Case Study: Center Parcs achieves rapid COVID-19 communications and personalised booking confidence with Adobe Target

Center Parcs UK gives visitors peace of mind during COVID-19 with support from Adobe

Center Parcs UK, the country's leading short‑breaks provider, faced a 15‑year‑old website, siloed processes and slow data flows that prevented building guest identities, personalised journeys or fast communications—issues that became critical during COVID‑19. Working with Adobe Consulting Services and deploying Adobe Experience Cloud products (including Adobe Experience Manager, Adobe Campaign, Adobe Analytics and Adobe Target), Center Parcs set out to modernise its site, adopt Agile ways of working, and bring coding and campaign creation in‑house.

With Adobe Target and the Adobe teams, Center Parcs launched a responsive, personalised website, introduced two‑week release cycles, and cut email/SMS turnaround from two weeks to under an hour; since the pandemic began it sent 82 all‑staff announcements, 46 village newsletters, 153 guest closure notices and 78 guest surveys. Adobe Target also powered the “book with confidence” guarantee and in‑house A/B testing, helping Center Parcs simplify bookings, enable shared itineraries, and maintain guest trust with fast, personalised communications.

Center Parcs

Elena Ragone Marriott

Head of Digital and Media