Away Resorts

COAST MEETS COMFORT

Posted on November 12, 2025

THE OUTDOOR HEATED pool is the perfect spot to soak up summer sunshine.

 

We visit Whitecliff Bay Holiday Park, a perfect balance of seaside adventure, on-park facilities, and mopdern accommodation...

Located on the eastern coastline of the Isle of Wight and just a short ferry ride from the mainland, Whitecliff Bay Holiday Park is a destination that blends natural beauty with family-friendly fun.

Operated by Away Resorts, the park has established itself as one of the island’s most inviting spots for holidaymakers looking for a mix of seaside relaxation, outdoor adventure, and entertainment on tap.

Whether visiting for a short break or a longer summer getaway, guests quickly discover that Whitecliff Bay is more than just a holiday park – it’s an experience that leaves lasting memories.

A LOCATION LIKE NO OTHER
The park’s crown jewel is undoubtedly its secluded sandy beach. Accessible only through the park or via a coastal path, this stretch of golden shoreline offers the kind of tranquillity and exclusivity that’s rare in today’s busy holiday destinations.

Families can spend hours here paddling in the surf, building sandcastles, or simply enjoying the views across the English Channel. For couples or solo travellers, the beach provides a serene escape, particularly at sunrise or sunset when the cliffs glow with a distinctive hue that gives Whitecliff Bay its name.

FOUR-LEGGED GUESTS are greeted with their very own welcome pack

ACCOMMODATION FOR EVERY STYLE AND BUDGET
One of Whitecliff Bay’s greatest strengths is the range of accommodation available. From exclusive luxury lodges equipped with hot tubs and contemporary interiors, to classic caravans, chalets, and camping pitches for those who prefer a more back-to-nature experience, there’s something for every type of visitor.

Families often gravitate towards spacious lodges with modern kitchens and open-plan living areas, while younger groups and couples enjoy the flexibility of affordable chalets and caravans. Campers are well-catered for too, with well-maintained pitches and access to on-site facilities, making it easy to combine a traditional camping holiday with the perks of a full-service holiday park.

A WEALTH OF FACILITIES
Whitecliff Bay Holiday Park doesn’t just rely on its stunning location to keep guests entertained. The facilities on offer rival those of larger resorts, giving visitors plenty to do whatever the weather. The indoor pool, complete with flume, is a family favourite, while the outdoor heated pool is perfect for lazy summer afternoons.

Younger children love the adventure playground, and the crazy golf course provides light-hearted competition for all ages. The arcade and on-site launderette ensure practical needs are met, while the bike hire service opens up a world of exploration, allowing guests to discover the island’s scenic cycling routes.

A well-stocked shop and welcoming reception make daily life on the park straightforward, while the on-site bar and club deliver entertainment and dining options that extend the holiday mood long into the evening.

A coastal escape where relaxation meets adventure!

FOOD, DRINK, AND ENTERTAINMENT
No holiday is complete without good food and lively entertainment, and Whitecliff Bay delivers on both counts. The bar and club are the social hubs of the park, offering everything from family-friendly performances and themed evenings to more relaxed dining experiences.

During peak holiday periods, Away Resorts often organises special entertainment programmes, with activities ranging from live music and kids’ clubs to outdoor cinema screenings. It’s this sense of community and vibrancy that makes a stay here feel like much more than just a trip away – it’s a chance to immerse yourself in a ready-made holiday atmosphere.

EXPLORING THE ISLE OF WIGHT
While the park offers more than enough to keep families busy, its location makes it an ideal base for exploring the wider Isle of Wight. Just a short drive away, visitors can discover iconic landmarks such as Bembridge Windmill, the Isle of Wight Zoo, and the dramatic Culver Down.

The island is known for its mild climate, scenic countryside, and abundance of attractions, from historic castles to adventure parks, making it a destination in its own right. With bike hire available on site, even car-free holidays are made easy, allowing guests to enjoy the island at a leisurely pace.

WHETHER IT’S A LUXURY LODGE with a hot tub or a cosy caravan, there’s accommodation for every style occasion

PERFECT FOR FAMILIES, COUPLES, AND GROUPS
Whitecliff Bay Holiday Park strikes a balance that appeals to a broad audience. Families love the safe beach, pools, and child-friendly facilities; couples enjoy the romantic coastal setting and peaceful walks; and groups of friends find plenty of opportunities for fun, whether on the beach, in the bar, or exploring the island together.

The variety of accommodation ensures that everyone, from luxury-seekers to budget-conscious travellers, feels at home. Whitecliff Bay Holiday Park on the Isle of Wight encapsulates the best of the British seaside holiday tradition while offering modern comforts and a wide range of facilities.

Its stunning private beach sets it apart, while its excellent accommodation, family-friendly activities, and vibrant entertainment make it a destination that keeps guests coming back year after year. For those seeking a coastal escape where relaxation meets adventure, Whitecliff Bay is a holiday park that truly delivers.

Whitecliff Bay Holiday Park
0333 242 9852
www.awayresorts.co.uk/parks/isle-of-wight/whitecliff-bay/

AWAY RESORTS

Posted on November 12, 2025

Redefining the UK Holiday Park Experience...

In an era when the staycation has become not just a necessity but a lifestyle choice for millions, few operators have done more to reimagine the British holiday park than Away Resorts.

With a fast-growing portfolio of twenty-five locations stretching from Scotland to Cornwall, the brand has become synonymous with creativity, innovation, and a spirit of difference that sets it apart from the competition.

From quirky themed accommodation and digital innovation to sustainability initiatives and an ethos grounded in care, Away Resorts is positioning itself not just as a provider of holidays, but as a disruptor changing the way the UK thinks about leisure breaks.

STANDING OUT IN A COMPETITIVE MARKET
What makes Away Resorts unique? In a crowded sector, the company has developed a reputation for “discover different,” their core brand ethos.

Rather than simply replicating the tried-and-tested caravan or lodge model, Away Resorts has created a portfolio of imaginative accommodation options that delight guests and surprise even seasoned holidaymakers.

From luxury lodges with hot tubs to glamping tents and classic chalets, there’s a style to suit every budget and taste. Standout offerings include Rockstar-themed accommodation with retro touches adding a playful, immersive experience that goes beyond the ordinary.

This sense of creativity and character has become a hallmark of the operator, proving that innovation and fun are as important as convenience in attracting today’s holidaymakers.

ADVENTURE PLAYGROUNDS, POOLS, and activities keep all ages entertained.

VALUES THAT INSPIRE
The company’s vision is simple yet powerful: “to inspire everyone to holiday in the UK.” This vision is underpinned by Away Resorts’ guiding values of being Amazing, Attentive, and Lovers – principles that are woven through every aspect of their parks.

• Amazing: Constantly surprising and delighting guests with new experiences, from themed breaks to exciting park entertainment.
• Attentive: Ensuring the details matter – whether through responsive customer service or well-maintained facilities.
• Lovers: A passionate commitment to their people, customers, and the environment.
• This values-led culture has allowed the operator to foster strong loyalty, not only among guests but also among its workforce of 1,000+ employees.

LUXURY LODGES WITH A TWIST, from hot tubs to themed décor, accommodation is designed to delight.

A DIGITAL-FIRST APPROACH
Holiday parks are no longer places where guests expect to switch off completely from technology. Instead, visitors increasingly demand digital convenience at every stage of their journey – and Away Resorts has risen to the challenge.

More than 65% of bookings are now made online, reflecting the brand’s commitment to ensuring the booking process is as seamless as possible. Significant investment has also been channelled into the Away Resorts App, designed to give holidaymakers real-time access to everything they need during their stay.

From booking activities and checking entertainment schedules to ordering food and drink, the app serves as a digital concierge in your pocket.

AWAY RESORTS’ imaginative approach keeps visitors coming back year after year.

SUSTAINABILITY IN ACTION
Modern holidaymakers are increasingly conscious of sustainability, and Away Resorts has taken proactive steps to reduce its environmental footprint.

Initiatives across all parks include:
• Recycling bins and bags provided in every accommodation unit.
• Plastic-free drives, reducing single-use plastics across food outlets and retail areas.
• Broader commitments to energy efficiency and eco-friendly operations (more details can be found at awayresorts.co.uk/about/sustainability).

By embedding sustainability into everyday operations, Away Resorts is not only meeting guest expectations but also aligning with long-term environmental goals that benefit communities across the UK.

THE UK HOLIDAY MARKET TODAY
The rise of the staycation has been one of the defining travel trends of recent years, and Away Resorts has been at the forefront of this surge. The UK holiday market has seen excellent volume growth, with bookings up by 12%, reflecting an appetite for breaks closer to home.

Interestingly, the company notes that last-minute bookings are arriving later than ever, a sign of the changing behaviour of today’s consumers. Flexibility and the ability to respond quickly to demand are crucial, and Away Resorts’ diverse accommodation portfolio and tech-driven booking systems place it in a strong position to capitalise on these shifts.

LEADING THE WAY – With innovation, values, and a playful spirit, Away Resorts is shaping the future of UK staycations.

AMBITIONS FOR THE FUTURE
Looking ahead, Away Resorts remains committed to its role as a disruptor in the UK holiday park sector. The company’s short and long-term goal is clear: to continue innovating and delivering amazing experiences for customers and owners alike.

From a single holiday park business to one of the UK’s fastest-growing operators, Away Resorts has carved out a distinctive space in the market. With twenty-five parks nationwide, a clear ethos of “discover different,” and a passion for pushing boundaries, it is redefining what the British holiday park can be.

By blending imaginative accommodation, sustainability, and digital innovation with strong values and attentive service, Away Resorts isn’t just offering a place to stay – it’s creating experiences that guests can’t wait to repeat. And with the staycation trend showing no signs of slowing down, the future looks bright for this bold and imaginative operator.

Away Resorts
0330 053 7000
www.awayresorts.co.uk

AWAY RESORTS’ NEW ENTERTAINMENT MANAGER

Posted on February 13, 2025

Away Resorts has taken a bold step toward elevating guest experiences by appointing Melody Munday as its new Senior Head of Entertainment Operations. With an impressive 34-year career spanning hospitality, leisure, and entertainment management, Melody is no stranger to transforming experiences into unforgettable memories.

Her resume boasts work with leading UK brands like Grosvenor Casinos and Mecca Bingo, where she introduced innovative entertainment concepts that successfully appealed to younger audiences. Now, she’s set to bring that same creativity and expertise to Away Resorts, broadening the scope of live shows, seasonal events, and activities across its 27 parks in England, Scotland, and Wales.

Known for its vibrant, family-friendly atmosphere, Away Resorts has built its reputation on providing memorable holidays with entertainment at the heart. Holidaymakers rave about the unique shows and activities, which are often highlighted in glowing online reviews. Melody’s appointment signals a renewed commitment to enhancing these experiences even further.

THE STAYCATION IS BACK FOR 2025!

Posted on February 3, 2025

More Brits plan to holiday in the UK than travel abroad this year, according to research from holiday park operator Away Resorts. Scotland tops the list of most desirable UK destinations for 2025, followed by the South West and Wales.

Yorkshire, London, and Northern Ireland also rank highly, while the West Midlands was deemed the least desirable. The survey of 2,000 adults revealed that 76% feel there are still plenty of UK spots they’d love to explore.

Top motivations for a staycation include rest and relaxation (36%), a change of scenery (26%), and quality family time (25%). Key 2025 travel trends include train travel (21%), nostalgia trips to childhood destinations (18%), and cold-weather “cool-cations” (15%). Solo travel is also gaining popularity, particularly among 25–40 year olds, with 21% planning solo trips, as well as 7% of over 65s.

AWAY RESORT’S PRESTIGIOUS Gara Rock Penthouse.

Inspired by 2024’s UK sightings of the northern lights, 14% of Brits aim to stargaze or chase the aurora borealis this year. Carl Castledine, Founder of Away Resorts, noted, “It’s encouraging to see the appetite for staycations remain strong. The UK offers incredible opportunities for adventure and relaxation in stunning surroundings.”

Planning habits vary, with 37% booking holidays far in advance for better deals, while 17% prefer last-minute spontaneity. This year, 28% of Brits aim to take more UK breaks, with 23% resolving to embark on small monthly adventures.

The staycation trend is alive and well, as Brits rediscover the beauty and variety of their own backyard. Away Resorts is one of the UK’s most-popular holiday park operators, with 25 locations across the UK, including Scotland, Lincolnshire, Isle of Wight, North Wales, Hampshire, Dorset, Cornwall, Hayling Island and Essex.

Away Resorts
0330 127 7834
www.awayresorts.co.uk

 

AWAY RESORTS St Ives Bay Holiday Park.

AWAY RESORT’S Glendevon Residential Country Park.

LET US ENTERTAIN YOU!

Posted on August 3, 2023

LET US ENTERTAIN YOU!

The vibrant mix of holiday destination talent...

BUTLIN’S BIG WEEKENDERS, exclusively for adults, has a brand-new break for 2023, We Call It Dance.

Holiday entertainment has significantly evolved from the first Redcoats of the 1930 and the Hi de Hi era of the Sixties. Operators of parks, large and small, still agree that getting the entertainment mix right remains crucial to ensure happy, satisfied customers. While holiday parks continue to evolve and offer modern amenities, depending on the target market, the traditional camp host still has a place.

Their expertise, personal touch, and ability to create a sense of community contribute to the overall experience and can make a holiday park stay even more enjoyable. These days, holiday destinations are constantly raising the bar by offering a diverse range of entertainment options to cater to different age groups and interests.

A mix of live shows, musical performances, themed events, and interactive experiences all aim to engage visitors. Holiday parks typically manage their entertainment offerings through a combination of planning, coordination, and collaboration.

 

• Entertainment Programming: Design a varied programme that caters to different age groups and interests, including live performances, themed events, sports tournaments, and workshops.

• Talent Booking: While considering the preferences and demographics of guests, working with external performers or talent agencies can be a cost-efficient way of securing talent such as musicians, magicians, dancers, and comedians.

• Activity Scheduling: The entertainment team creates a schedule for activities, ensuring a good balance throughout the day. This helps guests plan their participation and prevents overlapping events.

• Facilities and Venues: Dedicated spaces for entertainment may include theatres, outdoor stages, sports courts, and activity rooms. These areas are equipped with appropriate sound systems, lighting, and seating arrangements to enhance the overall experience.

• Key Personnel: Trained staff members including entertainers, activity coordinators, and event managers, are employed to execute the entertainment programme. They oversee the smooth operation of events, interact with guests, and ensure everyone’s enjoyment and safety.

• Guest Feedback: Collecting client feedback through surveys, suggestion boxes, or online platforms.

This helps them understand preferences, identify areas for improvement, and make necessary adjustments to future programs. No better example of holiday destination entertainment than Butlins with its wide range of shows, live performances, and activities suitable for all ages. The resorts often feature popular acts, live music, and themed events, ensuring a vibrant atmosphere.

THE EVOLUTION OF UK HOLIDAY destination entertainment has resulted in a more inclusive and engaging experience for visitors. Pic. Fowlers

BIG WEEKENDERS
Ranging from genre specific breaks like the new We Call It Dance weekender to popular decade breaks, 2023 will see 16 different Big Weekenders – all for adults only. There are also some new, big-name artists performing at Butlin’s for the first time. Continuing with the dance theme, Tom Zanetti, Route 94 and Lovely Laura and Ben Santiago are all new acts playing the We Love Ibiza weekender.

Sophie Ellis-Bextor is other new headliner performing on Back To The 2000s and Replay Weekenders. Mike Godolphin, Entertainment Director at Butlin’s, said: “We’re thrilled to be introducing a new dance weekender featuring some of the biggest names in the industry. “We Call It Dance is a brilliant opportunity to get your mates together and enjoy an unforgettable three nights of house, disco, garage and much more.

We can’t wait to see everyone on the dancefloor in Skegness later this year.” With the tagline ‘the Home of Entertainment’, Butlin’s is continually redefining what entertainment is, could and should be. The holiday park chain is opening a brand-new indoor activity centre, PLAYXPERIENCE, at its Bognor Regis resort.

Described as “an immersive indoor hub”, this new £15million space will feature a variety of experiences all under one roof. Covering nearly 50,000 square feet, each room will be filled with adrenaline-pumping activities in the daytime and competitive, interactive bar games in the evening.

HOLIDAY DESTINATIONS like Park Holidays UK continue to invest in the quality on-site entertainment.

BIG SPENDERS
In 2022 Parkdean Resorts announced a £140 million spend nationwide at its parks as part of its biggest ever investment programme. The investment went towards new accommodation, new and upgraded activities and facilities, and installing park-wide Wi-Fi capability.

The investment also allowed Parkdean to continue to roll out its hugely popular brand partnerships, with Bear Grylls’ Survival Academy, Tots’ Breaks, and events and entertainment from Milkshake and Nickelodeon now available at more parks than ever.

Steve Richards, Chief Executive of Parkdean Resorts tells us: “By investing in our parks, we’re not only improving the guest experience, but we’re also ensuring that holidaymakers keep coming back year after year, spending money in local shops, attractions, pubs and restaurants, and supporting the communities that rely so heavily on tourism.”

The entertainment and activity offering at holiday operator Away Resorts is unique to each park. Across the portfolio there is everything from archery to line dancing, laser tag, axe throwing and zorbing, to alpaca walks and yoga, arts and crafts, bug hunts. fishing and cycle hire.

There are also traditional character shows, breakfasts and meet-and- greets with the likes of Bear, Scratch and Lucy. Sammi Storey, Entertainment Manager at Sandy Balls says “[Bear’s] so real, and it’s so rewarding seeing all the kid’s smiles!”

PROVIDING DIVERSE ENTERTAINMENT options will cater to different preferences and age groups.

 

CUSTARD PIE
Creative Director Max Barraclough is proud of what Away Resorts has achieved: “My team thrives on building unique experiences our customers will remember forever,” he says. “Our Custard Pie and Colour Festival events are now famous, with guests coming back time and time again for them.

“Our mini festivals get customers singing, dancing and really letting go. We Live Stream many events now, so no matter which park you’re staying at you can enjoy the full Away Resorts experience. We like to think the attention to detail in all our entertainment shines through.”

The entertainment offering is big – and growing - at all the parks. A good example of this family together festival, Famaland. New for 2023, it will take place at Tattershall Lakes between 21st July –2nd September and bring together epic headline shows, mini versions of its well-loved festivals including Dinoworld, Colour Throws and Custard Pie Fights, as well as some brilliant family favourite character appearances.

“All our most popular events together each week,” says the creative team behind it. Whether seeking adrenaline-pumping adventures, enchanting live performances, or a tranquil retreat surrounded by nature, the evolution of UK holiday destination entertainment has resulted in a more inclusive and engaging experience for visitors, with a focus on providing diverse entertainment options that cater to different preferences and age groups.

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!’

MAXIMISING POOLSIDE RETAIL SALES WINDOWS

Posted on May 10, 2023

MAXIMISING POOLSIDE RETAIL SALES WINDOWS

SPLASH ABOUT SUPPLIES a range of family fun swim products, from inflatables, swim toys, arm bands, and goggles to reusable swim nappies.

Swimming pools in the leisure sector have historically operated at a loss, but now great strides are being made to reverse this situation and transform retail in this area. Parks are focusing on optimising the potential of poolside retail not just from a stock listing perspective, but crucially how retail is delivered. Children’s swim specialist Splash About is at the forefront of this change, having only entered the market three years ago when it acquired wholesaler SRS Leisure.

Despite the Covid pandemic, the brand now works with 85% of UK Holiday Parks including Haven, Park Dean, Center Parcs, Away Resorts and Butlins. Splash About supplies a range of family fun swim products, from inflatables, swim toys, arm bands, and goggles to reusable swim nappies, rash tops and costumes. However, its affordable products are not the main reason why poolside retail is enjoying a boom period, success is attributed to the integrated retail solution and innovative, fresh approach the company deploys onsite.

Splash About focuses on strategic merchandising, online ordering, and stock guarantees, all designed to optimise retail sales, especially during peak trading periods. Bespoke marketing and merchandising capitalise on space, creating a ‘retail theatre experience’ for its range of swim products. Attractive, clean, streamlined displays are all designed to withstand the sub-tropical temperatures of retail pool areas and product is strategically displayed to maximise sales.

SPLASH ABOUT FOCUSES on strategic merchandising, online ordering, and stock guarantees, all designed to optimise retail sales

Its unique retail solution incorporates a dedicated account person, bespoke branding to convey the individual ethos and customer demographic of each Holiday Park and deliver a range of products to truly reflect customer requirements. The integrated retail solution provides bespoke web portals, showing stock levels in real time, to not only accelerate the ordering process but to reduce the reliance on manual ordering. Analysis of sales data, automated re-order and pre-agreed product replenish can all be enabled with stock level guarantees and next day delivery to optimise sales during critical trading times.

It’s testament to Splash About’s distinctive approach that an initial three-month trial at Center Parc’s Elveden Forest site, to gauge whether its range of family fun swim products would appeal to its holiday makers, was such a success that the trial was extended to all its other parks after only six weeks. Forward thinking Holiday Parks are taking an all-encompassing approach to optimising poolside retail, which as a result could really help to keep their company’s head above water in these challenging economic times.

Splash About
info@splashabout.com
www.splashabout.com

STEPPING UP THEIR GAME

Posted on April 22, 2022

STEPPING UP THEIR GAME

A personal view by Jamaine Campbell of MD Elite Dynamics

THE PANDEMIC INTRODUCED a new audience of people to caravan and lodge holidays.

Solely from an industry viewpoint, if two years of Covid have shown us anything it’s that holiday parks are an increasingly attractive proposition. In the last 12 months we’ve seen huge international conglomerates want a piece of the pie with CVC Capital Partners acquiring Away Resorts & Coppergreen Leisure Resorts, Sun Communities acquiring Park Holidays and Cove Communities acquiring Argyll Holidays – the value of those three combined deals alone close to £1.5bn.

Manufacturers have been responding to record demand for caravans and lodges and holiday parks have had a strong 2021 on the back of what was a challenging 2020 for everyone within the travel and hospitality industry. Almost every week, there’s a new report about land somewhere in the UK being turned into new holiday parks.

Added to that, there’s some pretty impressive amounts of money being invested by holiday park operators to improve, enhance, and introduce new facilities to existing holiday parks and resorts. There will inevitably be people who are desperate to board a plane and fly off to the sun at the first opportunity -- we’ve seen the photographs from UK airports at Easter to prove it! However, for every one of those people, there will be another who can’t face the hassle or who still feels apprehensive or vulnerable travelling anywhere.

NEW AUDIENCE

The pandemic introduced a new audience of people to caravan and lodge holidays, and for the first time in their lives they’ve had their eyes opened to how great they can be and can’t wait to go back. If someone has paid thousands of pounds out for an amazing lodge with a hot tub, they’ll be going back to that park time and time again. Like anything in business… you’ll win some customers, and you’ll lose some, but the demand is still there, and the forecast is still bright. Thanks in part to that demand and in response to new players entering the market, holiday parks are stepping up their game on all levels - investing in facilities and investing in technology.

For many, it’s more than a holiday park now, they’re growing into holiday resorts with multiple revenue streams; everything from golf courses to spa treatments to a range of added value activities. They’re branching out and at the same time coming to understand the benefits of modern business software solutions that can handle multiple revenue streams and growth to multiple parks. Yes, they need a park management system that manages bookings and owners. But now, they also need an integrated CRM system and an Owners App as everyone knows how important it is to engage with customers and owners.

MEMBERSHIP MODULE

They want a membership module if they’ve got any type of leisure facility, they want an Events module if they offer weddings and conferences, they want an activities module if they do yoga or bookable kid’s activities. Then they want key integrations to EPOS and Digital signature and to third-party payment gateways like WorldPay or Sage Pay. The more revenue streams a holiday park has, the more they need a software solution that can bring it all together. For us at Elite Dynamics, the future is more integration and deeper integration to the Microsoft platforms our products are built on.

There are so many exciting third-party integrations and power apps available that can change the way holiday parks operate in terms of efficiencies and exceeding customer expectations; from contactless check-ins and payments to RFID tagging of caravans to scan them on and off parks. For the last six years we’ve been doing what we can to help educate the holiday park industry on the benefits of technology. Although as an industry we’re still several years behind the hotel market on adopting technology, we’re definitely moving in the right direction.

I love this industry. From the first moment I set foot on a holiday park, I loved it. That’s why the driver for everyone at Elite Dynamics is to get the industry to move toward a position where technology isn’t something to be feared, but part of a strategic move to improve business. With dedication, commitment, and focus everyone connected to the industry can benefit from adopting technology and have a greater awareness of what is possible.

ACTION STATIONS!

Posted on May 5, 2021

ACTION STATIONS

PARK HOLIDAYS ARE WELCOMING BACK holiday home staycations at Landscove in Brixham, Devon

Sue Hollingshead reports on the surge in UK holiday bookings post lockdown...

The Great British public has a new-found love of holidays in the UK and exploring the great outdoors has been high on their agenda. They have come to appreciate the beautiful home locations that are available across the UK, and how relaxing it is to avoid the hassle of airports! The savvy park operator hasn’t missed the opportunity, and many have been hugely busy during lockdown with new marketing plans, new websites, new development phases, even purchasing new parks. Having been given the green light for re-opening holiday parks, the consumer certainly wasting no time! Since the roadmap announcement by Boris Johnson back in February, holiday bookings have soared, with people keen to get their holiday break into the diary. In addition to the normal holiday break, there is also a trend to catch up on the missed family Christmas, special birthday, anniversary, or other lifestyle events. The UK Staycation boom has been a hot topic over the past year, and with the latest travel restrictions for holidays abroad looking set to be in place for some time yet, holidays in the UK are very much in favour.

BOOKINGS BONANZA
As we progressively see the vaccine levels increase, we are seeing consumer confidence grow, which has been demonstrated by their actions and confirmed by some latest statistics. For park operators, there has been a flurry of activity to ensure everything is in place and ready for visitors. Laura Miller, Head of Marketing and Insights at Away Resorts, comments “The demand for new bookings is already up 50% year- on-year along with autumn bookings seeing a rise of 31%. When we came out of lockdown last summer, we saw an increase in bookings by 44% year-on- year.” Tony Clish, Director at Park Holidays UK, also confirms that holiday bookings are currently very strong. Tony added: “This must be seen in context with the substantial shortfalls in income suffered last year, as we would normally run at near full capacity during the holiday season. In addition, we will be entertaining many bookings this year which were postponed from last year.” Cool Camping is an Online Travel Booking Agent working with hundreds of campsites throughout the UK. James Warner Smith shared their stats with Holiday Park SCENE. “Across the board, we have witnessed a dramatically higher number of early bookings compared to previous years,” says James. “In February, bookings were up by 525% on last year, with the busiest day falling, perhaps unsurprisingly, the day after Boris Johnson announced the roadmap out of lockdown in England. March, too, is already up by over 400% on 2019,” he adds.

VENUES LIKE COGHURST HALL are providing the ultimate family getaway. Pic. Park Holidays

CHANGING TRENDS
The stats certainly demonstrate that the Staycation is on the rise, and supported by press activity over recent months, with many news articles relating to the UK holiday boom and their predictions for the future. However, what about trends, are we seeing any changes to the holiday habits of the British public? At Cool Camping, they are noticing quite a few trends. Firstly, for the location, with people particularly interested in Cornwall, the Lake District, and the New Forest. They have also witnessed their customers reacting very quickly to positive news from the government. The key date being in February when the road map was announced for England on 23rd February then also forWales, on 12th March. Interestingly there was also a surge of bookings when the vaccine was officially licensed for use in the UK. They have also noticed people booking longer holidays and spending more than in previous years. Similarly, Park Holidays have noticed a demand for top-end holiday accommodation such as luxury lodges, again an indicator of those replacing their holidays abroad. They have also noticed an increase in demand for holiday home sales, which is currently buoyant. Laura, at Away Resorts, says: “Naturally, consumers are responding to Government advice and we are seeing a huge volume of bookings post ‘Step 4’ when all restrictions are expected to lift.” Despite the surge in bookings, it would seem there is availability across the board for this summer, although it is to be expected that places will fill up quite quickly. Park Holidays are seeing bookings close to Christmas and even into 2022. Probably one of the biggest issues that any holiday booking platform has had to contend with and adapt to since COVID restrictions began in Spring 2020, is their cancellation policy. It would be fair to say that a complete revamp of policies had to be undertaken.

CANCEL COVER
Companies now need to offer a Coronavirus Booking Guarantee, with the option to move the break to a new date, or a full refund, when related to COVID. Those not offering this won’t fair well in the market. Park Holidays and Away Resorts certainly offer this guarantee. Laura, at Away Resorts, summed it up nicely: “We recognise that we are all living in uncertain times, so it is important to have something special to look forward to as a family and we want to ensure customers feel safe and confident when booking with us.” Cool Camping being an agent are in a different situation however recruited more staff in their customer service team to handle the enquiries relating to the policy. Generally, the cancellation policy would be with the campsite direct, however Cool Camping took the initiative to introduce a Cool Camping Coronavirus Booking Guarantee which was then offered to campsites to enrol into. This was rolled out with huge success. There is a theory that due to lockdown and Coronavirus Guarantees, prices will rise for 2021, however prices seem to be reasonably static at present. Considering that many bookings for this year are postponed from 2020, and although there is a huge demand, holiday parks do still need to be competitive. In fact, Park Holidays took the initiative to offer a discount to customers who had to postpone from 2020.

GOOD SUPPORT
From the point of overall support, including financially, most holiday parks seem to have weathered the Coronavirus storm reasonably well considering. Luckily, there are several industry bodies, including The British Holiday & Homes Parks Association, that have worked endlessly with the government to ensure firstly that the government understands the needs of the sector, and secondly, that park owners are provided with the maximum advice and guidance available. Tony, of Park Holidays, agrees: “The government has listened very attentively to our representations throughout the pandemic, and we are very grateful for the guidance received from them and our trade body, as to what steps to take to ensure staff and customers remains safe.” Laura adds “The impact of Coronavirus on this industry has been huge and financial support has been critical to ensuring we protect the business and our staff.”

INSPIRATIONAL FUTURE
Tony of Park Holidays, shared their activity with Holiday Park SCENE: “We have remained very busy during the closed months, and have just opened a new section of our website which previews 14 new holiday home developments across our parks. “These offer more than 200 new luxury lodges, villas, and holiday caravans. Visitors can view state-of- the-art images and tour the interiors on our website. “We have also added new indoor pools and entertainment venues to some of our parks as well as acquiring three more parks in recent months”. Laura, Away Resorts, also had investment news to share: “It has still been a busy time behind the scenes with Away Resorts investing in the UK tourism and staycation sector. “We have recently added St Ives Bay to the portfolio ahead of the peak season and recently completed the purchase of Boston West Hotel and Golf Course in Hubbert’s Bridge, Lincolnshire,” says Laura and adds: “Phase one plans have begun at Mill Rythe Coastal Village, on Hayling Island, as it undergoes an exciting £10million transformation.” James, of Cool Camping, said: “It has been fantastic to see the new business in the industry and the speed in which many companies have responded and adapted. “We have also witnessed a growth in new ‘pop-up’ camping and glamping sites, operating under the 28-day planning rule (extended this year in most areas of the UK),” James continues. “Many of these sites are people within the events industry reacting to the cancellation of festivals, utilising the accommodation they would normally provide. “Our success in supporting businesses and bringing in high volumes of bookings over the last year has led to an increase in new businesses joining our platform.” At the end of a long year, it is good to reflect on how key companies in the sector have responded. Companies like Park Holidays, Away Resorts and Cool Camping have risen to the challenge, seen an opportunity in the market, and invested in opportunities.

COMPANY CONTACTS
Away Resorts
Tel: 0330 127 7962
www.awayresorts.co.uk

Park Holidays UK
Tel: 0191 256 0795
www.parkholidays.com

Cool Camping
Tel: 0207 820 9333
www.coolcamping.com