increase in revenue

RAISING THE BAR

Posted on May 6, 2026

MAJOR UPGRADES and new attractions are set to welcome guests at Highfield Grange and Vauxhall Holiday Parks in Spring.

Park Upgrades Keeping Guests Coming Back

In the highly competitive UK holiday park sector, the key to keeping guests returning season after season is continual reinvestment. Operators who regularly refresh their facilities, introduce new activities, and enhance the overall guest experience build loyalty, generate repeat bookings, and stay ahead of market expectations.

Modern holidaymakers increasingly seek parks that combine high-quality accommodation with engaging leisure, entertainment, and dining options. Failing to evolve can leave even established parks struggling to meet rising expectations. Innovation doesn’t always have to mean massive expenditure, but a well-thought-out investment strategy can transform a park’s appeal.

From upgrading play areas and leisure complexes to introducing new sports and interactive attractions, small and large enhancements alike contribute to guest satisfaction. Successful investments often have a dual purpose: elevating the visitor experience while supporting local employment and boosting regional tourism.

Operators who take a proactive approach to upgrades also position themselves strongly in awards, reviews, and media coverage, which further strengthens their reputation and revenue. In this issue, we look at some of the standout examples of investment and upgrades across the UK, from multi-million-pound leisure developments to creative re-imagining of classic park attractions, demonstrating how operators are keeping their parks fresh, exciting, and profitable.

“There is a strong argument for rethinking some of the attractions our industry has long provided – and Footgolf is a perfect illustration of this.” - James Loveridge, Highlands End Holiday Park

Parkdean Resorts - £50M Investment
Parkdean Resorts, the UK’s largest holiday park operator, is set to invest £50 million across its portfolio in 2026, focusing on both facilities and guest experiences. Highfield Grange Holiday Park in Essex and Vauxhall Holiday Park in Great Yarmouth will each receive £5 million in upgrades, introducing new attractions such as indoor adventure golf, upgraded high and low ropes courses, and immersive Bear Grylls escape rooms.

Existing Tots Zones are being expanded, and off-road driving ranges will offer activities for children aged four and over. A new sports bar concept, Hat-Tricks, will combine food and drinks with interactive indoor sports like darts and shuffleboard. Beyond enhancing guest experiences, the investment will generate up to 100 new jobs in the local communities.

Steve Richards, CEO, emphasises the importance of ongoing investment: “Guests return to us year after year because they trust us to deliver the quality and consistency they expect. We are committed to raising standards to remain at the forefront of the UK holiday market.” Parkdean Resorts’ record results and numerous Tripadvisor accolades reflect how a well-planned investment strategy pays dividends, reinforcing both brand reputation and customer loyalty.

INNOVATIVE AND FAMILY-FRIENDLY: Highlands End’s Footgolf course reimagines a classic park attraction.

Highlands End Holiday Park – Footgolf Innovation
Not all upgrades require huge budgets. At Highlands End Holiday Park in Dorset, marketing chief James Loveridge replaced the traditional pitch-and-putt course with an 18-hole Footgolf course in May 2024.

The result? More than 15,000 visitors have taken part, generating a twentyfold increase in revenue compared with the old course. The course, designed in-house using local suppliers for obstacles, ramps, and themed signage, combines fun with a family-friendly challenge, appealing to both children and adults.

Loveridge believes the success demonstrates that rethinking traditional attractions can refresh guest engagement and create new profit centres. The park’s recognition in the Dorset Tourism Awards highlights the value of innovative thinking combined with minimal investment.

BROTHERS PHIL AND TIM Brierley mark 60 years since their parents pioneered York House Leisure.

York House Leisure – Celebrating 60 Years with £1M Investment
York House Leisure, a family-run group in North Yorkshire, celebrated its diamond anniversary with a £1 million investment across its parks, including residential parks and the popular visitor attraction Monk Park Farm.

The upgrade included a new animal barn and enhancements to existing attractions. Brothers Phil and Tim Brierley, along with sister Heather, emphasise that the business philosophy of constant reinvestment keeps parks appealing while supporting local employment and community engagement. York House Leisure welcomes more than 80,000 visitors annually, and ongoing upgrades ensure both holidaymakers and residential park residents enjoy a high-quality, safe, and enjoyable environment.

These examples highlight that investment and upgrades are not just about adding attractions— they’re about maintaining standards, enhancing experiences, and building guest loyalty. Whether through multi-million-pound leisure complexes, innovative low-cost attractions, or ongoing enhancements to play areas and facilities, UK holiday park operators are demonstrating that reinvestment is essential for long-term success.

From large operators like Parkdean Resorts to family-run groups such as York House Leisure, the message is clear: staying ahead of guest expectations requires vision, creativity, and a commitment to continual improvement, ensuring visitors return year after year.

Highlands End Holiday Park
www.wdlh.co.uk

Parkdean Resorts
www.parkdeanresorts.co.uk

York House Leisure
www.yhlparks.co.uk

BUBBLING OVER

Posted on October 27, 2022

BUBBLING OVER

The hot tub influence on increasing bookings...

 

THE VACATION RANGE, from Superior Wellness, boasts robust features designed specifically for the holiday let market.

 

For the holiday industry, 2022 has been another record year for staycations, delivering an estimated £15.5billion boost to the British economy. According to Sykes Holiday Cottages’ annual Staycation Index, 77 per cent of Brits holidayed in the UK this year, spending an average of £822 on their accommodation alone.

So how do you make your holiday destination stand out from the crowd and increase the odds of internet surfers pressing the book button? The simple answer – add a hot tub. “UK staycations with hot tubs consistently appears on a list of the most common staycation searches,” says Gareth Ward, Sales Director at Superior Wellness, one of the UK’s leading hot tub suppliers.

“A hot tub not only adds a touch of luxury but can also increase occupancy and revenue by up to 60%. “But much more than that, a hot tub allows families and loved ones to reconnect and spend quality time together,” Gareth adds. “People are also focusing on their wellness much more and a hot tub can help with this – soothing aches and pains, reducing anxiety and stress and relieving headaches. All reasons that may inspire a customer to book a holiday property with a hot tub.”

 

OFFERING A HOT TUB with your holiday let will increase bookings on average by 60 per cent. Pic. Rotospa

 

HOLIDAY LET
Jonathan Pritchard owns a holiday let based in Anglesey, he recently made the decision to add a Vacation Social hot tub, from the Superior Wellness stable, to his property. Jonathan purchased the hot tub from Superior Wellness’ partner at Concept Spa in Wales and he explains: “We wanted to increase bookings and people always say that it’s a bonus to have a hot tub, we were also recommended to get one by Sykes.

“I was recommended by Concept Spa to go for the Vacation social based on the value for money, the fact it’s simple and easy to use, less hassle/ maintenance, less things for people to break. “It has most definitely made a difference to my bookings; we are noticing that the winter months are also filling up much faster.”

If you are looking to purchase a hot tub for your holiday let, Superior Wellness recommend the Vacation Range or their Platinum Spas Holiday Let 5 hot tub. Both offerings are perfect for holiday homes, cottages, B&Bs and Airbnb as they designed specifically for the holiday let market these hot tubs offer a basic layout with no breakable or removeable components and are designed for heavy usage.

The robust but minimalistic design perfectly complements any garden, decking or outdoor environment. Gareth Ward again: “We do get a number of queries from potential buyers and this is a common question. But is the constant upkeep, care and maintenance is going to offer a decent return on your investment?

Gareth Ward again: “You need to look after your hot tub and ensure you provide the care and maintenance it needs and stick to the guidelines. However, the increase in revenue you will receive in terms of price per night and occupancy will outweigh any time and money spent on the upkeep.”

 

 

HEAT TIMES
Waiting around for a hot tub to warm up isn’t a holiday guest’s idea of fun, so Golden Coast’s exceptionally fast hot tub heat pumps are ideal for ensuring the spa is ready to enjoy in no time. The inverter-driven Golden Coast air source pump heats water quickly and efficiently.

During a test conducted on a hot tub in an ambient air temperature of 12 degrees, Golden Coast found that it took three hours and 40 minutes to heat the hot tub water from 10 degrees to 38 degrees. This was much faster than the electric heater previously being used.

A Golden Coast heat pump operates on a lower current so uses much less energy than electric heaters without compromising on performance. For each kilowatt of energy consumed, the heat pump offers an output of up to 13 kilowatts of heat – that’s 13 times more efficient than a standard electric heater.

A Golden Coast pump can reach an extremely high coefficient of performance meaning that once the water reaches the desired temperature (up to 40°C) the heat pump turns off while maintaining the temperature. “It is quicker to heat a hot tub with warmer air temperature, but a Golden Coast heat pump performs even in cold weather, so hot tubs can be enjoyed all year round,” says Adam Clark, General Manager at Golden Coast.

“Our heat pump is extremely energy efficient, allowing park owners to make significant savings on their bills. The more hot tubs a holiday park has, the more savings that can be made. Golden Coast has supplied air source heat pumps to a number of holiday parks with great success and with extremely positive feedback from park managers.

Golden Coast’s General Manager, Adam Clark, advises: “Whereas some heat pumps can be loud, a Golden Coast heat pump uses a unique ventilation structure enabling it to maintain noise levels as low as 25dB — ensuring peace and quiet for guests and peace of mind for owners.” When it comes to holiday hot tub insurance, Compass Insurance advise, to make sure that your insurance covers you for loss or damage as well as any possible legal liability arising from them being used.

 

GREAT FOR FRIENDS and family who want to relax on holiday, the Vacation Lounge hot tub is for 5-6 people and offers the perfect combination of one lounger and five seats. This 13 amp hot tub has R10 insulation and 25 jets.

 

INSURANCE COVER
Most insurers will include hot tubs in their general definition of structures, hire fleet or caravans (at Compass they do) but it’s worth checking the definitions in your policy to make sure. From there it’s also really important to make sure that the replacement cost of the Hot Tub is factored into any sum insured you have for your hire fleet. As well as the Hot Tubs themselves being insured your legal liability to the public using them should also be checked.

Have clear and documented guidance as to who should and shouldn’t use Hot Tubs. Holidaymakers with health conditions, including those with serious illnesses, respiratory and cardiac conditions and diabetes, as well as pregnant women or those on certain medications, should seek advice from their doctor before using a hot tub. Similarly, infections and disease can be spread, so those with body infections and open sores/ wounds etc, should not use a hot tub.

Comprehensive signage and instructions on the use of the hot tub are also important. Most of the claims we see in relation to Hot Tubs, and wet areas in general, relate to slips and trips when getting in and out. Cleaning and maintenance are critical and any hot tub owned by the park should follow a documented and robust process. Where possible this should also be in line with the manufacturer guidance and regular evidence, checks and logs kept.

Regularly checking the water, systems and filters is also essential. Parks have responsibilities even where they do not own the hot tub in question. The Health and Safety at Work Act 1974 does not apply to privately-owned hot tubs where there is no financial gain and they are used exclusively by the private owner, family members and occasional guests.

Park owners should also consider the matter of Employers’ Liability. We have seen a case in the past where an employee was known by their employer to have a reaction to chemicals, but the wearing of personal protective equipment (PPE) was not enforced. It is almost impossible to defend a claim when a relaxed approach to employee safety is taken. This highlights the importance of training staff appropriately and having systems in place for them to follow when they are involved in the cleaning and maintenance of hot tubs.

 

 

COMPANY CONTACTS

Golden Coast
Tel. 01271 378100
Email: swimmer@goldenc.com
www.goldenc.com

SuperiorWellness
Tel. 01246 559071
Email: info@superiorwellness.co.uk
www.superiorwellness.co.uk

Compass Insurance
Tel. 0344 274 0276
Email: enquiries@compass.co.uk
www.compassparks.co.uk