Judith Wojtowicz

BUSINESS BOOSTERS

Posted on May 10, 2023

BUSINESS BOOSTERS

Creating a themed holiday break can hike bookings, writes Judith Wojtowicz...

THIS ENORMOUS BEECH TREE, affectionately known as Lando, is perfect for tree climbing at Camp Wildfire in Kent

Themed breaks are a great way for holidaymakers to explore new things; to experience something different be it stargazing in Norfolk, learning to surf in Scotland or fishing in the Fens. Whether aiming at a family looking for a week of water sports, such as Willowholt Caravan Park, or a solo traveller escaping for a few days to a writing retreat alongside like-minded people at somewhere like Lumb Bank.

Many centre operators are exploring new ideas while also adding value for today’s cost-conscious consumer. Skelwith Fold Caravan Park in Cumbria brings keen walkers all year round where guests are now raising money for the local air ambulance service through their purchase of walking guides. Routes range from easily navigated low-level footpaths to more demanding ascents of the surrounding fells. “All the walks have been submitted by our guests and used by Skelwith as part of our marketing strategy,” said Henry Wild whose family owns the park.

Henry explained: “Many guests come here specifically to enjoy walking in these spectacular surroundings and our guides are much appreciated. The fact they are compiled by like-minded visitors helps create something of a bond between guests who are delighted to see their own walk realised in print when they next return.” Each guide costs just £1.50 and last year raised £2,675 for the charity. Discounted green fees are on offer at the family-owned Riverside Caravan Park which neighbours Bentham Golf Club in the Yorkshire Dales.

Thomas Marshall rescued the failing club in 2009, ‘taking a gamble’ to invest in his personal vision. The risk paid off as today golfers flock to the site which has earned an enviable reputation as one of the best appointed and most spectacularly sited courses in the UK. The park has expanded still further with the creation of a luxury glamping option called Wenningdale Escapes making it a genuine destination of choice for golf enthusiasts.

HENRY WILD came up with the walking guides charity initiative at his family owned Skelwith Fold Caravan Park

Pods and lodges, the latter available both for rent and sale, are dotted around the fairways, a unique location for visiting players while also attracting non-golfers who value the space and beautiful scenery. The project has developed into a unique business model, bringing unexpected and very welcome benefits. The park is seeing a trend among returning visitors to ‘trade up’ initially from renting a spot for their touring caravan to buying a static ‘caravan’ on site, and from there to purchasing a luxury lodge on the fairway.

Said Thomas: “Since buying the golf club our business has gone from strength to strength, with cross-over between the two sites. It has been a hugely exciting ride over the past 15 years and the hard work has paid off, thanks in no small way to the combined efforts of our amazing team.” Taking advantage of what is already available on site is also proving a successful strategy at Acorn Holiday Park in the Cambridgeshire Fens where fishing is the main attraction.

Co-owner Paul Stanton purchased Acorn and the adjoining Pisces Country Park just before the COVID lockdown, recognising the potential to create one big park. “With four well-stocked fishing lakes and situated close to the famous Welney Wildfowl and Wetlands Reserve, we definitely saw an opportunity as people are choosing to get back to Nature for short breaks,” said Paul. “We could see the market was changing as guests told us they want a UK holiday, somewhere to relax and with a variety of activities.

While fishing is a central part of our business plan, we are also exploring the potential of working closely with the Wetlands Trust to offer added value.” With Pisces already established as an award-winning fishing venue, Paul has seen a quick return on his investment having trebled the number of rental units at Acorn and upgraded site facilities. Specialist conservation work is ongoing to enhance the grounds and lakes and several families are now on their second or third visit.

SEE WHOOPER SWANS at Welney Wildfowl and Wetlands Reserve while staying at Acorn Holiday Park. Photo: Keith Suffling

DARK SKIES
The dark skies over Norfolk also bring returning visitors to Kelling Heath Holiday Park, where a programme of themed breaks includes Star Parties attracting hundreds of amateur and professional astronomers to get an uninterrupted glimpse of the Milky Way and the constellation of Orion, visible to the naked eye. To meet demand, ten premium pitches in a sheltered spot, were added last year exclusively designated for astronomers.

These events have become even more popular since the park was recognised as a 2-star accredited Dark Sky Discovery Site in 2017, unaffected by light pollution. To protect this natural phenomenon, lighting is restricted across the site through sensitive pitch planning and asset design. Guests are advised to bring toothbrush and torch when they come to stay! Kelling Heath gives many people their first true dark skies experience.

The ‘excitement and wonder on the faces of those marvelling at the majesty of the night sky’ at our Star Parties is something to behold, said Michael Timewell, director of park owner Blue Sky Leisure. As well as star parties, the park’s dedicated countryside team runs a series of activity breaks during school holidays with the emphasis on conservation and education, reflecting its relationship with the Kelling Heath Site of Special Scientific Interest (SSSI) which borders the park.

MAIN ARENA AT LAST YEAR’S INAUGURAL TORCHLIGHT Festival hosted by the Camping and Caravanning Club at Walesby Forest. Photo: Matthew Smith

Marketing manager Lucy Cook told us the importance of these events cannot be over-estimated. “Elevating the importance of Dark Skies, educating people on what to look for and supporting specialist groups in the pursuit of their interests is incredibly important to us as a business. All our activities align with our ethos of enjoying the outdoors, discovering Nature and spending time together.”

When it comes to choosing a themed holiday, trying something new outside your comfort zone or learning a new skill, Camp Wildfire probably comes close to having it all. Festival camping with a difference, this forest retreat in Kent is packed full of adventure, a unique experience offering an extraordinary 100 activities with music at night for those who want to party. Activities range from making cocktails and learning to fly the trapeze to hot air ballooning and tree climbing.

New ones are added every year including Camp Kindling for those who wish to bring children. The brainchild of two university friends, it has grown from a one-off summer camp which attracted 350 adults in 2015, to a significant player in the leisure sector attracting 3,000 people to each weekend event held during August and September. More than 40 per cent of guests are returning visitors with social media and word of mouth recommendation ensuring full capacity.

ENJOY THE MAJESTY of the night sky at Kelling Heath’s Star Parties in Norfolk. Photo: Andy Green

MAKING MEMORIES
Marketing manager Chris Rice reckons themed breaks are popular because it gives people a reason to take time out and do something totally different. “They are not just buying a holiday, they are buying joy and making memories. They can come back year after year and try something different. Camp Wildfire offers a low-stake investment in trying something they would never normally have either the opportunity, or the nerve, to try.

They can explore all their curiosities in a safe environment, which works for them and for us as a business.” For those who have the nerve to ride the waves, a stay at Surf Tiree in Scotland might be a good place to start. Self-catering accommodation is available alongside lessons from a team of professional instructors led by husband-and-wife team Marti and Iona Larg. Long stretches of beach with safe sea conditions provide the perfect setting for beginners of all ages, while kitesurfing and kayaking are also available.

After a two-year planning battle to set up their surf school, Surf Tiree has developed an enviable reputation. So much so that it is being considered as next year’s host for the Scottish National Surfing Championships. “It was tough in the early days, but we didn’t have the luxury of giving up as we had invested too much emotion and energy into the project,” said Iona. Board, wetsuit and all necessary kit is provided, and each instructor has no more than six-eight people in a group.

While this type of holiday is seasonal (April to October) and weather dependant, the beautiful Isle of Tiree has much to offer and year-round visitors can enjoy the wildlife, whale watching, basking sharks and lots more besides. When it comes to themed holidays there really does seem to be something for everyone. Geocaching in the Lake District, yoga in Wales, ‘witchy weekends’ in the Highlands, indoor bowls at Potters Resort, chess tournaments at Butlins, netball weekends in Shropshire, medieval weekends at Warwick Castle, orienteering in Norfolk… the choice is endless, and the potential is being increasingly recognised by independent owner/operators.

PROFESSIONAL SURFER and instructor Ben Larg rides the waves at Balevullin Beach on the Isle of Tiree.

The PR value of such events has also been recognised by the Camping and Caravanning Club. While individual member sites tend not to provide themed breaks, relying instead on visitors choosing a site depending on leisure activities available in the vicinity, the club has created its own themed event. Following a successful launch last year, the club is once again hosting a Torchlight Festival of Camping in Walesby Forest, Nottinghamshire (August 18th -21st).

Exclusive to club members the programme includes an impressive line-up of musical entertainment headlined by Sophie Ellis-Bextor and Will Young. At nightfall, an illuminated light trail will entice visitors into the forest to learn about the club’s 122-year history. A £20 day pass will enable guests to try their hand at outdoor activities such as archery and zip-lining while campers can keep up the club’s century-old tradition of ‘lighting up’ by decorating and illuminating their tents, caravans and motor homes.

It seems activity breaks such as this are especially appealing for those seeking two or three shorter holidays a year, perhaps combining a hobby with a few days away, or simply wishing to get away from stressful everyday life rather than the traditional dash to the sun for two weeks. From a business perspective they encourage repeat visitors for popular annual events and help maintain on and off-peak occupancy rates.

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.