Reflections Holidays

Reflections Holidays, a social enterprise managing holiday parks and community reserves in NSW, sought a comprehensive website redesign to enhance user experience and align with their recent rebranding. Woolly Mammoth was tasked with modernising the user interface while retaining the existing booking provider. The redesign introduced new standalone accommodation pages, improved search functionality, and interactive tours. Additionally, challenges with the existing booking platform required strategic solutions to overcome technical limitations. By overcoming these challenges, the updated website sets a new standard for the industry and helps distinguish Reflections Holidays in the competitive market.

The team approached the redesign by immersing themselves in the ethos of Reflections and the users’ needs. Starting with a comprehensive audit, they identified areas for improvement and opportunities to showcase the ways to stay and enable users to search for availability efficiently and quickly. Insights from user testing guided the organisation of content, ensuring that relevant information took precedence. A robust design system was established based on the brand guide, ensuring consistency throughout UI components and facilitating streamlined development as they employed a composable architecture with Sanity, NextJS frontend, and an Azure-powered backend to enhance performance.

Commercially, the redesign of the Reflections Holidays website led to a 292% increase in online bookings and conversions, supporting the client’s social enterprise model and its reinvestment in 9,000 hectares of managed land. As a certified B Corp, Reflections upholds high standards of ethical business practices and sustainable initiatives. Environmentally, the redesign supports conservation efforts, such as releasing native threatened fish into NSW waterways for every booking. Societally, it fosters community and respects Aboriginal culture, advancing the client’s Reconciliation Action Plan and strengthening relationships with Aboriginal and Torres Strait Islander peoples.

The website includes advanced search functionality, enabling users to find available accommodations during peak seasons quickly, one of the key concerns highlighted during rounds of user testing. An ’Explore all’ option in the ’Where are you going?’ select button lets users browse all available options during their selected dates without specifying a location, allowing them to view the entire Reflections park network.