Landal GreenParks Brand Guidelines: An Insurer’s 1954 Park, Roompot & a Pause Logo

Staff houses that outsiders could rent.

Landal began with an insurer’s staff holiday park. In 1954 the Dutch insurance company Nillmij bought the holiday park Rabbit Hill, Dutch Wikipedia says. The houses were meant for Nillmij employees, but the staff was too small to fill them, so outside guests were let in. That proved profitable, and the insurer bought and built more parks in the Netherlands; the first park outside the country opened in Germany in 1965.

The parks then followed their owner through a series of insurance mergers. Nillmij was absorbed into ENNIA in 1969, and for years the parks were run under the ENNIA name. In 1983 ENNIA merged with AGO to form AEGON, which in the 1990s decided that holiday parks were not part of its core business. On 18 July 1996 Aegon Recreatie Holding was sold to a group of investors, who carried on the business as Landal GreenParks, Dutch Wikipedia says. German Wikipedia names those investors as the Dutch Indofin Group and the British Charterhouse Development Capital.

The company grew quickly in the following years. When Pierre & Vacances combined Center Parcs with its rival Gran Dorado, the Dutch competition authority would not approve the merger as it stood, and Landal took over 34 former Gran Dorado parks, smaller parks first run by Creatief Vakantieparken. Dutch Wikipedia dates this to 2002 and German Wikipedia to 2001; the German article counts 31 Dutch and three Belgian parks with about 4,500 houses, most of them privately owned.

Owners, operators and a bear called Bollo.

Platinum Equity described Landal GreenParks in June 2021 as a fully integrated holiday parks owner, operator and exclusive franchisor, with about 100 holiday parks in Belgium, Denmark, Germany, Great Britain, Hungary, the Netherlands, Austria, the Czech Republic and Switzerland. German Wikipedia notes that the Austrian and Swiss parks lie in or near winter-sports areas, that some parks have their own marinas or sit on the North Sea coast, and that De Lommerbergen and Het Vennenbos, two early Center Parcs parks that later passed to Landal, have subtropical pools. Park names in its list pair the Landal name with a local one, as in Landal Ameland State and Landal Beach Park Texel.

Ownership changed several times along the way. German Wikipedia says Cendant bought out the 1996 investors in 2004 and that, when Cendant split in July 2006, Landal went to Wyndham Worldwide, a hotel and holiday-rental group. By 2021 Landal was a unit of Awaze, the holiday-rental group that Platinum Equity acquired in 2018 and whose other brands include Hoseasons and Novasol. In 2016 Landal bought the Danish Dayz Resorts, with five parks, Dutch Wikipedia says.

The friendliest part of the old identity was a mascot: Bollo, the bear, who features in the parks’ activities for children, German Wikipedia says. The name GreenParks pointed to the woodland and countryside settings; it was also, according to parkurlaub.de, often left off in everyday speech long before it was formally dropped.

How holiday parks present themselves.

Holiday park and campsite operators sell a place before they sell a stay. Their websites open on photographs of the parks themselves: lodges and cottages among trees, pitches and mobile homes beside water, covered pools and play areas, published by each company as its own pictures of each site. The operators in this guide range from woodland villages built around an indoor pool to campsites with tents, pitches and wooden cabins, and their imagery follows those settings.

Naming does much of the branding work. Center Parcs renamed one of its early Dutch parks after customer research, according to Dutch Wikipedia, and later called its bungalows “cottages” and its pools Aqua Mundo; Landal pairs its own name with a local one, as in Landal Beach Park Texel. Accommodation is sold by type, from a pitch to a lodge, cottage or villa, and those type names carry through from park maps to booking pages.

The booking interface is where the parts meet. On the operators’ own sites a guest picks a park, then dates, party size and an accommodation type, and the site shows what is free. The journey can continue on a phone: parkurlaub.de reported in 2026 that check-in and a digital door key ran through the Landal app. Park maps show the layout of houses, pitches, paths and facilities, and are published by the companies themselves.

Behind the consumer brands sit corporate pages on owners, and these change often. Several of the companies in this guide have been bought and sold by brewers, insurers, listed groups and investment firms, and some share a name with a business they no longer own. This guide records those ownership changes as dated facts from named sources, and treats each company’s description of itself as its own claim.

A merger, a shorter name and a pause symbol.

In June 2021 Awaze agreed to sell Landal GreenParks to Roompot, the Zeeland holiday-park company, which Platinum Equity’s announcement of 17 June 2021 described as a portfolio company of the investment firm KKR. The Dutch competition authority ACM approved the deal on 12 April 2023, on condition that 30 holiday parks and the brand names Hogenboom and Largo first went to Dormio Group; the ACM found that Roompot and Landal together would be the largest provider of holiday parks in the Netherlands. The transfer was completed after approval from the European Commission and the ACM, the law firm Houthoff reported on 24 April 2023.

In May 2024 the combined company said all its parks would carry one name, Landal, dropping “GreenParks,” the German holiday-park magazine parkurlaub.de reported. In July 2024 it showed a new logo: the name in lower-case letters, an “L” set inside a pause symbol within a circle, a colour taken from the former Roompot logo, and the subtitle “Holiday breaks in nature,” parkurlaub.de reported on 15 July 2024. The company says the logo refers to taking a pause; its stated purpose is “Give everyone the freedom to find their Happy Place,” with four values: “Feel at home,” “Together as one,” “Discover your nature” and “Focus on what matters.” Roompot’s rabbit Koos joined Bollo as a mascot.

The new look went live on the websites, the app, the social channels and the emails on 10 March 2025, ferienparkfinder.de reported, and the international head office moved to Amsterdam in January 2025. In a 2026 update, parkurlaub.de says the Roompot name is no longer used, that the first large brand campaign, “You Need This,” began in December 2025, and that after consolidation Landal runs about 260 resorts in eight countries; the company’s own page from December 2024 speaks of more than 300 destinations in eleven countries.

For a design guide, Landal GreenParks shows how a merged company can rebuild its identity around one symbol and a shorter name. Compare Roompot, the company that bought it, and Center Parcs, whose early parks passed to Landal. For this guide we use a pine green, a lake teal, a dune sand and a warm clay with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Landal GreenParks’s identity on hand — save it to a board in the Made Good inspiration library.