best of british

Young Picking Up Park Habit

Posted on January 9, 2019

Young Picking Up Park Habit

Young Picking Up Park Habit

Above: Best of British consortium's board members (front, from left) direcetor James Cox, chairman Richard Legg and directors Tara White and Keith Betton

On-trend experiences, such as glamping and motorhomes, are wooing more younger first-time visitors than ever before onto parks, according to the Best of British consortium. The 2018 rise in ‘park novices’ was among the subjects discussed when BoB members met in November for their annual conference in Ely, Cambridgeshire. Comprising over 50 independent family-run parks, the group also welcomed six new members, and heard of plans to step up its successful digital marketing campaign. BoB’s online activity, reported chairman Richard Legg, had this year generated a raft of bookings and enquiries from holiday guests seeking top-end park experiences: “This is an important emerging market of younger guests who are likely to underpin our future by providing tomorrow’s customer base of visitors and holiday home buyers. “There’s every reason to believe that the growth of new park customers will remain on an upward trajectory as long as we continue to meet their quality expectations,” said Richard

Cornish Meet For Best Of British Parks

Posted on January 5, 2018

Cornish Meet For Best Of British Parks

Cornish meet

ABOVE: Best of British members undertook a tour of Newquay’s multi-award winning Hendra Holiday Park.

Members of the Best of British parks group were meeting for their annual conference at Hendra Holiday Park, just outside Newquay in Cornwall. Members enjoyed a tour of Hendra Holiday Park which was this year named as Holiday Park of the Year for Cornwall and for South West England. The family-run business, which has a host of attractions including an award-winning pools complex, provides a wide range of accommodation to rent plus touring pitches. On the agenda was a review of BoB’s 2017 activity which saw the consortium of independent family-run parks reach record numbers of new customers. A successful digital marketing campaign, members heard, had generated a raft of bookings and enquiries from holiday guests seeking top-end park experiences. The two-day conference heard from a number of specialist speakers on different ways in which they could help promote and market their businesses in the digital era. The conference was also an opportunity for BoB to welcome additional new park members to the group – and to usher in a new chairman for the consortium.

For more on this story and other news subscribe now

 

Capitalise On Silver Sector

Posted on October 20, 2015

Capitalise On Silver Sector

In2action confirms the 50+ age group is a booming demographic. Pic: VisitBritain/Rod Edwards

In2action confirms the 50+ age group is a booming demographic. Pic: VisitBritain / Rod Edwards

The UK’s holiday industry is being urged to re-evaluate its provisions for the 50+ market, following a surge in bookings at ‘adult only’ parks.

The 50-strong Best of British (BoB) holiday parks group has reported that eleven of its parks now guarantee no patter of tiny feet for those wanting to enjoy a totally grown-up holiday experience.

BoB, which comprises of independently-run parks with top tourist board ratings, reports that members which bar under-18s have seen demand rise steeply in recent times.

One of the longest established adults-only parks in BoB is Bath Chew Valley Caravan Park in Somerset which has been a child-free environment for almost 25 years. Park owner Keith Betton says its appeal covers all age groups: “Although our motorhome and touring caravan owners are generally in the forty-plus bracket, we also welcome many younger couples on camping holidays in the South West.

“My father was actually one of the founders of the first national network of adults-only parks, and the publicity it gained helped to create today’s momentum for people seeking such holidays,” says Keith.

“Many of our guests work in occupations which involve children, and they tell us that parks like ours are the one way they can guarantee a total switch-off when they escape for a holiday.”

In2action, a supplier of activity course solutions, says it has identified a distinct lack of leisure provision for the 50+ age group within the holiday park market. Managing director of In2action George Ross, says: “The 50+ market seems to have been forgotten when it comes to new exciting activity concepts. Whether its adrenalin fuelled activities, pool activities, health and wellbeing, cycling, team-building or more passive group activities it’s clear that those 50 and over want part of the action.”

He continues: “Their wealth represents a huge opportunity for the UK holiday industry but activities need to be tailored to this very specific market.”

The number of ‘fifty-somethings’ in Britain matches the population of Australia and is almost as diverse. They own 80 per cent of the UK’s wealth, worth more than £280 billion.

George adds: “Holiday parks, resorts and hotels can improve their customer satisfaction scores and re-booking rates by providing more activities tailored for this booming demographic.” In2action’s suggests improvements such as:

• Having more instructors and coaches who are aged 50+ age group leading activities.

• Having sessions that are age-restricted to the demographic so participants feel they are with their peers.

• Tapping into current trends such as the Great British Bake Off and Come Dine With Me.

George concludes: “50 is not the new 30, but the way some people act it darned well might be the new 40!”