New name for all-new Center Parcs business product
Center Parcs is changing the name of its business branch. The name change to ‘Center Parcs Meetings & Events’ confirms the investments made in recent years in its business centres and business product. In addition, the name change helps to give business customers a clearer picture of the possibilities that Center Parcs offers in the business field. With a renewed offer of almost all accommodation options, organising meetings and events in Center Parcs’ parks is increasingly attractive to a broad business target group.
True transformation of the parks offer new opportunities
Over the past few years, Center Parcs invested 740 million euros in its parks, which means that the parks have undergone a true transformation. In May 2021, in addition, the new strategic plan “Reinvention 2025” was presented. This includes not only the renewal of existing parks, but also an expansion of the range of experiences, with even more sustainable initiatives and local projects. These innovations are illustrated by the new brand positioning, combined with a brand new visual identity, which were introduced on 4 January.
The brand positioning focuses not only on the organisation’s core business, but also in its approach towards the business guest. “As an organisation, we also want to specifically invite this target group to become reacquainted with our unique business offering under the title Center Parcs Meetings & Events,” says Axel Waelbers, Country Sales Manager of Center Parcs and Sunparks in Belgium. Waelbers, together with his Dutch colleague Eelco van Schellebeek, Country Sales Manager and responsible for the Dutch market, looks ahead with confidence: “In recent years, a lot of time and money has been invested in what everyone knows about Center Parcs; the nature, the accommodation, the restaurants, Aqua Mundo and leisure activities, but also in the business facilities, such as the business centres. With the completion of these locations just before or during the COVID19 period, it was difficult to bring this to the attention of our business guest. Now we see the demand for sustainable meetings and the desire for unique experiences with colleagues and associates increasing. Center Parcs Meetings & Events answers those needs today and tomorrow,” van Schellebeek says.
Center Parcs Business Solutions becomes Center Parcs Meetings & Events
The new positioning also requires a new name, and Waelbers and van Schellebeek are happy with this name change. A name they had previously also had on their business card, until in 2009 it was decided to rename it Center Parcs Business Solutions. Waelbers: “Our department fulfils virtually every need from the (business) market that is not met within the regular processes of our organisation. These include meetings, teambuilding activities, gift vouchers as business gifts, temporary accommodation for expats or work projects, exclusive park buy-outs for a unique corporate event or B2C partnership events. You name it, we offer a solution. The term Business Solutions therefore certainly covered the load, but it remained a container term. With the name change to the more appealing name Center Parcs Meetings & Events, we want to address the business market even more clearly.
The best kept secret
Many Belgians and Dutch are familiar with Center Parcs and have used its facilities at various stages of life. Waelbers: “Our aim is to make all our regular guests also familiar with the unique business offering. In fact, many of the guests also work at a company that may be interested in our business offerings. A part that we sometimes jokingly call ‘the best kept secret’ of the organisation. As a team, we like to change that. Van Schellebeek: “For each country, we have set up a number of parks so that, with a team of specialists and in consultation with our clients, we can create an unforgettable experience through both the park offerings and local partners. Waelbers adds: “Take for example the renovated Center Parcs Park De Haan on the Belgian coast. This not only offers our Belgian compatriots a perfect base for a meeting or an incentive, but also our neighbours to the north, the park in combination with the coast and Bruges is the ideal place for a stay with colleagues and/or family.”
The objective of the overall Meetings & Events team is to surprise guests with the unique business offer in the coming years. The team’s focus is on parks such as Park De Haan (BE), De Vossemeren (BE) and Les Ardennes (BE) as well as Park Zandvoort (NL), De Eemhof (NL) and Limburgse Peel (NL). Each park has its own specialists ready to explain the USPs of his or her park to business guests. Of course, the other 21 parks can also be used.
About Center Parcs
Center Parcs Europe – Europe’s largest holiday provider – is part of Pierre et Vacances Center Parcs Group. For over 50 years, Center Parcs has been an expert in holidays in nature, all year round. As the founder of short breaks close to home, Center Parcs has set a new standard in the leisure sector, but wants to continue to surprise its guests in the future. There are now 28 parks in Europe. It does so by continuing to innovate and setting new standards in the coming years: in experience, accommodation and a real moment of togetherness. Center Parcs is characterised and distinguished by countless activities for every family member, in the middle of nature.
