Ningaloo Reef Resort

What Ningaloo Reef Resort does

RAC Ningaloo Reef Resort is a single-asset holiday resort located in Coral Bay on the Coral Coast of Western Australia, immediately adjacent to the UNESCO World Heritage-listed Ningaloo Reef. The property is owned and operated by RAC Parks & Resorts, a subsidiary of the Royal Automobile Club of Western Australia (RAC), and historically offered beachfront accommodation including cabins, rooms, caravan sites, and campsites, alongside access to marine experiences such as swimming with whale sharks, diving tours, and snorkeling.

The resort is currently closed for a major redevelopment project initiated in 2024 to replace facilities that had reached the end of their life and to expand the on-property offering with a new reception, pool area, clubhouse, and additional accommodation types. RAC Parks & Resorts operates the resort as one of approximately ten holiday parks and resorts along the Western Australian coast, leveraging a centralized booking platform at parksandresorts.rac.com.au, phone reservations, and RAC membership benefits (exclusive discounts, pre-sale access to school holiday periods, lay-by payment options, and gift vouchers) as core commercial levers.

The business model combines one-time accommodation bookings with a recurring subscription-style RAC membership benefit that drives acquisition and repeat demand. No external funding, private equity ownership, or public listing is indicated; the entity sits within the broader RAC group's automobile club, insurance, and travel services ecosystem. No AI, proprietary technology stack, patents, or research and development activity is disclosed, and revenue figures are not publicly reported.

Name

Ningaloo Reef Resort

Legal name

RAC Parks & Resorts

Website

https://ningalooreefresort.com.au

Company type

Private

Operating status

Closed

Headcount range

11–50 employees

Short description

RAC Ningaloo Reef Resort is a beachfront holiday resort in Coral Bay, Western Australia, adjacent to the UNESCO-listed Ningaloo Reef, offering cabins, caravan sites, and campsites to domestic and international tourists seeking marine experiences; it is currently closed for redevelopment by parent RAC Parks & Resorts.

Ownership category

akta.pro rank

Product category

Resort & Holiday Park Accommodation

NAICS

Traveler Accommodation (7211), RV (Recreational Vehicle) Parks and Recreational Camps (7212)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro industry

PRIMARYTHAGAAAI

Beachfront & Coastal Full-Service Hotels

Travel & Hospitality/Lodging & Accommodation/Hotels (Full-Service)

SECONDARYTHAAAHAG

Coastal & Island Eco-Resorts

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Nature Lodges & Eco-Resorts

SECONDARYTHAAAIAE

Reef, Island & Coastal Ecotours (mangroves, lagoons, sea caves)

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Marine & Coastal Ecotourism (Diving, Snorkeling, Whale Watching)

Keywords

• Holiday park accommodation
• Resort lodging services
• Caravan park booking
• Beachfront resort accommodation
• Tourism accommodation services

Headquarters

HQ city

West Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. Holiday Accommodation Bookings: Revenue generated from direct bookings of resort accommodation including cabins, rooms, caravan sites, and campsites. The resort is currently closed for redevelopment.
2. RAC Membership Program: RAC Parks & Resorts benefits from membership program where RAC members receive exclusive discounts and benefits at properties, driving customer loyalty and repeat bookings.
3. Gift Vouchers: Sale of gift vouchers for holiday accommodation and experiences.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

RAC Ningaloo Reef Resort operates a beachfront holiday resort in Coral Bay, Western Australia, on the Coral Coast adjacent to the UNESCO World Heritage-listed Ningaloo Reef. The property offers accommodation including cabins, rooms, caravan sites, and campsites, with access to marine experiences such as swimming with whale sharks, diving tours, and reef exploration. The resort is currently closed for a major redevelopment project and is part of the RAC Parks & Resorts network of holiday parks across Western Australia.

Product overview

RAC Ningaloo Reef Resort is a single-property holiday resort offering accommodation and leisure experiences in Coral Coast, Western Australia, as part of the RAC Parks & Resorts network. The resort is currently closed for a major redevelopment project that will upgrade facilities and expand accommodation options. Member benefits include exclusive discounts, pre-sale access to school holiday bookings, and special offers for RAC members booking direct. The property is operated by RAC Parks & Resorts, which manages multiple holiday parks and resorts across Western Australia.

Differentiator

Problem solved

Functional benefit

Products and services

• RAC Ningaloo Reef Resort Accommodation
• Gift Vouchers

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• RAC Exmouth Cape Holiday Park: Sister property within the RAC Parks & Resorts network located at Exmouth on the Ningaloo Coast. Directly comparable model (cabins, caravan sites, campsites) targeting the same reef-adjacent tourist segment with similar RAC member benefits.
• RAC Monkey Mia Dolphin Resort: Sister RAC resort in Western Australia offering remote coastal accommodation near a marine wildlife attraction (dolphins). Closely comparable business model and target customer (wildlife-focused domestic tourists) within the same parent network.
• RAC Esperance Holiday Park: Sister RAC property on Western Australia's south coast offering villas, studios and campsites. Same direct-to-consumer booking platform and RAC membership benefits structure, currently also undergoing expansion.
• RAC Karri Valley Resort: Sister RAC nature-focused resort in the South West of Western Australia. Same RAC brand, member benefits structure, and holiday park operating model though located inland rather than beachfront.
• RAC Busselton Holiday Park: Sister RAC property in the Geographe Bay region offering cabins, caravan and campsites under the same RAC brand and booking infrastructure. Direct operational comparable within the parent portfolio.
• RAC Cable Beach Holiday Park: Sister RAC property in Broome offering beachfront cabins and caravan sites. Same operating model, same booking platform, same RAC member benefits, and same Western Australian domestic tourist target segment.

Broad incumbents

• Discovery Parks: Australia's largest holiday park operator with properties across the country, including Ningaloo area. Operates the same holiday park/resort model with cabins, caravan sites and campsites at scale nationally, representing the dominant competitive benchmark.
• BIG4 Holiday Parks: National franchise network of independently-owned holiday parks across Australia offering cabins, caravan and campsites with a shared booking platform and loyalty program. Directly comparable product offering in the same Australian holiday park category.
• G'Day Parks: Australian holiday park network offering cabins, caravan and camping accommodation across multiple regions. Operates a similar direct-to-consumer booking model targeting domestic tourists with nature-based and coastal park experiences.

Regional players

• NRMA Parks and Resorts: NSW-based motoring club holiday park and resort portfolio, mirroring RAC's member-based operating model. Comparable business model combining motoring-club membership benefits with coastal holiday parks, though concentrated in eastern Australia.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ningaloo-reef-resort

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ningaloo Reef Resort