G'day Group
G'day Group is Australia's largest regional accommodation provider, operating 330+ holiday parks, resorts, and workforce lodgings under brands like Discovery Parks, Discovery Resorts, Discovery Workstay, and El Questro, alongside WikiCamps and BookEasy digital platforms, serving leisure travellers, mining/FIFO clients, and tourism operators nationwide.
- Company typePrivate
- Founded2004
- HeadquartersAdelaide, Australia
- Headcount1,001–5,000
- GTM typeB2C
- OfferingServices
What G'day Group does
G'day Group is Australia's largest regional accommodation provider, operating 330+ properties nationwide under a multi-brand portfolio that includes Discovery Parks (90+ owned holiday and caravan parks), Discovery Resorts (premium destinations such as El Questro, Rottnest Island, Lake Argyle, and Kings Canyon), Discovery Workstay (purpose-built workforce accommodation for FIFO, mining, and corporate clients), G'day Parks (a licensed network of 300+ independently owned parks), and digital platforms WikiCamps (Australia's number one camping app) and BookEasy (a tourism booking platform serving visitor centres). Founded in 2004 in Western Australia by Grant Wilckens, the group is backed by the Australian Retirement Trust and employs over 2,500 people, with a centralized Adelaide Support Office providing IT, marketing, finance, HR, capital works, and property acquisitions functions.
The business operates a hybrid go-to-consumer model: leisure travellers book directly through property websites, the WikiCamps app, and the BookEasy platform, while enterprise customers in the resource sector engage Discovery Workstay through direct sales. Revenue is generated across unit-priced consumer accommodation (camping, caravan, cabin, glamping), enterprise workforce contracts, brand licensing royalties from the G'day Parks network, and digital platform services. The company has welcomed 15.8 million guests since 2017 and is supported by one of Australia's largest regional loyalty programs.
Underlying technology consists of digital booking and property management platforms (WikiCamps, BookEasy) and operational systems supporting the licensed park network, though no proprietary AI/ML capability is disclosed in the source material. The legal entity, G'Day Group Holdings, is a private Australian company headquartered in Adelaide.
G'day Group firmographics
Firmographics- Name
- G'day Group
- Legal name
- G'Day Group Holdings
- Website
- https://gdaygroup.com.au
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- G'day Group is Australia's largest regional accommodation provider, operating 330+ holiday parks, resorts, and workforce lodgings under brands like Discovery Parks, Discovery Resorts, Discovery Workstay, and El Questro, alongside WikiCamps and BookEasy digital platforms, serving leisure travellers, mining/FIFO clients, and tourism operators nationwide.
- Ownership category
- akta.pro rank
G'day Group industry classification
Industry- Product category
- Regional Accommodation Services
- NAICS
- RV (Recreational Vehicle) Parks and Recreational Camps (72121), Recreational and Vacation Camps (except Campgrounds) (721214), Traveler Accommodation (7211)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Campground & Overnight Facilities Operations (Campsites, Cabins, Backcountry Huts) (THAAAGAE)
- akta.pro secondary industries
- Seasonal & Long-Term Campsites (Snowbirds, Extended RV Stays) (THAMAJAF), Adventure Base Camps (Trek/Climb/Expedition Camps) (THAGAOAG), Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)
Keywords
Where G'day Group is headquartered
LocationHeadquarters
- HQ city
- Adelaide
- HQ country
- Australia
- HQ region
- Oceania
Offices2 records
Markets served
G'day Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Holiday Park Accommodation: Revenue from owned and operated holiday and caravan parks under the Discovery Parks brand, offering camping, caravan sites, cabins, and glamping experiences across 90+ locations nationwide.
- Workforce Accommodation: Purpose-built workforce accommodation for FIFO workers, mining crews, and corporate travellers in regional Australia under the Discovery Workstay brand.
- Luxury Resort Stays: High-end experiential accommodation at iconic Australian destinations including El Questro, Rottnest Island, Lake Argyle, Kings Canyon, and other premium locations under Discovery Resorts.
- Brand Licensing: G'day Parks network of more than 300 independently owned holiday parks licensed under the G'day Parks brand, providing branding, systems, and operational support.
- Digital Platform Services: WikiCamps app and BookEasy booking platform providing technology services to travellers and tourism operators.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Various accommodation tiers across Discovery Parks network |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels3 records
G'day Group product offering
Product offeringCore offering
G'day Group operates a multi-brand portfolio of regional accommodation services across Australia, including owned and operated holiday and caravan parks (Discovery Parks, 90+ locations), purpose-built workforce accommodation for mining and FIFO workers (Discovery Workstay), high-end experiential resorts at iconic destinations such as El Questro, Rottnest Island and Lake Argyle (Discovery Resorts), and a licensed network of 300+ independently owned holiday parks (G'day Parks). The group also runs the WikiCamps camping app and the BookEasy tourism booking platform that connect travellers with accommodation and tourism operators nationally.
Product overview
G'day Group is a multi-brand accommodation provider offering a diversified portfolio spanning physical properties and digital platforms. The core accommodation brands include Discovery Parks (Australia's largest holiday park operator with 90+ locations), Discovery Resorts (luxury experiential stays in iconic destinations), Discovery Workstay (workforce accommodation for mining and FIFO workers), and G'day Parks (a licensed network of 300+ independently owned holiday parks). The digital portfolio includes WikiCamps (camping app) and BookEasy (tourism booking platform). An Adelaide Support Office provides centralized IT, Marketing, HR, Finance, and operational support across all brands. Together, the brands welcome millions of guests annually across 330+ properties nationwide.
Differentiator
Problem solved
Functional benefit
Brands
- Discovery Parks: Australia’s largest owner and operator of holiday and caravan parks, with more than 90 locations nationwide where guests come to Do It All.
- Discovery Workstay
- Discovery Resorts
- El Questro
- G'day Parks
- WikiCamps
- BookEasy
Products and services
- Discovery Parks Australia's largest owned and operated holiday and caravan park network, with 90+ locations offering camping, caravanning, glamping and self-contained cabin accommodation to families, couples and groups across Australia.
- Discovery Workstay
Quantifiable outcome
- 15.8 million guests welcomed since 2017
Companies that use G'day Group
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
G'day Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
G'day Group partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered supporting.
- SondersupportingSonder provides an Employee Assistance Programme (EAP) for G'day Group employees and their families, supporting staff wellbeing across the company's 2,500+ workforce nationwide.
- MaxxiasupportingMaxxia provides salary sacrificing and novated lease options available to G'day Group employees through salary packaging arrangements.
- GRESBsupportingG'day Group participates in the global GRESB assessment annually to benchmark ESG framework and performance. GRESB is a global ESG benchmark and reporting framework which identifies key performance strengths and areas for improvement in environmental, social, and governance dimensions.
- Certificate III in HospitalitysupportingG'day Group offers formal development opportunities including Certificate III in Hospitality qualification for Workstay employees, supporting professional growth and career development.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
G'day Group competitors and assessment
Company assessmentEmerging players
- Experience Oz: Experience Oz is an Australian online tour and activity booking platform, comparable to G'day Group's BookEasy tourism booking platform in serving visitor centres and operators.
- Journey Beyond: Journey Beyond operates experiential Australian tourism including iconic destinations such as the Ghan and luxury lodges, partially comparable to G'day Group's Discovery Resorts and El Questro luxury/experiential portfolio.
Broad incumbents
- Oaks Hotels, Resorts & Suites: Oaks Hotels & Resorts (part of Minor Hotels) operates a broad portfolio of serviced apartments and resorts across Australia, comparable to G'day Group's mix of cabins, glamping, and resort-style stays.
- Accor (Pacific): Accor is one of the largest global hotel operators with a significant Australian portfolio across multiple brands, competing for travellers in regional and resort destinations alongside G'day Group's accommodation offerings.
Direct peers
- Ingenia Holidays: Ingenia Holidays is one of Australia's largest owner-operators of holiday parks and caravan parks, with a comparable mix of owned parks and lifestyle communities. It is the most directly comparable peer to G'day Group's Discovery Parks business.
- Big4 Holiday Parks: Big4 Holiday Parks operates Australia's largest franchise network of independently owned holiday parks, directly comparable to G'day Group's G'day Parks licensed network of 300+ independent parks.
- NRMA Parks and Resorts: NRMA Parks and Resorts is a major Australian owner-operator of holiday and caravan parks with a national footprint, directly comparable to Discovery Parks' owned park portfolio and regional accommodation focus.
- Tasman Holiday Parks: Tasman Holiday Parks operates holiday parks across Australia and New Zealand, including premium and lifestyle parks. It overlaps with G'day Group's owned-and-operated Discovery Parks model.
- Reflections Holidays: Reflections Holidays operates a network of holiday parks across NSW, directly competing with G'day Group's Discovery Parks for regional Australian leisure travellers.
- Top Parks: Top Parks is an Australian network of independently owned holiday parks, comparable to G'day Group's G'day Parks licensed network in terms of franchise model and customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
G'day Group social profiles
Digital presenceG'day Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
G'day Group leadership team
Management profileNumber of profiles
Profiles7 records
G'day Group subsidiaries and ownership
Company hierarchySubsidiaries7 records
G'day Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
G'day Group 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 G'day Group
What does G'day Group do?
G'day Group operates a multi-brand portfolio of regional accommodation services across Australia, including owned and operated holiday and caravan parks (Discovery Parks, 90+ locations), purpose-built workforce accommodation for mining and FIFO workers (Discovery Workstay), high-end experiential resorts at iconic destinations such as El Questro, Rottnest Island and Lake Argyle (Discovery Resorts), and a licensed network of 300+ independently owned holiday parks (G'day Parks). The group also runs the WikiCamps camping app and the BookEasy tourism booking platform that connect travellers with accommodation and tourism operators nationally.
Is G'day Group a public or private company?
G'day Group is a private company. It is classified as private equity controlled and is currently operating.
When was G'day Group founded?
G'day Group was founded in 2004. It employs 1,001 to 5,000 people.
Where is G'day Group based?
G'day Group is headquartered in Adelaide, Australia, in the Oceania region.
How does G'day Group make money?
Five revenue lines are on record. Holiday Park Accommodation is the primary driver. The others are workforce Accommodation, luxury Resort Stays, brand Licensing and digital Platform Services.
Who are G'day Group's main competitors?
Emerging players on record are Experience Oz and Journey Beyond. Broad incumbents are Oaks Hotels, Resorts & Suites and Accor (Pacific). Direct peers are Ingenia Holidays, Big4 Holiday Parks, NRMA Parks and Resorts, Tasman Holiday Parks, Reflections Holidays and Top Parks.
Does G'day Group have an API?
No public API is recorded for G'day Group.
What industry is G'day Group in?
G'day Group's product category is Regional Accommodation Services. Its primary akta.pro industry code is THAAAGAE, Campground & Overnight Facilities Operations (Campsites, Cabins, Backcountry Huts), with a secondary code of THAMAJAF, Seasonal & Long-Term Campsites (Snowbirds, Extended RV Stays). Its NAICS code is 72121 and its SIC code is 7000.