True Value of UK Holiday Park Sector

True Value Of UK Holiday Park Sector

A similar survey in Scotland put the gross holiday park visitor expenditure at £700 million

A similar survey in Scotland put the gross holiday park visitor expenditure at £700 million

The leading players in the holiday park sector are banking on the support of holiday park operators with a major study into the value of the holiday-park sector to the UK economy. This is the first time that such a survey has been undertaken and it follows the study done in Scotland in 2014, which revealed just how important the sector is; the gross visitor expenditure was £700 million and the gross FTE (full-time equivalent) jobs were 13,000. The report was invaluable to parkowners in Scotland because it enabled them to support planning and funding applications with hard facts and, in general terms, the report was used to lobby the Scottish Government, local authorities and VisitScotland. The BH&HPA, the Caravan and Motorhome Club, the Camping and Caravanning Club, and the National Caravan Council have formed a working group, the Economic Impact Research Group (EIRG) and engaged Frontline Consultants to undertake the research in England, Wales, Scotland and Northern Ireland during 2018, with the aim of publishing the report at the end of the year.

• Park-Owners and Operators, will be surveyed online between March and April to ascertain their expenditure on wages, maintenance, capital investment, etc, via an online questionnaire. A small, but representative, number of park-owners will be invited to undertake a more detailed survey by telephone. Parkowners will be contacted by email or telephone by Frontline Consultants .

• Visitors, who will be asked to complete an online survey between Easter and the end of September, in order to ascertain their spend, both on the park and in the local area, length of stay, kind of accommodation used, etc. The EIRG will seek your help to publicise the survey via your website and newsletters and at reception.

Without the participation of parkowners it will be difficult for the EIRG to get robust data and the funding organisations would be grateful if you could give your active support. On behalf of the EIRG, Nick Lomas, Director General, Caravan and Motorhome Club, said: “Committing to this major survey not only demonstrates our enthusiasm in working together for the benefit of the sector, but, importantly, the survey will generate some powerful, robust evidence which will help parks and organisations across the country.”

The report will establish the value of the holiday-park sector to the UK economy, enable comparisons to be made across the four countries, and provide statistics covering various categories, e.g. by area and by type of accommodation. The resulting report will be immensely important to the sector, especially as such a survey has not been done before and it will therefore establish a benchmark as well as identify the overall economic value. In Scotland, the overall profile of the sector was raised in both the public and private sectors, with key organisations and decision-makers being sent a copy of the report and publicity in the national media. The EIRG will ensure that the report is put into the hands of relevant key organisations across the UK. And, of course, you will be able to access the full report for your own information and use.

Fool’s Gold

Giving Visitors value for money pays off, reports Damien Corbet

FOOL'S GOLD

Giving Visitors value for money pays off, reports Damien Corbet

With the holiday park market as robust as it is, the biggest mistake operators can make is to cut corners. “Customers are increasingly aspirational and are looking for a ‘better than home’ experience” says Jon Moxon, Hoseasons’ Business Development Manager. “People are happy to pay for their UK short break or summer holiday but want to know they’re getting value for money. “So, to ensure the longevity of your cabin or lodge – and to sustain the price – I’d advise any owner to buy on quality, not price and furnish the unit to the highest standard they can.” This sentiment is echoed across the industry. The popularity of the UK ‘staycation’ has been on an upward trend for many years and shows no sign of slowing down. Less travelling time, no language issues, no currency exchange – and safety – are all factors encouraging increasing numbers of Brits to holiday at home. “All these factors have increased demand, with a trend emerging for shorter but more frequent breaks. With all this, guests are also expecting a lot more from their accommodation,” adds Pathfinder Homes’ Kelly Martyr.

In 2018, the winners will be those owners who meet the value for money proposition. Jon Moxon again: “Typically, I would expect these units to be open plan, light and airy with a great sense of space – and packed with features. The accommodation should be fitted out with branded equipment, large TV in the lounge and TVs in the bedrooms, and ideally a hot tub on the deck! Other features customers are looking for are wine coolers, wood burners and of course free wi-fi.

The striking exterior of North Lakes Lodges in Cumbria, part of Hoseasons' Evermore range.

The striking exterior of North Lakes Lodges in Cumbria, part of Hoseasons' Evermore range.

 

BOUTIQUE SITES

“We know space is at a premium on a park, but privacy is a rare commodity and the more space that can be provided between neighbours the better. There are several parks that are comfortably achieving this across the country, from the smaller quirky boutique sites such as Mallory Meadows in Leicestershire and Blossom Plantation in Northumberland, to sites offering activities such as shooting and fishing. Westlands Country Park in Scotland is a great example of a new site mixing traditional outdoor pursuits and contemporary comfort. Overall, it’s a combination of factors that make any unit and park stand out from the crowd. It’s about having a sense of identity and providing a quality lodge experience that is as good, if not better, than home,” added Jon. Another trend Pathfinder Homes is seeing is a strong rise in ‘romantic style’ designs. “We have recently created a bespoke Tuscany design specifically for the romantic rental market,” says Kelly. “This cabin measures at 40 x 22 and is a luxurious onebedroom home with an open plan layout featuring a freestanding bath sharing the same room as the huge super king size bed.” Operators should always be thinking about new ways to market their parks. If your park is situated in the right kind settings, you should certainly consider adapting a proportion of your site to meet this growing romantic break market.

Pathfinder's new 'Retreat' has a carefully planned layout and stunning internal design, utilising a combination of unfurnished style wood and red brick.

Pathfinder's new 'Retreat' has a carefully planned layout and stunning internal design, utilising a combination of unfurnished style wood and red brick.

SMART SWITCH

The growing demand for better value for money, with guests expecting more from their accommodation, are just some of the factors that should encourage operators to consider switching from caravans to lodges. According to Robert Sheridan, Managing Director of Finlog, their log cabins are always more popular than other types of accommodation: “They get more repeat bookings, always book out first and demand higher rents. “From an ecological point of view, you also can’t beat a log cabin. They last for generations, so you won’t need to waste money, time, energy and down-time replacing them every five years or so. As they never go out of fashion, revenues stay strong; they are also far more-energy efficient than a standard holiday mobile home.” Robert also stressed that log cabins don’t really have a ‘season’ and are not influenced by current trends, so their ‘shelf life’ is far longer than a factory-made cabin or lodge. When it comes to payback for your investment, it’s not always a straightforward calculation and there are many factors to take into consideration. The purchase price of lodges varies tremendously depending on model and finish, and the addition of key features for the rental market such as hot tubs. “For the rental market we would typically target a four-year ROI, possibly less given the continued buoyancy in the market,” added Jon Moxon.

Finlog’s log cabins are available in a choice of contemporary or traditional interiors.

Finlog’s log cabins are available in a choice of contemporary or traditional interiors.

ROBUST RENTALS

“With the rental market being as robust as it has been, the main pitfall is not to cut corners,” explains Jon. “As already mentioned, customers are increasingly aspirational and looking for a ‘better than home’ experience. So, for the longevity of the product and sustaining the price, I’d certainly advise any owner to buy on quality, not price, and furnish the unit to the highest standard they can. “It’s also important that the accommodation has a sense of place and fits its location. A white-washed, beach-style lodge in the Yorkshire Dales, flor example would feel out of place! Similarly, if your park has great views, take advantage of them – have a gable window or a central living layout so the bedrooms have an equally good view as the lounge. “Remember the accommodation is a rental unit, so fit it to the highest standard possible and use branded products, but also make sure it can take the hard work of two changeovers a week for 32+ weeks a year.” The message coming from the industry is loud and clear: Don’t cut corners, give visitors value for money and provide the best quality you can afford. The payback will be handsome.

 

 

Extended Seasons

Extended Season

Combining fashion and function, at a touch of a button, outdoor fires allow guests to extend the holiday season and make the most of their evenings. Ivy Living offer a range of outdoor fi res including the Table, the Large, the Inclusive and the Compact for hospitality and lodges. They are suitable for roofed or partially enclosed areas to create a magical social experience without sparks, fumes, smoke, or ash, just warmth and atmosphere.Easy to clean and resistant to sun, rain and frost, all Ivy Living units are completely self-contained with their own propane gas cylinder, or can be linked into a stored propane system.

Ivyliving
Tel. 0844 800 2214
www.ivyliving.co

Smarter Energy

Smarter EnergyEnergy Controls

With the new Energy Controls App, users of the company’s SMART Pre-pay meters can make energy payments from their smartphone, tablet or PC. This dramatically reduces admin and eliminates the need for cash handling for landlords whilst providing a safe, simple and secure way for consumers to purchase electricity credits anytime and from anywhere. Energy Controls is the UK’s leading supplier of SMART meters and Pre-payment metering systems. Having been a market leader for over 25 years they are the UK’s exclusive distributor for the world’s largest meter manufacturer, Landis and Gyr. For more details contact the team today or visit the Energy Controls website.

Energy Controls
Tel. 03452 304 535
www.econtrols.co.uk

Exceeding Expectations

Exceeding ExpectationsExceeding Expectations

Recent investment in IT systems, personnel and staff training means that Compass is better equipped than ever to exceed our clients’ expectations. We feel bigger, we feel stronger and we’re raring to go! Plans to improve both the products and services we provide in 2018 are well advanced and we’re anticipating exciting growth and change. Watch this space! In the meantime, our multi-skilled, long-experienced team will continue to offer our clients specialist park business cover and 24/7/365 emergency support. We’ll also continue to offer free, no-obligation insurance health checks to those that might be seeking an alternative provider.

Compass Insurance
Tel: 01452 511430
Web: www.compass.co.uk

Communal Areas

Communal AreasACommunal Areas

Years of experience working in the holiday and leisure sector means that we can help you to transform underutilised areas to create the perfect communal space within your Holiday Park. We understand the importance of creating great outdoor socialising and dining opportunities for your clients, regardless of what the British weather is doing. Our canopies provide rain and sunshine protection, making the communal space truly functional all year round. We conduct FREE site surveys, design and build a canopy for your space, providing a seamless service from start to finish. All our structures are guaranteed for 25 years, giving complete peace of mind. If you would like to create the perfect outdoor communal space, get in touch today.

Fordingbridge
Tel. 01243 55 44 55
www.fordingbridge.co.uk

Property Part Exchange

Property Part ExchangeProperty Part Exchange

Quickmove Properties is the UK’s largest property part exchange company. They work with leisure parks across the UK to offer a professional property part exchange service for customers looking to secure a holiday home, without the hassle of selling an existing second home on the open market. Property part exchange takes away the anxieties and uncertainties of the transaction, turning a holiday home browser into a ready to proceed cashbuyer. Quickmove Properties also provide a ‘Stock Support’ service to UK park operators and have a range of units ready for siting that can bring forward completion by several weeks.

Quickmove Properties
Tel. 0800 328 2168
www.quickmoveproperties.co.uk

Bunn Leisure Entertainment Investment

Bunn Leisure Entertainment Investment

Bunn LesiureAward-winning holiday park operator, Bunn Leisure, is continuing to invest heavily in a new state-of the-art entertainment complex and a purpose-built main reception and head office facility. The 300-acre holiday park on the stunning Selsey Peninsula is split into four villages and is mid-way through an ambitious £16m refurbishment programme replacing the 60-year-old White Horse entertainment complex.

“The White Horse was a much-loved feature at Bunn Leisure, but some parts date back to 1959 when the park was created,” Managing Director John Bunn said. “The new complex will be a very modern 21st century entertainment venue – much larger and with fantastic new facilities for our parks. With Bunn Leisure’s entertainment budget at around £2million each year, the new club will be able to welcome twice as many guests, and is expected to quadruple turnover.

“We continue to re-invest heavily in our facilities and Parks which clearly demonstrates our ongoing commitment as an innovative leader in the UK family holiday sector,” adds John. “The money we are investing into these latest improvements takes the total reinvestment value in the parks over the last 20 years to £75m.” Bunn Leisure’s new head office and visitor reception is now complete, and staff are currently relocating in stages to their new offices. Bunn Leisure employs 350 full-time and a further 350 seasonal staff, and welcomes more than 100,000 holidaymakers every year. It generates more than £60m for the local economy and the new developments will create future employment opportunities for the region.

British Tourism Oscars

British Tourism Oscars

Contenders for the British Travel Awards - which include entries from the leading holiday parks nationwide – have now been whittled down toBritish Tourism Oscars the finalists. The awards, dubbed Britain’s ‘Tourism Oscars’ attracted 1.3 million public votes last year, with Devon’s Beverley Holidays amongst the select final seven in the “Best UK Family Holiday / Holiday Park Operator” category. Director of Beverley Holidays, Nicola Furneaux, said news of its shortlisting is a thrilling climax to a very successful summer at the park: “Here at Beverley we have been welcoming guests to the English Riviera for almost sixty years, and our big-hearted team are passionate about providing holiday memories that last a lifetime.

“We are committed to offering our guests a seaside escape like no other, and have invested heavily in our accommodation and facilities this year to ensure we offer the best possible holiday experience,” said Nicola.The British Travel Awards are the largest and most influential poll of consumer opinion on tourism providers, with high quality standards and service being the main criteria.

Stitch In Time – Landscaping

Stitch In Time - Landscaping Focus

Stitch In TimeThey say planning is the key to success and in the case of outdoor space and landscaping – a well thought-out strategy will pay huge dividends not least by avoiding costly mistakes. A useful starting point is to focus on the ‘unique selling point’ of your park or for types of clientele.

If a significant proportion of your guests are young adults on a short stay, you will want to provide ‘robust’ spaces with plenty of secure seating. Clever use of security-style planting such as prickly or thorny plants, will deter access to other protected areas. On the other hand, if the bulk of your long-term residents are more mature, ensure that there are safe and attractive ornamental spaces immediately around the living areas and communal spaces, but keep them clear from debris and obstacles and use non-slip surfaces.

DUTY OF CARE

For younger guests, preparing suitable landscaping options can prove even more challenging, ensuring that play areas are safety compliant and you can demonstrate appropriate ‘duty of care’. “People often stay in a holiday park to feel more connected with the local outdoor environment, explains Martin Howe of Wykeham Mature Plants, “But it is the holiday park itself that will bring repeat custom.

“A holiday park business cannot rely solely on their location or the surrounding countryside and must provide attractive, functional spaces,” advises Martin. “Why would you stay on a site, even if there are amazing views of the surrounding countryside, if the site itself is untidy, unloved, looks unprofessional, and even potentially dangerous?” Martin encourages holiday parks to have a clear idea of what they want to achieve and how it will benefit the business and customers alike.

“Prioritise key areas and the timescale in which you need to address them,” he advises, “Large planting schemes, as well as needing significant initial outlay, will also require maintenance, so plan for this from the start and don’t take on more than you can handle in one go,” he continues. Stitch In Time 2

“Balance this with the logistical benefits (lower transport costs, less disruption in the long term, etc) of larger jobs and decide whether to undertake a single, major project or whether to break it into smaller, more manageable chunks,” Martin adds.

Knowledge of site conditions are also essential before preparing large scale landscaping works, specifically the growing conditions in each location (drainage, soil type, exposure, etc) as well as any other limiting factors, such as access by children and proximity to grazing animals. “Select plants accordingly – planting the right plant in the right place will avoid problems later,” warns Martin.

PLANTING SEASON

There is often a wider, or cheaper, selection of suitable plants available during the traditional planting season, which is during dormancy (November to March); for many holiday parks this coincides with the off-season, so this is the ideal time to plant horticulturally, commercially, and logistically to minimise disturbance to your customers. Naturally, demand for planting services at this time of year is high so plan ahead.

To read more about prepping and planning for landscaping work please subscribe to Holiday Park Scene here.

COMPANY CONTACTS

FORDINGBRIDGE Tel.01243 55 44 55 www.fordingbridge.co.uk

WOODLAND HORTICULTURE LTD Tel. 01458 441122 www.woodlandhp.co.uk

WYKEHAM MATURE PLANTS Tel. 01723 862406 www.wykehammatureplants.co.uk