Case Study | Hospitality & Leisure Wales, United Kingdom 2025
The Client
Salop Caravan Sites is a group operator running ten holiday parks across Wales, offering short breaks, touring pitches, and static caravan ownership opportunities. Each park has its own location, character, and team — while the group as a whole shares a common ownership and brand identity.
When Webcraft and Built For Now came on board, the group had no unified digital presence. Individual parks were either absent online or operating with inconsistent, uncoordinated web identities that failed to reflect the quality of the group or support the commercial goals of each site.
The Challenge
Managing digital for a multi-site leisure group presents a challenge that single-site operators rarely face: how do you give every location the independence it needs to serve its own customers, while maintaining the consistency and credibility of the group brand above it?
For Salop Caravan Sites, this tension was real. Each of the ten parks needed its own website, its own domain, its own catalogue of static caravans for sale, and its own team of staff managing content. At the same time, the group needed a coherent brand identity, a central overview, and consolidated reporting — without asking each park manager to become a web administrator.
Added to this was the commercial nature of the stock catalogue. Static caravans are high-ticket purchases — units priced from tens of thousands of pounds — where buyers do significant research before making contact. The quality of information presented online directly influences whether a serious prospect enquires or walks away. Photography, technical specifications, finance options, and site facilities all needed to be presented to a standard that matched the nature of the sale.
The brief in one sentence
Build a platform that gives each of ten parks its own professional web presence and full operational independence — while binding them together under a single coherent brand and a centralised technology layer that the group can manage and grow from.
The Solution
Webcraft deployed WorkSpace™ Cloud as the technology foundation for the entire group — a single platform investment that powers eleven websites: one umbrella group site and one dedicated site for each park.
Group Brand Architecture — One Identity, Eleven Sites
Webcraft designed and built the digital brand structure for the group from the ground up. The umbrella site at salopcaravansites.co.uk provides a group-level entry point — presenting all ten parks, the group's values, and routes into each individual park site. Each park then operates its own fully independent website under its own domain, sharing a consistent visual identity and platform, but with its own content, catalogue, and team.
Central Stock Inventory with Per-Park Independence
At the heart of the platform is a centralised stock management system that serves all ten parks simultaneously. Rather than each park running a disconnected catalogue tool, a single shared application powers the stock listings across the group — reducing cost, ensuring consistency, and making central reporting straightforward. Each park, however, manages its own independent catalogue space: its listings, its photography, its specifications, its pricing. No park sees or touches another's inventory.
Rich Catalogue Listings for High-Ticket Sales
Each static caravan listing on the platform carries the full weight of information a serious buyer needs: detailed technical specifications, high-quality photography, a facilities list, finance options, and pricing. These are not simple product cards — they are structured, research-grade listings designed to support a considered purchasing decision and move a prospective buyer from browsing to enquiry. The Web Publisher CMS gives park managers the tools to maintain this content themselves, to the standard required.
Lead Capture & Zoho CRM Integration via Zoho Connect
Every enquiry submitted across the platform is handled by a multi-step form system designed to capture structured, qualified lead data. Through Webcraft's Zoho Connect facility, those leads are routed automatically and in real time into Salop Caravan Sites' existing Zoho CRM setup — with no manual intervention required. Enquiries land directly in the right park manager's CRM pipeline, ready for follow-up. There is no inbox to check, no forwarding to manage, no leads lost in transit.
Automated Enquiry Flows
Routine enquiry types — such as brochure requests — are handled by pre-designed automated email flows. A prospective buyer submitting a brochure request receives a branded, professionally composed response immediately, with the appropriate materials attached, without any staff action required. This keeps the buyer experience responsive around the clock and frees park staff to focus on qualified follow-up conversations.
Role-Based Access — Park Manager & Group Admin
The platform's access model reflects the real operational structure of the group. Each park has its own Park Manager login, scoped precisely to that park's websites, catalogue, CRM, and content tools — nothing more. Group administrators at Salop Caravan Sites have a separate, elevated view with oversight of all ten parks, cross-site reporting, and group-level management functions. No single login does everything; every login does exactly what it should.
Blog & Content Publishing
Each park site includes a Blog section for publishing caravanning guides, local area features, seasonal content, and editorial material relevant to holiday park visitors. Content marketing of this kind builds organic search visibility over time and gives the parks a channel for authentic, useful communication with their audience. The Web Publisher CMS makes this accessible for non-technical park staff without any design or development dependency.
KnowledgeBase — Per-Park FAQ System
Each park has its own KnowledgeBase: a structured, searchable FAQ system that addresses the routine questions visitors and buyers ask — park rules, arrival information, ownership terms, site facilities, local services. Reducing the volume of routine enquiries that reach staff by answering them well online is a quiet but meaningful operational efficiency, particularly at scale across ten sites.
Delivered in 12 Weeks
The full group platform — umbrella site, ten individual park websites, all WorkSpace modules, Zoho CRM integration, automated email flows, access configuration, and staff onboarding — was delivered within a three-month period and launched in Q1 2025. For a project of this scope and complexity, that represents a disciplined and well-managed delivery.
What This Means at Scale
The Salop Caravan Sites project is not simply ten websites. It is a managed digital operation — a platform that handles content publishing, stock management, lead capture, CRM routing, automated communications, and reporting, consistently across a ten-site group, with a team of park managers who did not need to become technical specialists to use it.
The economics of this approach are significant. The investment in platform capability is shared across the group rather than replicated ten times over. When a new feature is needed, it can be deployed across all sites simultaneously. When a new park is added to the group, it can be onboarded into the same platform without starting from scratch.
For any leisure group operator considering how to manage digital at scale — whether across parks, dealerships, or multiple service locations — this project is a working demonstration of what a properly architected platform can look like in practice.
An Ongoing Partnership
Salop Caravan Sites operates entirely within Webcraft's SaaS model. WorkSpace™ Cloud is their main digital business platform — hosting, support, updates, and platform development are all managed by Webcraft on an ongoing subscription basis. The Zoho CRM integration means the platform connects naturally into the wider tools the group already uses. There is no separate hosting relationship to manage, no third-party CMS vendor to deal with, and no dependency on in-house technical resource. The platform simply works.
Technology platform: Webcraft Limited — www.webcraft.com.mt
Marketing direction & brand: Built For Now Ltd — www.builtfornow.co.uk