Alpacas

HOLIDAY HEROES

Posted on August 2, 2023

HOLIDAY HEROES

Away Resort's raises the UK holiday park bar...

WATERSPORTS are a big attraction at Tattershall Lakes

International travel is back, but the Great British Holiday continues its rise. At the forefront of this increasingly sophisticated market are innovative operators like Away Resorts. A UK holiday park operator with a difference, Away Resorts started life in 2008 when Chief Executive Carl Castledine teamed up with industry stalwarts Neill Ryder and Greg Lashley.

Following in the footsteps of his grandfather who ran one of Britain’s first holiday camps, it was written in the stars that Carl would enter the parks business. In fact, according to colleagues, if you cut Carl in half, he would have the words ‘holiday park’ and ‘Away Resorts’ running through him like a stick of rock! With the acquisition of their first holiday park – Whitecliff Bay on the Isle of Wight – and a self-confessed ambition to ‘shake up the industry,’ Away Resorts was in business.

“We wanted to take the best bits of the great British holiday park, throw out the worst aspects, then add in some amazing contemporary touches, creating holiday parks for the next generation,” says Carl. And that’s exactly what they have done. Today, Away Resorts operates 27 holiday parks across the UK set in beautiful locations throughout Scotland, Lincolnshire, Isle of Wight, North Wales, Hampshire, Dorset, Cornwall, Hayling Island and Essex.

INNOVATION SUCH AS CONTEMPORARY themed accommodation fuels development. Pictured, the Rockstar.

Each park in the portfolio is unique and has its own individual appeal, whether it be festival inspired entertainment and Instagrammable themed accommodation, or retro-style talent shows and low-key camping under the stars. At the heart of every park is the same desire to inspire their guests to make memories.

“Whether customers want coastal or country locations, full-on fun or a relaxing time with loved ones, each resort is alive with character and atmosphere, and specifically crafted to suit customer needs,” explains Laura Miller, who joined Away Resorts as Head of Marketing in 2017.

“We want to ensure that our customers feel inspired and leave with ‘remember when we did that?’ moments that will last a lifetime. We want our guests to remember their holidays forever.” With an accommodation portfolio that includes over 500 Lodges (250 with Hot Tubs), 1,800 caravans, three hotels and over 200 chalets, that’s more than 120,000 holiday bookers in any one season.

Not forgetting the additional 4,000 holiday home owners across 20 parks. With investment in holiday homes growing across the UK, owners are an increasingly important part of the Away Resorts family. “Our owners tell us they enjoy their time with us again and again: unlimited holidays led by our teams on park - true Holiday Heroes,” says Laura.

THE WIDEST RANGE of accommodation appeals to all types of guest. Pictured, Camping Pod at St Ives Bay Beach Resort.

CORE VALUES
Away Resorts have 172 ‘Holiday Heroes’ supporting guests at the central office in Hemel Hempstead. During peak season, the total number of employees is just shy of 2,400. Employees share a common goal: to ‘deliver delight’ to customers. “Ultimately, our vision is to inspire everyone to holiday in the UK, driven by a mission to ‘strive for extraordinary’.

At the heart of all this are our people, led by three core values: Attentive, Amazing, Lovers,” explains Laura. Building a team that aims to be the ‘best in the industry’ has not been without issue in recent times. “The pandemic was obviously a huge challenge for all businesses, and some of these challenges have continued, most notably in hospitality and seeing a return of this skillset in particular destinations,” says Carl Castledine, CEO.

“During the pandemic, our fantastic team responded well to the crisis, continually putting each other and our customers first. For now, we look to attract talent with some of our fantastic benefits, training and coaching opportunities. We have such an amazing sector to work in and it’s about attracting new, young talent.” Latterly, the war in Ukraine has also put pressure on the business.

“The impact of both energy and non-energy commodities continues to be challenging,” says Carl. “We have had to work smarter through this difficult period, whilst not compromising our great offering for guests and owners.” There’s clearly no slowing down on delivering on expectations at Away Resorts. Excellence in service and a commitment to innovation are the hallmarks of their continued success, and there’s a constant flow of new and exciting ideas to fuel development.

With over £14.5 million invested in the last 5 years, Tattershall Lakes in Lincolnshire is now the biggest resort in Away Resorts’ portfolio. With a guest profile split equally between young families, families with teenagers, couples and groups, Tattershall Lakes really does offer something for everyone. Water-based activities are a major draw at this eight-lake site (three offering watersports) including water and jet skis, stand-up-paddleboarding, canoeing and kayaking, as well as more laid back pedaloes.

NEW STARGAZER ACCOMMODATION at St Ives Bay Beach Resort.

There’s also an inflatable Aqua Park, outdoor lakeside Lido, outdoor splash pad, sandy man-made beach, as well as an indoor swimming pool complex with an aqua play splash zone. An extensive variety of accommodation offers the widest appeal from classic caravans to lakeside lodges, to the ultimate in ways to stay with Away Resorts new range: the Esme, the Rockstar and the TriBeCa.

With enormous flatscreen TVs, private hot-tubs and stylish, contemporary furnishings, as well as quirky individualised design touches (think foliage and Union Flag feature walls and neon light décor), these exclusive holiday homes are ideal for a new generation of UK holidaymakers. And when they want to head out after dark, how about a trip to the Giggling Goose, a stylish over 18s gin and cocktail bar with an expert mixologist and secret rooftop garden.

With a multi-million-pound private equity investment taking place in 2021, Away Resorts were primed for further expansion with the acquisition of St Ives Bay Beach Resort. This beautiful location with access to 3 miles of prime Cornish beach has seen £3.7m investment in new accommodation over the past two years. The new Thalassa and Stargazer holiday homes are the ultimate in indulgence with the latter offering roll top baths, hot tubs, and a glass window in the bedroom for exploring the evening stars.

More innovation is apparent at Sandy Balls Holiday Park, one of Away Resorts most popular destinations. This holiday village offers forest-themed accommodation, exceptional family leisure activities including walks with resident alpacas, and an annual Forest Festival, all with the outstanding natural beauty of the New Forest as its backdrop.

AWAY RESORTS INVEST heavily in new entertainment and activities. Pictured, Alpaca Walks at Sandy Balls Holiday Park.

FUTURE-PROOFING
With future-proofing a top priority, it’s no surprise that sustainability and ‘giving back’ are also high on the agenda. All new developments are built using the latest energy-saving technology and the team work closely with caravan and lodge manufacturers to keep pushing boundaries.

“In our recent new development at Mill Rythe Coastal Village in Hampshire, we’re installing a brand-new natural airflow system instead of electric-powered air handling units,” explains Carl. “This natural airflow system is PV (solar) powered.” Projects to end single plastic use and increase recycling including uniforms are well underway. Charitable giving is also significant.

Working with Creating Tomorrow’s Forest, Away Resorts plant a tree for every holiday home sold to a new owner. There’s also a partnership with Surfers Against Sewage with many locations doing regular beach cleans. A commitment to protect the Great British Holiday and our Planet… it seems Away Resorts are well on the way to their ambition ‘to make the future amazing for everyone!’

CARRY ON GLAMPING

Posted on October 27, 2022

CARRY ON GLAMPING

Eco-credentials and a unique experience are top of the list when it comes to maintaining that all-important occupancy rate, reports Judith Wojtowicz

 

PEACE AND TRANQUILLITY in the Malvern Hills, a project developed by The Rural Planning Co

 

Getting up close and personal with a llama might not be everyone’s idea of a perfect holiday break. But at Glamping with Llamas on the border of Norfolk and Cambridgeshire, it is the ultimate in experiential glamping. The clue is in the name… a herd of ‘off duty’ grazing llamas are well used to visitors walking among them.

At 6pm each day, in the words of Tina Gambell, they are ‘on duty’ as she and husband Chris feed, groom and demonstrate how to handle them, sharing with visitors keen to learn more about these gentle creatures. The couple set up their business after realising their paddock pets had potential to offer a unique visitor experience.

“The difference here is that we encourage our guests to walk among the llamas and interact with them where similar sites seem to keep their animals behind a fence,” said Tina. One of their llamas acted as ring bearer for a summer wedding… a truly immersive and unique experience.

 

A WOOD-BURNING STOVE at the heart of this well-appointed safari tent is ideal for chilly nights at Meadowfield

 

SELLING POINTS
“The market is becoming saturated but for sites with a genuine usp, even those who are watching their pennies, will return if they enjoyed a memorable and unique experience,” added Tina, who is developing their wedding offering for the coming year. The word ‘experience’ is cropping up more and more as market growth slows, having seen an explosion of interest during the pandemic as people sought ‘outside’ holiday options.

While some pop-up sites and less-well managed businesses have since vanished, there is still much to choose from, be it a £60 per night cabin with shared shower block or high-end glamour from £200 upwards. In the absence of definitive data, anecdotal evidence seems to indicate glamour alone is no longer enough. Among the fast-growing millennial crowd, priorities include an eco-friendly offering combined with glorious setting and 5-star plus luxury… picture perfect for Instagram.

 

They want quirky en suite accommodation, think treehouse, geodome, gypsy caravan, stargazer tent, yurt, exotic tipi or converted vintage vehicles, with added value such as spa, wellness activities, nature trails and even the services of a top-class professional chef. Green tourism is a big trend with all ages, as people actively seek a glampsite that embraces sustainability, reducing their carbon footprint and getting close to nature.

One such is Brownscombe Luxury Glamping in Devon whose far-ranging sustainability policy has seen it win the Green Tourism Gold Award three years running. Its commitments include using third-party suppliers who follow similar principles such as the local laundry that has invested in biomass and solar technologies to minimise their impact on the environment, not to mention a water borehole.

 

SUNRISE: There’s glamping and then there’s Glamping with Llamas.

 

A fine example of a circular economy designed to reduce waste and protect the environment. Sarah Riley, founder of The Glamping Academy helps would-be hosts around the world to design their dream eco-accommodation. She told us: “Only ten years ago a bell tent in a field was enough of an attraction because it was seen as new and different.

Today, as well as a wonderful location and amazing interiors a successful business needs to maximise the guest experience.” All those things can be found at The Little Shire in Somerset, whimsical hobbit houses built partly underground… fit for hobbits and humans, says Adelle Hobbs, who added glamping to an established commercial operation within a converted dairy farm.

A selection of independent shops and eateries, plus black-nosed valois sheep and friendly alpacas make for a memorable setting. There is even a hobbit playhouse for children.

 

UP CLOSE and personal with Ria the llama.

 

COSY AND WARM
The houses are fully insulated with underfloor heating. While this makes them cosy and warm enabling year-round occupancy, they are energy hungry which is cause for concern amid rising costs. Fresh water comes from a borehole and the site has its own waste system.

Having welcomed her first visitors in May last year, after a four-year planning process interrupted by the pandemic, Adelle was fully booked very quickly and is anxious not to lose that momentum. Marketing is an ongoing challenge a role she has now passed on to a professional agency to relieve her of the ‘mind-boggling stress’ that kept her awake at night worrying about the online booking system and social media.

 

“I am great with people, and I love this lifestyle, but the key thing when starting out is to treat it as a journey of self-discovery, she said. “Learn what you can and can’t do and accept advice and help whether it be technical, practical physical tasks or the all-important planning stage.” In contrast, Meadowfield Luxury Glamping in Warwickshire is part of a working arable farm offering a ‘hands on’ experience to guests who stay in luxuriously appointed safari tents.

Their farm tour, by third generation farmer David Mold, is an education for all ages, especially children who have never seen a combine harvester or those who have no idea where food comes from. His wife, Jules, who was a panellist at The Glamping Show recently, has turned a four-acre meadow, seeded with wildflowers as part of an environmental project, into a thriving glampsite running between April and October.

 

THIS LOTUS BELLE STARGAZER Tent sleeps 10 in a one-acre paddock at Glamping with Llamas

 

“The site is set just off the yard, so guests are close to nature while also getting a close-up view of farm life,” said Jules. Her advice to newbies, as she explained at the show, is to do their homework and take the time to research and draw up a viable plan. And she adds a health warning: “Unless your heart is really set on it, my advice is to think twice,” she said.

“You will spend more, and work harder than you ever imagined although positive feedback is so rewarding and makes the effort worthwhile.” Diversification of this kind was one of the market drivers before Covid, farmers and landowners able to access grant funding from government and other sources to support and enhance rural life.

While this is still the case, there are signs landowners are now partnering with outside investors to monetise the opportunities. They recognise the potential for good return and see glamping as a short-to-medium term project, incorporating an exit strategy into a five-year business plan.

 

PHEW… it’s hot here! Llamas seek the shade on a hot summer’s day

 

CHANGING TRENDS
As the market evolves, this is one of the changing trends noted by The Rural Planning Co, former land agents who specialise in working with new operators. Sophie Blandford, business development and marketing manager, told us: “Ahead of Covid there was real buoyancy and excitement in the market and while that pace has slowed, 2021 was a fantastically successful year because of the ongoing uncertainty of overseas travel which boosted the ‘staycation’.

“The staycation market looks set to stay although popular coastal areas and areas of outstanding natural beauty are becoming saturated. When it comes to applying for planning permission, many local authorities will be keen to capitalise on the tourist pound. The consumer will vote with their feet in a crowded market so providing options in less obvious places is probably where the best opportunity lies at the current time.”

 

Hotels, holiday and caravan parks and even historic houses are getting in on the act, likely to generate even more competition in the future as they have their own traditional audience and are located away from the hustle and bustle of those saturated areas. “On the positive side, there is plenty of room for creativity and good return on investment, as long as the proposal is based on sound planning and in-depth research.” added Sophie.