Private car park management: how can you improve profitability?

At a time when city-centre car traffic is increasingly debated, car parks open to the public have a more important role than ever! By offering an alternative at the edge of urban areas, they give people the option to travel around the city differently. This is driving the growth of multimodal offers. But while car parks encourage users to change how they travel, the running costs of managing a private car park remain relatively high . So how can you make the most of changing travel habits while maximising the profitability of private car parks? Hesion, a developer of smart parking solutions , shares its advice!

Focus on a diverse private parking offer

By definition, a car park is somewhere to park vehicles. But look more closely and not all parking sessions offer the same value to a private car park operator . We can identify 3 customer profiles and usage patterns in private car parks .

These are:

• the « leisure » customer , who parks during their personal time between 12 and 14, in the evening or at weekends to shop, dine out or go to the cinema;
• the « regular » customer , who works nearby and therefore uses the car park daily from 8 to 19, for around 47 weeks a year;
• the « visitor » customer , who parks for longer but will not necessarily return, and whose visits generally depend on particular events or seasonal factors.

These 3 main customer groups are actually quite complementary. While « regular » customers benefit from a less profitable subscription rate, they provide a steady revenue base throughout the year. « Visitor » customers occupy spaces for longer periods, generating greater revenue at certain times. Finally, « leisure » customers are often loyal and return regularly.

Offer a high-quality and, above all… innovative parking service

Private car park management is not immune to competition . And in some urban areas, that competition can be intense. The answer is to offer customers a flawless experience. We have already discussed this in our article on car parks and shopping centres . Parking can significantly increase footfall and support retail activity by delivering a successful customer experience. The same applies to private car park management more broadly. Infrastructure featuring the latest smart parking innovations is essential to offer customers maximum convenience and secure their loyalty. Easy access, dynamic guidance to available spaces and geolocation are far from optional when it comes to winning over drivers!

Choose an appealing marketing strategy to maximise profitability

As mentioned in the introduction, multimodal offers are growing . Partnerships with local authorities and transport operators are flourishing, combining tram / bus / metro tickets with parking services. This promotes greener mobility while preserving the freedom and convenience of owning a car! At the same time, an Uber-style shift is emerging in the parking sector, with a wide range of start-ups promoting connected parking solutions. Some even offer dedicated apps for renting out vacant spaces in private car parks. This creates clear opportunities for anyone seeking a truly modern approach to private car park management.

Private car park management is undoubtedly a specialist profession that requires expert professional support. While solutions exist to optimise profitability, it starts with infrastructure combining the best technology on the market and proven expertise to create a well-designed car park. Savings can already be achieved through improved energy efficiency. Parking spaces must be carefully planned. Finally, optimised traffic flow and appropriate pricing are key factors. Hesion has been supporting you for over 51 years in delivering smart parking solutions. So if you have a parking project, contact us!