Center Parcs

Center Parcs is synonymous with family togetherness – offering an immersive, nature-inspired holiday experience across six villages in the UK and Ireland. With a reputation for creating memorable holidays that blend the tranquillity of forests with exciting waterparks and premium spa facilities, their resorts attracted 2.4 million guests last year and generated more than £730 million in revenue in the last financial year.

Against the backdrop of a newly announced Scottish expansion and sustained growth in recent years, the 2025 Annual Report was an opportunity to reaffirm its business growth and strengthen brand positioning, alongside the enduring company narrative of family, community and nature co-existing in harmony in their business.

Detailed research across existing materials, combined with a strategic analysis of peers, helped identify the differentiators that truly set Center Parcs apart. We translated these insights into targeted recommendations for content and report structure, designed to sharpen the narrative and strengthen the company’s competitive positioning. We also developed straplines options to capture the brand’s essence, highlight inspiring stories and enhancing cohesion throughout the report.

These insights led to visible enhancements in the 2025 report. A dedicated strategy section was introduced into the report for the first time to give investors a clearer understanding of how Center Parcs creates values and differentiates in the market. The at a glance section was strengthened to provide a concise overview of the business, highlighting its financial figures, scale and unique strengths.

The people section now features colleagues’ voices and imagery, including stories of two generations working in the same village, and examples of meaningful opportunities for later-career colleagues. The stakeholders’ section was expanded to present a fuller picture of engagement with guests, colleagues, suppliers and communities. Together, these enhancements distinguish the 2025 report from earlier editions, ensuring that it communicates not only performance but also positive impacts for stakeholders and wider society.

Client collaboration was central to the outcome. Building on the recommendations, the client further developed their people narrative with additional visuals and colleague quotes. This brought authenticity to the storytelling and reinforced Center Parcs’ commitment to its employees and communities.

The final report combines strategic clarity with human connection. Reinforcing Center Parcs as a trusted and family-focused brand, and elevating the corporate story for stakeholders.