Discovery Parks
Discovery Parks (Discovery Holiday Parks Pty Ltd) operates Australia's largest holiday park network, with 330+ properties across all states and territories offering cabins, caravan sites, camping, and premium resort accommodation to leisure travelers, families, corporate workstay clients, and school groups.
- Company typePrivate
- Founded2015
- HeadquartersAdelaide, Australia
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Discovery Parks does
Discovery Parks (legal entity: Discovery Holiday Parks Pty Ltd) owns and operates Australia's largest network of holiday parks, with 330+ properties spanning every Australian state and territory (ACT, NSW, NT, QLD, SA, TAS, VIC, WA). Headquartered in Adelaide, South Australia, the company provides multi-tier accommodation ranging from unpowered campsites and powered caravan sites through to cabins, glamping tents, safari tents, and uniquely themed resort properties (e.g., restored railway carriages at Undara, lakeview cabins at Lake Argyle). Premium inventory sits under the Discovery Resorts sub-brand (Cradle Mountain, El Questro, Habitat Noosa, Kings Canyon, Lake Argyle, McCracken, Rottnest Island, Undara, Wilpena Pound). Complementary operating subsidiaries include Discovery Workstay (long-term workforce accommodation for the mining/resource sector at Pilbara Karratha, Onslow, Kalgoorlie, Bunbury), Discovery Events (group functions), and G'day Rewards (paid loyalty membership at $50 for two years, providing 10% off stays up to $50 per booking across the G'day Parks network).
The technology stack is a direct-to-consumer booking platform (discoveryholidayparks.com.au) plus a mobile app supporting on-park check-in, activity discovery, and the G'day Pay App for in-park payments using masked card credentials. Distribution combines the proprietary website/app with direct park-level phone/in-person reservations and third-party OTA channels (Booking.com and other internet booking engines). A digital promotional voucher system delivers single-use codes via email and SMS. Marketing is primarily digital: SEO-driven park listings, an email newsletter, a content/inspiration blog, organic social, and the G'day Rewards membership program which drives mid-funnel repeat bookings.
Revenue is generated through one-time accommodation fees (cabins, caravan sites, camping pitches), the G'day Rewards subscription stream, digital gift vouchers ($50–$500 denominations, three-year validity), ancillary in-park purchases (pet fees, waterpark day passes, equipment hire, retail), and corporate/workforce accommodation. Pricing includes a 0.90% credit card surcharge across major networks. The primary customer segment is individual travelers and families (family holidays, caravanning, camping, glamping, pet-friendly travel), with secondary segments in corporate/resource-sector workstay clients and school/education groups; there is no disclosed enterprise anchor or named customer concentration. The company is privately held with no public listing, no disclosed funding rounds, and no external investor information on record.
Discovery Parks firmographics
Firmographics- Name
- Discovery Parks
- Legal name
- Discovery Holiday Parks Pty Ltd
- Website
- https://discoveryholidayparks.com.au
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Discovery Parks (Discovery Holiday Parks Pty Ltd) operates Australia's largest holiday park network, with 330+ properties across all states and territories offering cabins, caravan sites, camping, and premium resort accommodation to leisure travelers, families, corporate workstay clients, and school groups.
- Ownership category
- akta.pro rank
Discovery Parks industry classification
Industry- Product category
- Holiday Park & Caravan Park Accommodation
- NAICS
- RV (Recreational Vehicle) Parks and Recreational Camps (72121), Recreational and Vacation Camps (except Campgrounds) (721214)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Campground & Overnight Facilities Operations (Campsites, Cabins, Backcountry Huts) (THAAAGAE)
Keywords
Where Discovery Parks is headquartered
LocationHeadquarters
- HQ city
- Adelaide
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Discovery Parks business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Holiday Accommodation: One-time accommodation fees for cabins, caravan sites, and camping pitches across the Discovery Parks network. Pricing varies by accommodation type, park location, and season. Bookings are made through the website, app, or directly with parks.
- G'day Rewards Membership: Annual membership program charging $50 for two years of membership benefits including 10% discount on every stay (up to $50 per booking), fuel discounts, exclusive partner offers, and early access to sales.
- Gift Vouchers: Digital gift vouchers sold in denominations from $50 to $500, valid for three years from purchase, redeemable for accommodation stays at participating Discovery Parks locations.
- In-Park Purchases: Additional revenue from pet fees ($20 per dog per night in dog-friendly cabins), day passes (e.g., Barossa waterpark at $15 per person), equipment hire, and retail purchases processed through G'day Pay App.
- Group and Corporate Accommodation: Group accommodation services for school groups, work/mine accommodation (Discovery Workstay), and function bookings at designated group accommodation parks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | G'day Rewards Membership - 2-year subscription |
| Unit Pricing | Pay-as-you-go | Gift Vouchers - digital |
| Unit Pricing | Pay-as-you-go | Dog-friendly Cabin Fee |
| Unit Pricing | Pay-as-you-go | Barossa Valley Waterpark Day Pass |
| Transaction based/ take rate | Pay-as-you-go | Credit Card Payment Surcharge |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Discovery Parks product offering
Product offeringCore offering
Discovery Parks owns and operates Australia's largest network of 330+ holiday and caravan parks, providing cabin, caravan, camping, and premium resort accommodation across all Australian states and territories. Revenue is generated from nightly accommodation stays, the G'day Rewards subscription-based loyalty program, gift vouchers, in-park purchases, and dedicated corporate workforce housing and group booking services.
Product overview
Discovery Parks operates Australia's largest network of holiday parks, offering a platform of accommodation options spanning standard holiday parks and premium resorts across all Australian states and territories. The core product is the Holiday Parks & Caravan Parks network providing cabins, caravan sites, and camping accommodation. This is complemented by Discovery Resorts for premium resort properties (including Lake Argyle and Undara with their unique accommodation offerings), the G'day Rewards membership program for repeat customers, Discovery Workstay for workforce accommodation, Discovery Events for group functions, the G'day Pay App for mobile payments, and curated Journeys packages. The company also offers gift vouchers and group accommodation services.
Differentiator
Problem solved
Functional benefit
Brands
- G'day Rewards: Membership program offering 10% discount on stays at over 330 holiday parks across Australia
Products and services
- Discovery Parks Holiday & Caravan Parks
Quantifiable outcome
- Save 10% on every stay up to $50 per booking with G'day Rewards membership
Companies that use Discovery Parks
Customer profileSegments3 records
Ideal customer profiles3 records
Discovery Parks technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Discovery Parks partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- G'day Parks NetworkcoreDiscovery Parks is a proud member of the G'day Parks network, Australia's largest network of holiday parks with over 330 properties. The partnership enables cross-promotion of properties, shared G'day Rewards loyalty program benefits valid across all network parks, and collective marketing initiatives.
- G'day Rewards Program PartnersminorG'day Rewards membership provides fuel discounts and exclusive partner offers beyond the Discovery Parks network, creating value for members across multiple travel-related purchases.
- Booking.com and Online Travel AgentsminorDiscovery Parks accepts bookings made through internet booking engines and online travel agents including Booking.com. These third-party platforms drive additional bookings and extend distribution reach to customers searching on travel aggregator sites.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Discovery Parks competitors and assessment
Company assessmentOthers
- Expedia Group: Global OTA group operating Wotif and other Australian-facing travel platforms. Relevant as a distribution channel and competitive force for direct vs. third-party booking dynamics in Australia.
- Booking.com: Global OTA acting as a distribution channel for Discovery Parks bookings. Relevant as a channel partner and indirect competitor for direct-booking economics and customer ownership in the Australian accommodation market.
Direct peers
- BIG4 Holiday Parks: Australia's largest branded holiday park network with ~180 independently owned parks offering cabins, caravan sites, and camping. Directly comparable to Discovery Parks in product mix, customer segment, and Australia-wide geographic coverage.
- Tasman Holiday Parks: Operates holiday parks across Australia and New Zealand with cabins, caravan sites, and apartments. Directly comparable for product type, multi-state footprint, and family/holiday traveler positioning.
- Ingenia Communities: ASX-listed operator of holiday parks, lifestyle communities, and rental communities across Australia. Comparable for holiday park portfolio scale and Australian focus, with publicly traded peer benchmarking reference.
- NRMA Parks and Resorts: Operates a network of holiday parks and resorts across NSW and key Australian destinations, leveraging NRMA membership base. Comparable to Discovery in cabin/caravan/camping offerings and Australian leisure traveler target market.
- Top Parks: Australian holiday park network offering caravan, camping, and cabin stays across regional and coastal destinations. Comparable for product mix and regional Australia focus, though smaller network scale than Discovery.
- Reflections Holidays: Operates NSW holiday parks and reserves including caravan, camping, and cabin accommodation. Comparable for Australian holiday park operating model, though geographically concentrated in NSW.
Broad incumbents
- Accor Hotels: Global hospitality group with extensive Australian resort and hotel footprint. Comparable for Australian leisure accommodation market participation, though focused on hotels rather than caravan/holiday parks.
- Helloworld Travel: Major Australian travel agency and tour operator serving leisure travelers domestically and internationally. Comparable for Australian leisure travel customer base, though broader product portfolio including flights and international packages.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Discovery Parks social profiles
Digital presenceDiscovery Parks financial estimates
Financial estimateRevenue estimate
Valuation estimate
Discovery Parks leadership team
Management profileNumber of profiles
Profiles3 records
Discovery Parks subsidiaries and ownership
Company hierarchySubsidiaries3 records
Discovery Parks funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Discovery Parks M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Discovery Parks
What does Discovery Parks do?
Discovery Parks owns and operates Australia's largest network of 330+ holiday and caravan parks, providing cabin, caravan, camping, and premium resort accommodation across all Australian states and territories. Revenue is generated from nightly accommodation stays, the G'day Rewards subscription-based loyalty program, gift vouchers, in-park purchases, and dedicated corporate workforce housing and group booking services.
Is Discovery Parks a public or private company?
Discovery Parks is a private company. It is classified as unknown and is currently operating.
When was Discovery Parks founded?
Discovery Parks was founded in 2015. It employs 1,001 to 5,000 people.
Where is Discovery Parks based?
Discovery Parks is headquartered in Adelaide, Australia, in the Oceania region.
How does Discovery Parks make money?
Five revenue lines are on record. Holiday Accommodation is the primary driver. The others are G'day Rewards Membership, gift Vouchers, in-Park Purchases and group and Corporate Accommodation.
Who are Discovery Parks's main competitors?
Others on record are Expedia Group and Booking.com. Direct peers are BIG4 Holiday Parks, Tasman Holiday Parks, Ingenia Communities, NRMA Parks and Resorts, Top Parks and Reflections Holidays. Broad incumbents are Accor Hotels and Helloworld Travel.
Does Discovery Parks have an API?
No public API is recorded for Discovery Parks.
What industry is Discovery Parks in?
Discovery Parks's product category is Holiday Park & Caravan Park Accommodation. Its primary akta.pro industry code is THAAAGAE, Campground & Overnight Facilities Operations (Campsites, Cabins, Backcountry Huts). Its NAICS code is 72121 and its SIC code is 7000.