Wuudbreak (WB)
Operates & owns several holiday parks in Norrland
Market
Holiday Types
Holiday Types
News Articles
News Article
Wuudbreak
Features & Facilities
Features & Facilities
Norrland’s holiday market
“Holiday” definition
Leisure trip
Min. 1 night away from home
Norrland’s population
Spends heavily on leisure
People took 4 holidays on avg. in
‘25
2.3 domestic holidays
1.7 foreign holidays
Families with children take more
6.3 in families with all children
over 5
3.9 Norrland vs 2.4 foreign
Climate & Weather
Temperate climate
Changeable weather
Attractive climates in other
countries
Inbound tourism in Norrland
Unpopular for foreign tourists
Beach Holidays
Many take 1 foreign beach holiday +
additional holidays in Norrland
Foreign beach holidays
2 week stay in a hotel near beach
Cater to adults only or families
Warm weather & attractive scenery
Need to fly out of Norrland
Domestic beach holidays
Norrland has several coastlines
Attracts domestic tourists
Short breaks up to 1 week
Attraction
Children - beaches
Adults - scenery & restaurants
Caravan parks
Located by sea / peaceful
countryside with attractive views
Accomdn in static caravans or
similar build
Cater to adults & families
Meals
Caravans have kitchens
Parks have on-site restaurants
Entertainment
Children’s entertain. during day
Live entertain. in evening for
adults
Less expensive holidays
Popular among domestic tourists
Rarely attract foreign visitors
Is it safe to play in the woods?
No large predators in Norrland
Wild animals in Norr. are unlikely to
attack unless threatened by humans
Tree Surgeons
Experts in tree care & maintenance
Ensure tree health, appearance &
safety
Tasks
Prune overgrown branches
Improve appearance &
reduce injury risk
Fell unstable / overgrown trees
Specialist skills & equipment
needed
Transplant trees used by
commercial growers
Business
Owns & operates 9 holiday parks
in Norr.
Upmarket activity holidays
Wide range of pursuits
For adults & children
Only provider of this style of
holiday in Norrland
Park settings
Wooded area (many trees)
Adjacent to a lake
Encourage guests to be on site
during the whole stay
Guests spend on accom.,
meals, snacks, activities
Guest satisfaction
Excellent reputation: Relaxing &
enjoyable breaks
Pricing: VFM year-round
Good or excellent rating: 96%
Annual occupancy: 94%
Repeat visitors: 71%
Feedback collection
Guest survey upon check-out
Accomm, facilities, quality
of service
Combined to an aggregate
score
Repeat booking data
maintained
Past & Present
33 yr. history
Alternative to traditional types of
holiday
Facilities intended to suit guests of
all ages: Children to elderly
WB park holidays are:
Expensive
Offers VFM
Central Area management
Reception, Food court &
Performance areas
CCTV
Monitors indoor & outdoor
areas of
Monitor safety of guests
Links to occupancy tracking
SW
Manage overcrowding
Staff retasked where
needed
Staffing
100s of employee per park
Many long-serving
Low staff turnover
Many perform skilled tasks
Forestry mgt
Wildlife conservation
Indoor/outdoor guest activities
Most are trained first aiders
Most hold job-related
qualifications
WB prides itself in training
employees
Park guides
Responsible for park safety &
security
Patrol natural habitats
Ensure guests do not disturb
wildlife
Guide guests on observing
wildlife
Safety training for
boating/cycling/walking
Cleaners
Deep-clean apartments
Clean & tidy footpaths & public
spaces
Litter creates tripping
hazards & harm wildlife
Vannpark - Competitor
Owns, operates 11 caravan parks
All located on Norr.’s coastal sites
Most guests book week-long breaks
Restaurants serve meals
Caravans have self-catering facilities
Features & Facilities
Charges
Paid via WB’s web when booking
Full payment required
Accomm. charge includes:
Walking/cycling with own bicycle
Swimming pool use
Children’s indoor play facilities
Additional charges on-site for:
Bicycle rental
Guided walks/cycle tours
Boating
Adult indoor sports
Wristbands
Issued to guests during check-in
Used for identification & payments
Can top up funds from bank card
Balance refunded during check-out
Itemised statement issued during
c/out
Other pymnt. methods: Not accepted
Guest stay pattern
Most remain on-site, the entire stay
WB captures most of their
spending
Stay duration
Need to book 1 of the 3 options:
3 nights: Fri to Mon
4 nights: Mon to Fri
7 nights (rarely booked)
City breaks
Sightseeing & entertainment in large
cities
Theatres, museums, historical
buildings
Popular with domestic tourists
Weekend trips
Attract adults rather than families
Travel convenience
Express trains connect major
cities
Popular with foreign tourists
Some visit several cities
Couples hotels
Exclusively for older adults
High-standard furnished rooms
All meals provided
Theatres for entertainment
Mainly target domestic tourists
Short stays: 1 night to 1 week
Features & Facilities
Features & Facilities
Installation
Location
Parks located within a large forest
Central area of forest cleared for
accommodn. & amenities
Forest trails encourage exploration
Aim: create a relaxed env. for all
guests
15 kms from nearest town/city
20-min drive from motorway
junction
Wildlife
Different species of animals
Wildlife specialists monitor health &
diversity of wildlife
Guests can observe wildlife in thier
natural habitats but:
Must avoid disturbing wildlife
Footpaths designed to avoid
disturbance
Each park has a large lake
Wide range of natural habitats
Rowing, sailing & canoeing
Buoys protect nesting sites
Motorboats: Prohibited
Lake swimming: Prohibited
Accommodation
Clean, modern & high-std.
apartments
Designed to maximise lake/forest
views
Blocks within 10-min walk of central
area
Studios: for up to 2 guests
4-bedroom aparts. for up to 8
Premium aparts. have private
balconies
Catering
Food court in central area of parks
Franchised stalls from major
vendors
Apartment has fridge-freezer &
cooker
Supermarkets
Each park has a small supermarket
Owned & opearted by WB
Outdoor activities
Designed for all ages
Swimming pool in central area
Trails for walking & mountain biking
For individual, family, group use
Staff-led groups for exploration
Buggy tours
Driven by park guides
Buggies are battery-powered
Guest cars not permitted
Safety & environ. reasons
Sufficient parking available
Indoor activities
Usable regardless of outside
weather
For Children: play facilities
For Adults: indoor sports
Forestry
Commercial forestry
Conifers grown (needle-like
leaves)
Grow relatively fast
Retain foliage all year
Natural/Sustainable forests
Variety of trees (conifers &
broadleaves)
Limits spread of pests &
diseases in forest
Habitats for variety of birds &
animals
Broadleaves grow slow & shed
leaves in autumn
Less attractive for
commercial purpose
Env. campaigners complain
Planting trees of same species
damages environment:
Forests lack biodiversity
Harmful to plant life & wildlife
Measuring biodiversity in an area:
Species count
Ecosystem diversity (types of
habitat)
Features & Facilities
Departments
Booking System
Booking only via the WB website
Full payment required upon booking
Price based on:
Size of apartment
Grade of apartment
Premium: balcony & lake view
Standard: same as Premium.
No balcony. & lake
Value: smaller & far from
centre
Timing of stay
Popular periods: higher price
Availability
Few vacancies: higher price
Food Courts
Open 7.00am - 9.00pm
Popular franchised restaurants
Combine F/C meals + self-prepared
Franchise arrangements:
Principals are independent
Principals employ restaurant
staff
WB is NOT the employer
Rest. revenue belongs to principal
WB’s income
Rent
Charge for facilities, e.g.
cleaning & maintenance
Electricity charges
Non-compete
WB cannot operate
franchised restaurants
Sustainable hotel stays
Daily room cleaning is less common
Current approach: deep clean
after each stay
Reason: sustainability
Less cleaning: lower water &
electricity use
Most guests are happy with this
Some suspicious
Real intention: cost-saving?
Fully inclusive spa holidays
Becoming popular in Norrland
Full board + free leisure
activities
Many extend offering to spa
breaks
Facials, massages & saunas
Board Composition
5 EDs & 4 NEDs
No dedicated IT director
Ops & Sustainability: 1 director
Finance & Legal: 1 director
Business Model
Sustainability Report
Sustainability Report
Defining Value:
Create attractive & peaceful
locations where guests can relax &
enjoy
Parks designed to offer sustainable
holiday experiences
Governance
Board
Close attention to sustainability
of Group Ops.
Sustainability is an agenda item
of all Board meetings
Park Operation Director
Responsible for strategic mgt.
of forestry & wildlife
preservation
Risk Management
Snr. Management Team at each
park
Meets regularly to discuss
sustainability matters
Park Guides
Assist guests explore the park
on foot, bicycle, buggies.
Enforce rules relating to
guests’ behaviour
Submit reports on instances of
breach
Report issues relating to
Damage to trees
Decreases in wildlife nos.
Creating Value:
Careful mgt. of parks to ensure
sustainable holidays
Guests can explore natural
beauty in Norr.
Flexible catering options thru
Kitchen facilities in all accomm.
Fast-food in the food courts
Delivering Value:
Holidays designed to meet needs
of guests of all ages
Includes a range of activities
Suited to all ages & mobility
Capturing Residual Value:
WB is a profitable business
Revenues maximised via
careful pricing
Pricing reflects demand in
relation to time
Results in high occupancy rates
Costs are managed carefully
Restricting bookings to 3/4night breaks
Significant efficiencies in
managing staff
www.studyattcs.com
Strategy
Business depends on ability to
observe & engage with nature
Parks designed & operated so
guests enjoy outdoors without
damaging plants or disturbing
wildlife
Accomm. is designed to be Env.
friendly
Well insulated to minimize
energy use
Aparts. deep cleaned before checkin
No further cleaning during stay
Guests need to reuse towels
during stay
Reduces consumption of
cleaning products & energy
Metrics
Committed to reducing carbon
emissions
Achieved several major
sustainability goals
All electricity purchased from
renewable sources
All vehicles battery powered &
recharged using renewable
sources
Carbon Emissions Per Sleeper
Night
Past 10 yrs: reduced from 9.8
kgCO2e to 5.6
Target: reduce to 5.2 kgCO2e
by 2030
Financials
As of 30.09.2026
GP Margin: 71.3%
OP Margin: 43.6%
NP Margin: 27.7%
ROCE: 12.2%
Current Ratio: 0.29:1
Acid Test: 0.27:1
Cash Ratio: 0.23:1
Inventory Days: 9.4 days
Receivable Days: 7.7 days
Payable Days: 504.3 days
CCC: (487.2) days
Gearing: 33.3%
Interest Cover: 6:1
Dividend Payout: 31.1%