Observed Signal · Sep 25, 2026 · Conference Talk · Source: The Drum · Impact: 2/5 · Sentiment: Neutral
Center Parcs CMO Prioritizes Customer Experience Over Paid Media
At The Drum Live, Center Parcs CMO Sarah Holt discussed her marketing philosophy, emphasizing that customer experience is more important than paid media. She stated that given an extra £10m, she would invest it in guest experience before advertising. Center Parcs spent nearly £150m on guest experience last financial year versus a £20m marketing budget. Holt highlighted the 'We build better worlds' purpose, driven by insights from guests and employees. She cited examples like adding Apple Pay to the app, which boosted revenue. She also discussed cultural relevance, referencing a past tone-deaf campaign at Merlin's London Dungeon and a successful sensory library initiative at Center Parcs. Holt stressed the importance of marketers being financially literate and building strong relationships with CFOs to prove marketing ROI.
The article provides insightful commentary from a CMO about balancing customer experience with paid media, which is relevant for marketing strategy discussions but not a major industry shift.
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Key Takeaways & Evidence Grounding
- Center Parcs CMO Sarah Holt stated she would invest an extra £10m in guest experience before paid media.
- Center Parcs spent nearly £150m on guest experience last financial year.
- Center Parcs marketing budget is around £20m.
- Adding Apple Pay to the Center Parcs app led to a 'huge increase in revenue' from bookings.
- Holt mentioned a sensory library for neurodiverse children generated 80 pieces of coverage and went viral within 48 hours.
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