back-to-basics experience or, conversely, extreme luxury.
HomeToGo: Managing a portfolio of thousands of properties must rely heavily on technology. Which tools of automation have been true game-changers for your operations?
Andries: We work with a single property management system (PMS) that is directly connected to a single content management system (CMS), enabling us to manage all our accommodations from one location and publish them on our websites. We use a tool to analyze customer behavior and adjust prices and availability to demand. Our Customer Support system uses AI to respond to emails, which are then sent by our employees after checking and making any necessary adjustments. Data is continuously retrieved from the system for dashboards and management reports. The PMS is connected to a ticket system for maintenance work and shows outstanding payments, deposits, and more. We believe that a truly core system where everything is connected helps us satisfy guests immediately and improve efficiency.
HomeToGo: As a major European brand, what role do large distribution partners like HomeToGo play in your overall booking strategy, especially for reaching international guests?
Andries: EuroParcs has three main channels: direct bookings, corporate bookings, and indirect bookings through partners such as HomeToGo. Initially, we prefer direct bookings on our channels because of the direct contact with guests at lower costs. However, this channel is not sufficient to book all our accommodations throughout the year across low, mid, and high seasons. That is why we like to work with partners to tap into new international markets or get more bookings in the low season. HomeToGo helps us achieve a stable number of bookings, mainly from Germany, and ensures that we have a higher occupancy rate at a better yield. Visibility on external channels is very important. For guests who fit our key target groups, HomeToGo fits seamlessly into our distribution mix.
Are you looking to reach high-value international guests?
HomeToGo: What is the single biggest lesson you have learned about scaling a property portfolio?
Andries: The biggest lesson I have learned is that when you experience rapid growth, as EuroParcs has, you need to stick to what you are good at and not start doing other things on the side. For example, we started trying out different concepts in catering and cleaning. You shouldn't do that, because it leads to a diffuse policy and reduces the focus on hospitality.
HomeToGo: If you had to start your business all over again tomorrow, what would you do differently?
Andries: I would opt for steady, stable growth rather than expanding into several countries at once. Every country has its own customs and rules. I would also favor decentralization, giving local managers more scope to respond to local circumstances.
Key takeaways for property managers:
On scaling guest experience: Location may capture the initial click, but experience captures the guest. To scale successfully, property managers must look beyond the coordinates and invest in high-quality indoor facilities - like wellness and workspace - with curated outdoor entertainment
On technology: A fragmented tech stack is the biggest barrier to growth. Prioritize a connected ecosystem where your PMS, CMS, and data dashboards talk to each other in real-time.
On partnership with HomeToGo: While direct channels are vital, marketplaces are essential for scaling globally. They act as a strategic buffer, driving high-yield international bookings during your most challenging seasonal windows.
Disclaimer:
The insights and opinions shared in this article are the interviewee's own. We hope you find their perspective valuable and inspiring!