BIG4 Conference, Case Study

The Moment Holiday Parks Got Future-Ready

When BIG4 gathered its national network for a major strategy and leadership conference in Brisbane, Morris wasn’t there to motivate. He was there to provoke. To reframe. To push. Sharing the stage with Ita Buttrose, Mark Bouris, and Tourism Australia’s Andrew McEvoy, Morris delivered a keynote that zoomed past incremental change and tackled the real question: What does the next generation of travellers actually want and who’s building for them now?

He mapped the future of regional travel, lifestyle-led bookings, digital friction, smart infrastructure, and how families (and their devices) choose and remember where they stay. He challenged park leaders to think beyond bookings, beyond amenities and into story, belonging, and multi-generational loyalty.

The session landed hard. The ballroom buzzed long after. And the shift was clear: this wasn’t about tents and cabins anymore. It was about brand gravity. Experience design. And emotional connection at scale.

Shift: From accommodation supply to lifestyle demand and from park thinking to platform thinking.

The result?: A full-room mindset shift, with operators and execs rethinking how to turn short stays into long-term loyalty.