One team, one identity, one international headquarters for Roompot and Landal GreenParks
Europe's leader in nature holidays
Goes, 23 May 2024 - Roompot and Landal GreenParks have ambitions to become the leader in Europe of holidays in nature. They will become one new organisation with one new strong identity to realise this ambition. It will not be a rebranding, but a new strong brand for its more than 300 holiday destinations in 13 countries. The new brand will have an internationally familiar name, Landal. There are plans for a new international headquarters in Amsterdam.
Roompot and Landal GreenParks have formed one organisational structure since merging in 2023. The next step towards a new and modern organisation is a vision of brand strategy. One strong brand is what the organisation needs to grow internationally. A new brand with a modern, inviting and future-proof proposition.
New identity
In-depth international qualitative and quantitative research, feedback from employees, guests and owners and in-depth considerations show that Roompot and Landal GreenParks are strong brands, but are not distinctive enough from each other and lack one clear identity in Europe. It was chosen to eventually bring the more than 300 nature-based holiday destinations under one new brand, with new values, a new customer proposition and a new visual identity.
New brand, familiar name
The benefits of a new brand and the reuse of the Landal name (without GreenParks) will lead to a more modern image, attracting new audiences and a wider offer. With the aim that existing guests will recognise themselves in the new brand and new guests will be attracted. Landal is a name that is perfectly usable in an international context and is already used in 9 countries.
The new brand will be rolled out in phases in the autumn. The full rebranding will take over one and a half years.
One international headquarters
To become the undisputed European market leader of holidays in nature, the new organisation will require more focus, better cooperation and more connectedness. It is essential that colleagues and offices serve the ambition and enable further growth.
Working from the current four locations (Uithoorn, Zwolle, The Hague and Goes) in the Netherlands stands in the way of optimal cooperation and connectedness between colleagues. To realise the future vision and ambitions together, the intention is to establish a single international headquarters in Amsterdam with effect from 1 January 2025.
By choosing Amsterdam as its international headquarters, the company will be better positioned and more accessible to international colleagues and partners. Scarce talents for necessary office positions for further professionalisation are more available in the capital.
All Dutch office positions with a fixed location would move to the new workplace of Amsterdam. With the exception of Guest Service (Goes) and Logistics (Goes). The future location of the Shared Service Centre and Home Owner Relations will be discussed later.
This new vision for office locations was submitted to the Works Councils on 15 May.
The offices in Trier, Varde and Norwich will remain unchanged.
Roompot and Landal GreenParks market-leading in versatile holidays and holiday accommodations in Europe
As an expert and innovative host, they jointly provide each and every guest unforgettable holiday experiences in over 30,000 varied accommodations located in more than 300 stunning holiday destinations in 13 countries. The European market leader offers its guests a hugely diverse offer of destinations, accommodations and holiday options, to match any preference and budget; from beach houses to design villas, and from glamping to luxury camping on the farm. All in all, providing the 5.5 million guests per year with unrivalled holiday options, whatever the season. Find out more at roompot.com and landal.com.
Baptiste van Outryve
Head of PR & Corporate Communication, Roompot & Landal GreenParks
