The industry is made up of so many talented and dedicated females who drive thought leadership and innovation across active roles within industry boards and associations and as strong leaders within their respective organisations. On International Women’s Day, Caravan Industry Association of Australia profiles six exceptional females in our industry and shares their diverse backgrounds, experiences, thoughts and wisdom around the opportunities available within the Australian caravanning and camping industry.
Kate Meldrum, Chief People & Capability Officer at Tourism Holdings Limited (thl).
What attracted you to (or brought you to) the caravan industry?
Tertiary qualification in the ‘hospo’ sector from the UK. Emigrated to NZ. The opportunity came up to join thl as their North American Sales Manager. I jumped at the opportunity. I travelled to the US and Canada to promote one of the easiest self-drive destinations in the world (NZ), and we soon took over Britz in Australia, and I was selling another great self-drive destination. I had landed where I wanted to be!
What excites you most about the caravan industry?
Freedom. It provides freedom to all the people who rent or buy an RV from us. We live minute to minute by our Outlook calendars, reminder alerts from our iPhones, our work schedules, and our families’ schedules. Once you are on a roadtrip, all of that is gone! Freedom to go north, south, east or west (basically where the good weather goes). Roadtrips are on everyone’s bucket list, so the potential of opportunity in this industry from a business perspective is enormous. Check out the pandemic period where we could not go overseas—swathes of customer got their bucket list out and started roadtripping around this great home of ours.
What do you think are the biggest opportunities for the industry in the future?
Growth of the industry, not only from the rest of the boomer generation coming through but also the attractiveness of the experience for young families. So that is market potential. From a product perspective, the transition to renewables—travelling sustainably is very exciting.
What is the one learning/ piece of wisdom that you have been given that has stuck with you throughout your career?
As we talk on International Women’s Day, I will speak to that—be curious. Be brave—step into opportunities and enlist the backing of a supportive boss.
What would your advice be to someone considering a career path in the caravan industry?
Check out how diverse the industry is—there are so many varied roles and pathways. Link up with any of us featured in this piece—we would be happy to help. It’s hard work, but it’s fun!
Louise Bayliss, Managing Director at Setec BMPRO
What attracted you to (or brought you to) the caravan industry?
As someone passionate about growing Australian business, I was drawn to the Caravan Industry, as it perfectly connects Australian manufacturers with a market that adores the great Australian outdoors. To me, this creates genuinely exciting opportunities to enhance and innovate Australian-made products for Australians. In my case, this means innovations in power and battery management systems along with their controls. Caravans are a unique domain where efficient power usage and management are crucial for a seamless travel experience and a happy customer. As a business, we saw a gap in the market where we could add value by offering advanced monitoring and control systems to optimise energy usage, ensuring a more enjoyable and hassle-free journey for caravan enthusiasts. It’s incredibly fulfilling to be able to contribute to such a dynamic and evolving industry, making travel experiences safer, more efficient, and ultimately more enjoyable for all involved.
What excites you most about the caravan industry?
What excites me most about the caravan industry is how it caters to such a wide range of lifestyles and life stages. For me personally, it generates a fantastic lifestyle of adventure, camaraderie, and quality time with family and friends. For others, it’s all about hitting the open road, exploring new places, and creating unforgettable memories together. Plus, there’s so much potential within the industry to offer innovative products and services that enhance this experience even further. Whether it’s improving comfort, convenience, or safety, the possibilities are endless.
What do you think are the biggest opportunities for the industry in the future?
I believe the biggest opportunities for the caravan industry in the future lie in:
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- Innovation and adaptation to changing consumer needs and preferences. With advancements in technology, there’s immense potential to improve the overall travel experience by integrating smart features, eco-friendly solutions, enhanced connectivity options, and ensuring safety measures are prioritised.
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- Increasing the sustainability of caravan and camping travel. Be it through natural power source innovations, waste management/reduction solutions or fuel and carbon output developments, we all have a responsibility to keep our beautiful country at its best, and I’m excited to be a part of how this evolves.
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- In addition to innovations, providing high-quality products will be essential to meet the demands of discerning consumers. Investing in durable materials, rigorous testing procedures, and reliable manufacturing processes will not only enhance customer satisfaction but also contribute to the industry’s reputation for excellence.
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- Collaboration and partnerships across sectors, such as tourism, hospitality, and technology, can also unlock new opportunities. By leveraging each other’s strengths and resources, the caravan industry can expand its offerings and provide comprehensive travel solutions.
What is the one learning/ piece of wisdom that you have been given that has stuck with you throughout your career?
Never underestimate yourself. Take every opportunity that comes your way, and approach each as a chance to grow and build on your skills; you might surprise yourself.
What would your advice be to someone considering a career path in the caravan industry?
Do it! Embrace the diverse opportunities and challenges that this dynamic field offers. Get around to some shows to listen to the consumers, interact with the dealers and take a look at the end products. There are so many areas to get involved in and grow your experience through many avenues.
Anne Campbell, Compliance Engineer at Caravan Industry Association of Australia
What attracted you to (or brought you to) the caravan industry?
I’m a little ashamed to say that I came to the caravan industry almost by accident… I was looking to return to work after an extended maternity leave, and it was obvious that my previous (Automotive) industry had a very limited remaining life in Australia. After a frustrating search for alternatives, I stumbled across an unidentified job agency ad listing a set of requirements that could have been my career to date in dot points. As a lifetime caravanner and camper, when the job turned out to be with Recreational Vehicle Manufacturer’s Association (RVMA), which later merged into Caravan Industry Association of Australia, it just seemed like it was the place I was meant to be!
What excites you most about the caravan industry?
The passion of the people in this industry. Without exception, the people I meet don’t just run businesses; they have a real passion for their product, location, customers, and the caravanning and camping lifestyle. I find great satisfaction in working in an industry that brings people their “happy time” through the leisure lifestyle offered by the caravan industry.
What do you think are the biggest opportunities for the industry in the future?
I think the biggest opportunities lie in embracing some of the new technologies emerging around our industry. In my immediate working scene of Recreational Vehicles, new vehicle technologies, such as driver assist features, smart cars and low/no emissions vehicles, create opportunities in both vehicle design and the provision of supporting infrastructure. Looking beyond my immediate area of expertise, I see an increasing embrace of non-traditional media and communications channels, including the emergence of accessible Artificial Intelligence platforms, as opportunities for creative and cost-effective access to our consumer base.
What is the one learning/ piece of wisdom that you have been given that has stuck with you throughout your career?
Be brave enough to bring the “real you”. The skills and perspective that each of us bring to a job role, relationship or situation are as unique as each individual. You may have something to bring that only you are able to offer – be willing to put it out there, as well as to accept it from others.
What would your advice be to someone considering a career path in the caravan industry?
Please give it a go! There are so many amazing and inspiring people to meet and so many career opportunities within our industry. To just scratch the surface think of vehicle production and engineering, resort and property management, marketing and advertising, accounting and business management, events… with locations in the cities and regional areas.
Donna Cocking, Director at Experience Holiday Parks
What attracted you to (or brought you to) the caravan industry?
Our journey into park ownership began with an unexpected turn in life circumstances, leading to the purchase of our first park. However, driven by our passion for the industry, we spent several years searching for our second park, a decision made entirely by choice. The caravan industry stands out as a vibrant force in the travel and accommodation sector, unmatched in its diversity and excitement. Every day brings something new, ensuring that the work, while challenging, is always rewarding and fun.
What excites you most about the caravan industry?
Our caravan holiday parks are places where cherished family memories are created. With more than 27 years in the industry, I feel fortunate to have shared experiences with multiple generations within the same family. It is so rewarding to be a part of the life journey of the children, watching them pursue careers, start their own families, and eventually choose to bring their own children on holiday with us, creating and sharing their same childhood memories.
What do you think are the biggest opportunities for the industry in the future?
It is a privilege to offer our guests the quintessential ‘Australian’ dream of travel and life experiences, which establishes our industry as a popular choice and perfectly suited to affordable backyard travel for our young families and ageing demographic.
With endless possibilities for future travel, our industry encompasses the lifespan of all travellers, from camping on a riverbank in a swag to travelling or living in luxury vehicles with versatility and variety. Caravan parks provide a range of accommodations, from budget-friendly grass sites to upscale cabin accommodations, catering to family-oriented visitors and even those looking to transition to community living in lifestyle villages.
There’s a deep cultural connection and a longing for freedom that emphasizes the health benefits of being in touch with nature. Environmentally conscious travellers with experiences trending towards ‘wilding’ and disconnecting from the ‘rat race’ will position our industry at the forefront of sustainable and transformative tourism, catering to those seeking refuge in nature and authentic, off-the-grid experiences.
What is the one learning/ piece of wisdom that you have been given that has stuck with you throughout your career?
Shake it Off—learn to laugh a lot and avoid taking yourself too seriously. Plus, with 90 per cent of travellers having a ‘happy’ flexible demeanour, your work is almost done before you’ve started!
What would your advice be to someone considering a career path in the caravan industry?
Go for it! You’ll cherish the myriad of opportunities, the enriching experiences, and the invaluable life lessons. Above all, the enduring friendship and support from peers who share your mindset will be your greatest reward, guiding you through every phase of your career.
Nikki Milne, CEO at Tasman Holiday Parks
What attracted you to (or brought you to) the caravan industry?
Our sector connects people with amazing locations and experiences and creates memories that are shared across generations. Further, it is an interesting property class with focused service delivery and almost endless opportunities to leverage growth with structured investment. In short, it is the connection between customer and commerce. I came to the sector through my exposure to senior living and land lease communities. Often, these parks had elements of tourism, and I quickly learned my passion was in tourism!
What excites you most about the caravan industry?
The people, and the opportunity to continue to invest and grow the quality of holiday parks in Australia. Our success is underpinned by our ability to anticipate our customers needs today and into the future–and this is exciting!
What do you think are the biggest opportunities for the industry in the future?
We can continue to innovate and adapt to remain front of mind with our existing customers and the next generation of customers; this includes different accommodations, experiences, and technology. It is also important we capture young and emerging talent to the sector, define career paths across multiple disciplines within and across supporting professional services.
What is the one learning/ piece of wisdom that you have been given that has stuck with you throughout your career?
“To get where you’re going – you need a combination of freedom and process”!. Also, if you want something done well – give it to a busy woman!
What would your advice be to someone considering a career path in the caravan industry?
Travel and explore, understand how and why our customers choose holiday parks, be prepared to get your hands dirty and push yourself to grow your career through practical experience and education.
Margaret Shannon, Founder of Charashke (and former Future Leader Award winner)
What attracted you to the caravan industry?
The caravan industry was a perfect fit because it offered me a viable full-time career that accommodated my role as a parent. It also allowed me to leverage my hotel operations experience and quickly ascend into management—a process that typically takes much longer in the hotel industry.
What excites you most about the caravan industry?
What’s truly exciting is the significant yet often overlooked impact of the caravan and camping industry on regional tourism. Equally thrilling is the strong community within the industry—a sense of camaraderie and shared purpose that extends from industry professionals and the friendships you make in our industry through to our guests and their community-like spirit, with stories shared around the campfire.
What do you think are the biggest opportunities for the industry in the future?
The future holds vast potential for cross-sector collaboration within the caravan industry and with broader tourism-related sectors. Creating joint ventures with airlines and tourism agencies could lead to innovative travel options and elevate our international presence, while greater collaboration between trade and parks and between state and national means continued growth and increased opportunities for advocacy.
What is the one learning/piece of wisdom that has been given to you that has stuck with you throughout your career?
“Be nice to the people you meet on the way up; you never know if you’ll meet them on the way down”. A guiding principle for me has been the importance of kindness in professional interactions. Recognizing that everyone has a valuable role reinforces the idea that treating people well leads to better customer service, stronger businesses, and a thriving industry.
What would your advice be to someone considering a career path in the caravan industry?
If you’re eyeing a career in the caravan industry, take stock of your skills and remain adaptable. The industry is diverse, offering various roles that could benefit from your unique skill set in unexpected and rewarding ways—there is more than just park operations or selling/building vans; the caravan industry is a thriving ecosystem!
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