Click C for Clever: Reflections wins 2025 website of the year

INTUITIVE design features such as allowing customers to virtually tour a holiday cabin before booking - and tick a box to confirm their fur baby is travelling too - has helped Reflections Holidays scoop the Australian Web Awards (AWA), winning three awards including the prestigious Site Of the Year.

Headquartered in Newcastle, Reflections Holidays is a Crown Land Manager and the largest adventure holiday park group in New South Wales, operating 41 parks and properties and caring for 47 public reserves across the State.

Reflections CEO Nick Baker said the AWA award result demonstrated the clear goal of the organisation to give customers a seamless experience when booking a holiday.

“The Reflections Holidays website was designed to feel like a breath of fresh air – it’s easy to use and genuinely built for people who love exploring,” Mr Baker said.

“In a space full of well-designed tourism websites, we stood out by focusing on solving real problems for our guests. Everything’s clean, clear and functional, with calming imagery that makes you want to hit the road straight away. It makes planning a getaway feel as good as the trip itself.”

A social enterprise which reinvests all profits back into its holiday parks and the reserves it cares for, Reflections won three Australian Web awards: the Enterprise Business Award, the Travel and Tourism Award, and the coveted McFarlane Prize for Excellence – the highest honour awarded to the site that performs best across the six judging disciplines of accessibility, content, design, development, user experience and SEO.

Reflections’ Senior Digital Product Manager Chris Stratton thanked the organisation’s external digital partner, Woolly Mammoth, for helping rebuild Reflections’ website in the leadup to the holiday park group relaunching its brand in 2024.

“The old site was clunky and totally unsuited to the scale we had grown into and we knew we were letting guests down. We needed a simple, smooth way to book a stay,” Mr Stratton said.

“From day one, we took a deliberate, customer-first approach, spending time with our Reservations team to understand why people were still picking up a phone instead of booking online. Those insights, backed by research and competitor analysis, helped us design an experience that meets real user needs.”

Since the redevelopment of its award-winning website, Reflections has reaped the benefits: the average engagement time of its website visitors has increased 88 per cent and the number of transactions has risen 40 per cent.