Center Parcs
Aspire to Achieve: Developing Talent to Support Growth

<strong>Center Parcs</strong ><br />Aspire to Achieve: Developing Talent to Support Growth

Client (UK)

Center 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%.


The company set a long term goal of filling 80% of their management vacancies internally, improving considerably from the 50% average they were currently achieving. They also had a desire to brand all of their training materials so they would be highly attractive to both internal and external recruits, especially once the recruitment for the new village commenced.

What we did

We worked with the HR department to identify the specific core competencies required by different levels of management, based on National Occupational Standards. A progressive programme was then devised to offer a range of leadership qualifications to ensure individuals could develop and grow with the company over time.

We also developed highly original leader’s guides, workbooks and activities for all of the modules within the programme, thus ensuring the content could be delivered consistently by the training department on all village locations.

The new Aspire to Achieve leadership programme, together with the content of the legal compliance & technical training catalogues, were also completely re-branded.
The Aspire to Achieve leadership programme was delivered by internal trainers, external trainers and subject matter experts. This ensured variety in delivery of the modules and meant participants were trained by functional specialists from within Center Parcs.

Presentation-CP Awards

An example of the training materials for this project


The newly branded programmes were launched to the business and received positive and encouraging feedback, attracting a record number of internal applicants to commence a development pathway.

The programmes were then mapped against criteria required to gain an externally recognised qualification by the Institute of Leadership & Management (ILM) and led to Center Parcs being able to offer their Managers an Award, Certificate or Diploma in Team Leadership. These accolades were highly regarded by the management teams and cited in their feedback as a reason to stay with the company in the future. As a result of this work, Center Parcs once again achieved Investors in People.

“I was really excited about working with Alison once again on this project. We were able to create the most inspirational programme content which was both original as well as visually stunning. I was very proud to launch the new framework to all the senior management teams and was delighted with the feedback it received. We now believe we are in a strong position to expand our potential with the new village at Woburn.”

Jo O’Neill, UK Training Manager, Center Parcs