Ballina Beach Nature Resort

Case study

Can you tell us what initially attracted you to GlamXperience’s larger Safari Tents and Luxury Lodges for your resort back in 2020 and 2022?

Ballina Beach Nature Resort is located on 8 hectares of land, with the Richmond River on its north boundary and the beach on its east boundary.  The property is surrounded by bush and national park.  When we purchased the property in 2020, it was a run down camp site primarily used by fishermen and beach goers.  We saw the trend of guests wanting nature based activities and the growth of the glamping sector. These were new clients and we had the prefect location. We researched the market and decided the GlamXperience product suited our location, and was proven in Europe.  We also enjoyed working with Sandra and Leon, running a family business, just like us.

You recently added five of our Woody Juniors, which you’ve branded as “Luxury Swags.” What inspired you to diversify with smaller, more affordable accommodations?

The Luxury Swags again open up a new customer segment for us. There are a lot of people who love camping, but just don’t want the hassle and expense of buying the tent and all the extras that go with it. We deliberately did not want these to be seen as Glamping, as they have no bathroom or kitchen – hence the brand, Luxury Swag.

How do you think the Luxury Swags have been received by guests, especially compared to the larger Safari Tents?

It’s early days for us, but so far we have had great feedback. We are competitively priced against the motels in town, and whilst we they don’t have a bathroom, they offer so much more in location and styling. We have a sink and mini bar in them, plus AC, so it’s also a big step up from camping.

You’ve strategically placed the Luxury Swags in a quieter area of the park. Could you share your thought process behind the location and how it complements the overall guest experience?

We are fortunate that we have multiple locations near the bush. We want guests to hear the birds and ocean when they are lying in bed, but also enjoy the outlook when they have their cup of tea on the balcony in the mornings. It’s so much better than a motel in town.

In terms of your pricing strategy for the Luxury Swags, you’re targeting a different market segment. How has that decision impacted your booking rates and guest demographics?

We believe that the Swags are new customers, that would not have come previously. The goal is to get them to come back and stay longer and in one of the  Glamping Tents.

From your perspective, how have the Safari Tents and Luxury Swags contributed to the overall success and uniqueness of Ballina Beach Nature Resort?

They have brought us a number of new customers and really promoted the resort with its natural beauty and relaxed pace to have a holiday. Our reviews highlight this.

Wellness and outdoor experiences are growing trends in glamping. Do you have any plans to introduce complementary amenities or activities in the future, such as saunas or outdoor bathing experiences?

This is part of the longer-term term strategy however we have spent the winter building a new resort pool, a water park for the kids, upgrading our caravan sites and included a bike track through the bush, to keep kids safe, of the road. There’s always something to do in these businesses to keep the customer happy. 

What feedback have you received from your guests about their stay in the Luxury Swags and Safari Tents?

Guests love the experience. It’s different to home, and generally way better than their expectations. 

Having worked with GlamXperience on multiple projects, what has your experience been like, and what sets our products apart from others in the market?

Sandra, Leon and Indira have all been great to work with. They care a lot about their product and business and really want the best outcome.  I’m sure we’ll do more with them in the years to come.

What advice would you give to other park or resort owners considering adding glamping accommodations like the Safari Tents or Woody Juniors to their offerings?

Location is important, as a glamping tent next to some cabins is not the same experience. Guests love the get away from it all experience, but also like the finer things – nice linen, trendy styling (instagramable), clean and functional amenities. 

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