Center Parcs
making memorable moments

<strong>Center Parcs</strong><br>making memorable moments

Client (UK)

United-KindomCenter Parcs operates five villages in the UK, providing a range of outstanding leisure facilities, set amidst the surrounding forest environment. As the leader in the UK short break holiday market, Center Parcs occupies a unique position enjoying enviable annual occupancy rates in excess of 90%.


Center Parcs has a excellent reputation for the quality of guest service and in 2009 focused on taking service to an even higher level. An ambitious target was set to train 5,000 colleagues across the four villages within a 4-month period.

What we did

After extensive research, we designed and delivered an innovative guest service initiative branded ‘Making Memorable Moments’. The training focuses on key behaviours identified in the research that guests expect in every interaction with team members.

Making Memorable Moments is a mandatory training for all team members to inspire them to demonstrate behaviours that will make memorable moments for guests regardless of the department they work in.

Managing Memorable Moments targets Heads of Departments and Managers. It encourages them to make maximum use of the Managing Memorable Moments tools to ensure their teams are empowered and coached to deliver outstanding service.

The training is based on brain friendly learning and is highly interactive, using video scenarios to demonstrate all the Memorable Moments behaviours guests expect. Following several pilots we created and rolled out a Master Trainer programme for internal Making Memorable Moments Trainers, to support the consistent delivery and implementation of the two workshops.

Examples of the training materials for this project


The Making and Managing Memorable Moments training included bespoke video scenarios illustrating the behaviours, interactive activities, leader’s guides and visual posters. 30 internal and external trainers were trained to deliver the workshops across all departments and we achieved the goal of training 5,000 employees across all levels by the end of 2009.

The results of this unprecedented behavioural change programme went beyond everyone’s expectation. Besides a significant increase in guest satisfaction ratings, annual occupancy rose to a record 97.4%, repeat bookings rose by 45% whilst employee turnover reduced by 6%. With the support of Aspiration on this project, Center Parcs won a Regional and National Training Award for this outstanding project.

“Aspiration has worked tirelessly at every step of this exciting journey over the last 18 months. The quality of the training and supporting materials is world class and has ensured the training was delivered to a consistently high standard. The success of ‘Making Memorable Moments’ has encouraged us to continue our close relationship with Aspiration on subsequent projects.”

Jo O’Neill, UK Training Manager, Center Parcs