Reflections Holidays
- Company typePrivate
- Founded-
- HeadquartersWickham, Australia
- Headcount—
- GTM typeB2C
- OfferingServices
Reflections Holidays firmographics
Firmographics- Name
- Reflections Holidays
- Legal name
- Reflections Holidays (NSW Crown Holiday Parks Land Manager)
- Website
- https://reflectionsholidays.com.au
- Company type
- Private
- Operating status
- Operating
- Ownership category
- akta.pro rank
Reflections Holidays industry classification
Industry- Product category
- Holiday Parks & Caravan Parks
- NAICS
- Nature Parks and Other Similar Institutions (712190), Tour Operators (56152)
- SIC
- Hotels, Rooming Houses, Camps & Other Lodging Places (7000)
- akta.pro primary industry
- Unique & Specialty Stays (Tiny Homes, Treehouses, Houseboats, Yurts, Castles) (THAGANAG)
- akta.pro secondary industries
- Nature Lodges & Eco-Resorts (THAAAAAI), Off-Grid & Eco-Sustainable Stays (THAMADAI), Large Group & Event-Friendly Homes (THAMAAAM), Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing) (THAJALAI)
Keywords
Where Reflections Holidays is headquartered
LocationHeadquarters
- HQ city
- Wickham
- HQ country
- Australia
- HQ region
- Oceania
Offices40 records
Markets served
Reflections Holidays 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 Accommodation: Nightly and weekly accommodation bookings including powered/unpowered campsites, cabins, tiny homes, glamping units, holiday homes, and unique stays across 40 NSW park locations.
- Day Passes: Day entry passes for Country NSW parks (Burrinjuck Waters, Copeton Waters, Cudgegong River, Grabine Lakeside, Lake Burrendong, Lake Glenbawn, Lake Keepit, Mookerawa Waters, Wee Jasper, Wyangala Waters) for one vehicle and occupants from 5:00am to 10:00pm.
- Long-Term Occupancy: Permanent residents, holiday vans, and ancillary services for long-term occupancy agreements with non-tourist customers. Includes payment processing fees of 0.46% for credit card direct debits.
- Commercial Kiosk Leasing: Leasing commercial kiosk spaces to hospitality operators within holiday parks, generating rental income. The Shack Group leases the Evans Head kiosk from Reflections Holidays for The Shack Evans Head cafe operation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Camping and powered/unpowered sites - budget-friendly outdoor accommodation |
| Unit Pricing | Pay-as-you-go | Cabins - self-contained holiday accommodation |
| Unit Pricing | Pay-as-you-go | Tiny homes and glamping - premium outdoor experiences |
| Unit Pricing | Pay-as-you-go | Holiday homes - fully equipped standalone properties |
| Unit Pricing | Pay-as-you-go | Day Passes for Country NSW parks |
| Subscription | Annual | Members benefit - 10% discount |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels7 records
Reflections Holidays product offering
Product offeringCore offering
Reflections Holidays operates and manages a network of 40 caravan and holiday parks across New South Wales, Australia, as a Crown Land Manager. The company sells accommodation including powered and unpowered camping sites, cabins, tiny homes, glamping, and holiday homes, alongside day passes, annual passes, gift vouchers, the Outsiders loyalty programme, cultural experiences, Wilderluxe luxury retreats, long-term occupancy stays, and commercial kiosk leases.
Product overview
Reflections Holidays operates as a unified holiday park platform offering camping, cabin, tiny home, glamping, and holiday home accommodations across 40 NSW locations spanning Far North Coast, Coffs Coast, Mid North Coast, Central Coast, South Coast, and Country NSW regions. The core offering centers on diverse accommodation types (camping sites, cabins, tiny homes, glamping, holiday homes) at geographically distributed park locations, supplemented by loyalty programs (Outsiders), day/annual passes, gift vouchers, and cultural experiences. The portfolio includes dog-friendly options and accessible stays, positioning the company as a comprehensive outdoor holiday provider rather than a single-product or modular software platform.
Differentiator
Problem solved
Functional benefit
Brands
- Wilderluxe: Luxury retreat offering at Lake Keepit managed in partnership with Wilderluxe.
Products and services
- Camping sites (powered and unpowered)
Quantifiable outcome
- Sponsorship of native threatened fish release into NSW waterways for every holiday booking
Companies that use Reflections Holidays
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles4 records
Reflections Holidays technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Reflections Holidays partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- The Shack GroupminorThe Shack Group operates The Shack Evans Head as a sister cafe to Little Shack in Port Macquarie, leasing the kiosk from Reflections Holidays at Evans Head. The venue features cafe operation and Little Shop takeaway, sourcing from local suppliers including Metcalf Quality Meats and Simply Sourdough in Lismore.
- Aboriginal Owned BusinessescoreReflections Holidays partners with Aboriginal owned businesses to deliver cultural experiences across NSW parks. Guides provide walking, hiking, and paddling experiences with 65,000+ years of indigenous knowledge and connection to country.
- WilderluxeminorWilderluxe operates luxury retreats at Lake Keepit under the Reflections Holidays portfolio, offering premium accommodation experiences at this Country NSW location.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Reflections Holidays competitors and assessment
Company assessmentEmerging players
- Unyoked: Australian off-grid cabin and tiny home operator competing for the premium nature-stay segment that Reflections is targeting with its new tiny home launches.
- Getaway House Co. Australian operator of architect-designed tiny homes in nature locations, overlapping with Reflections' new premium tiny home category at Evans Head and Seal Rocks.
Direct peers
- BIG4 Holiday Parks: Franchised network of Australian holiday parks offering cabins, powered sites and family-friendly accommodation at scale, competing head-to-head for the same outdoor leisure segment.
- Tasman Holiday Parks: Operates a network of holiday parks across Australia with cabins, powered sites and glamping, comparable in product breadth and target customer to Reflections.
- NRMA Parks and Resorts: Operates holiday parks across NSW and interstate including coastal and inland locations, directly competing for the same caravan, cabin and family-stay customers in NSW regions.
- Ingenia Holidays: ASX-listed owner and operator of holiday parks and lifestyle communities across Australia, with overlapping cabin, caravan and tourism park offerings in coastal and regional markets.
- Discovery Parks: Australia's largest privately-owned holiday park operator with parks across NSW and other states, offering cabins, caravan sites and glamping directly comparable to Reflections' accommodation mix and target customers.
Broad incumbents
- Tourism Australia: National tourism marketing body that drives demand into Australia's nature-based and regional destinations, shaping the macro demand environment in which Reflections competes.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Reflections Holidays compliance and trust
Trust signalCompliance4 records
Reflections Holidays financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reflections Holidays leadership team
Management profileNumber of profiles
Reflections Holidays funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reflections Holidays 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 Reflections Holidays
What does Reflections Holidays do?
Reflections Holidays operates and manages a network of 40 caravan and holiday parks across New South Wales, Australia, as a Crown Land Manager. The company sells accommodation including powered and unpowered camping sites, cabins, tiny homes, glamping, and holiday homes, alongside day passes, annual passes, gift vouchers, the Outsiders loyalty programme, cultural experiences, Wilderluxe luxury retreats, long-term occupancy stays, and commercial kiosk leases.
Is Reflections Holidays a public or private company?
Reflections Holidays is a private company. It is classified as state government owned and is currently operating.
When was Reflections Holidays founded?
Reflections Holidays was founded in -1.
Where is Reflections Holidays based?
Reflections Holidays is headquartered in Wickham, Australia, in the Oceania region.
How does Reflections Holidays make money?
Four revenue lines are on record. Holiday Accommodation is the primary driver. The others are day Passes, long-Term Occupancy and commercial Kiosk Leasing.
Who are Reflections Holidays's main competitors?
Emerging players on record are Unyoked and Getaway House Co.. Direct peers are BIG4 Holiday Parks, Tasman Holiday Parks, NRMA Parks and Resorts, Ingenia Holidays and Discovery Parks. Tourism Australia is listed as a broad incumbent.
Does Reflections Holidays have an API?
No public API is recorded for Reflections Holidays.
What industry is Reflections Holidays in?
Reflections Holidays's product category is Holiday Parks & Caravan Parks. Its primary akta.pro industry code is THAGANAG, Unique & Specialty Stays (Tiny Homes, Treehouses, Houseboats, Yurts, Castles), with a secondary code of THAAAAAI, Nature Lodges & Eco-Resorts. Its NAICS code is 712190 and its SIC code is 7000.