RAISING THE BAR

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

GREEN TRAILBLAZERS

GREEN TRAILBLAZERS

Investment in eco tourism continues to thrive...

EACH LODGE OFFERS PRIVACY while maintaining proximity to the resort’s central facilities.

The David Bellamy Blooming Marvellous Pledge for Nature works in partnership with over 500 holiday parks in the UK. Pioneered over 28 years ago by botanist and TV personality David Bellamy, the scheme is now administered by his son Rufus, who is himself an Environmental Adviser, working closely with parks of all sizes.

The organisation has singled out Parkdean Resorts for special praise thanks to their commitment to the environment and its responsible stewardship of over 3,500 acres of land at its 66 sites. Parkdean Resorts was described this month as ‘a green trailblazer’ for kickstarting work that will provide wildlife and the natural world with the same warm welcome as its holiday guests.

Scheme co-ordinator Rufus Bellamy said Parkdean Resorts deserved major recognition for mobilising a raft of exciting and imaginative environmental projects across its parks this year. Once they are completed, said Rufus, the work will not just benefit nature, but will also help provide an enjoyable and educative experience for guests, and for youngsters in particular.

Making new wildlife discoveries, he said, was just one of the ways in which Parkdean Resorts was helping to create magical memories for the 3.5 million guests it welcomes each year. The group’s parks have all taken the David Bellamy Pledge for Nature which commits them to managing their green spaces with wildlife in mind and undertaking at least one significant wildlife project over the next year.

These include setting up bird boxes and other artificial habitats, creating areas where bees, butterflies and other pollinating insects can get food, focusing on the conservation of a specific species, and working to enhance ponds and other wetland habitats.

INTERPRETED NATURE TRAILS encourage all family members to make wildlife discoveries in the park’s grounds.

CONSERVATION GOALS
Parks taking the Pledge receive visits from independent wildlife assessors who provide advice on new projects to be undertaken, and the steps needed to accomplish their nature conservation goals.

Responsible at Parkdean Resorts for steering the scheme is the group’s Regional Director of Scotland Colin Pearse, and he said park managers play an important part in delivering the results: “Our managers are given a great deal of autonomy in deciding what conservation projects will best suit their park, and then involving team members in making it a reality,” said Colin.

“This is crucial as our parks are located in different and very beautiful coastal and countryside locations throughout Britain, each with its own individual character and natural assets. “We ask each manager to propose a project and explain the ways in which it will enhance the guest experience, and then it’s up to them with help from members of their team.

“There’s never any shortage of volunteers coming forward, not least because it’s very satisfying to know that you are making a real difference to safeguarding wildlife and the natural world. “We receive tremendous support from the scheme’s advisers who are always willing to go the extra mile in providing both encouragement and expert guidance,” added Colin.

Rufus Bellamy said that Parkdean Resorts had become national cheerleaders for the scheme, and its parks were role models for how tourism businesses could work as a group to help nature.

 

CHEERS LEADERS
Just as importantly, he said, Parkdean Resorts was encouraging millions of holiday guests each year to discover more about the natural world, and the part they can play in its conservation. Mythtopia is an eco-glamping resort situated just outside of Edinburgh that is due to open in Spring 2024. The resort is designed to be 100% sustainable, carbon-negative, and powered entirely by natural energy sources, such as solar and wind energy.

To help in its rewilding efforts, Mythtopia is also leveraging its own cryptocurrency funded by carbon credits, as part of its mission to plant 120,000 trees on the site itself. Its founder, Oliver Pyle-Santini, was inspired to create a flourishing and environmentally-conscious business that would provide a wealth of jobs to the local community, and safeguard the natural surroundings of the estate.

The luxury glamping resort will feature many activities from yoga to silent discos but the most unique is ‘Legends’; an augmented reality game based on Celtic mythology and folklore aimed at families, couples and gamers alike. Situated among 200 acres of preserved green land and located just 20 minutes from the Scottish capital, Mythtopia is the ideal place for families to experience nature while embarking on an immersive AR adventure.

MYTHTOPIA OFFERS ITS GUESTS a unique immersive AR experience based on ancient Celtic mythology

Mythtopia will also be the UK’s first holiday destination exclusive to NFT token holders. Mythtopia will feature 150 low- carbon impact geometric domes and lodges, along with a restaurant, clubhouse, bar, and spa. Each guest will receive access to a wealth of activities including a geofenced augmented reality playground based on ancient Celtic mythology called ‘Mythtopia Legends’.

The game allows players to explore the natural woodland environment while following a spellbinding story of mythical creatures. Participants can build their own AR character, interact with talking trees and dwarves, and go on mystical missions alongside the characters of their friends and family.

Using Celtic legends, this unique AR experience will create a ‘digital theme park’ perfect for families, couples, gamers, and LARPers. Guests can also get involved in a wide variety of other activities to help them enjoy the natural world with opportunities for open water swimming in its own lake, stargazing, horse riding, yoga classes, and silent disco parties.

ECO-VISITORS will help plant over 120,000 trees by visiting Mythtopia, a carbon-negative retreat.

GREEN INVESTMENT
Tregoad Holiday Park in Looe, Cornwall, celebrated the completion of a raft new developments this summer by opening its doors to members of the local community. Representing an investment of £2.5 million, the initiatives were focused on sustainability, and the introduction of new ways to protect the natural world.

The family-owned park, part of the four-strong Waterside group, chose a Saturday in July to showcase its achievements to guests which included members of the public, senior local authority and VisitCornwall representatives, and Tregoad’s local suppliers. New features include the creation of Cornwall’s largest wildflower meadow bank covering more than 3,000 square metres, and seeded with high pollen-bearing plants.

Nectar produced by the blooms, says the park, will provide a valuable foraging resource for honey bees, butterflies, and other important pollinators. In addition, the park has invested £300,000 in planting hundreds of indigenous plants, trees and shrubs, and installed a range of new wildlife habitats.

The living quarters installed throughout the park’s grounds include three traditional beehives, duck houses, plus bird and bat boxes made from recycled materials This year, the park is also spending £36,000 on upgrading its popular wildlife walk. The move will add an additional 2km to its length, allowing guests to explore even more of the park’s rich and varied landscape, and to uncover its wildlife secrets.

Matt Way, General Manager at Tregoad Holiday Park, said: “An important part of our guests’ experience is enjoying our wildlife, beautiful lakes, and woodland walks. We believe we have a responsibility to nurture and enhance our natural surroundings, helping Cornwall’s natural environment to thrive and contribute to a greener future.

PARKDEAN RESORTS’ many accommodation options include lodges located in tranquil wooded surroundings.

“As well as focusing on wildlife and planting, we’ve been assessing everything that we do at Tregoad to ensure we’re operating as sustainably as possible. “For example, we’ve introduced a new waste-water treatment facility to allow the park to be self-sufficient, installed water refill taps, and reused construction materials across the site, such as our former toilet blocks which have been crushed and reused as road infill. We’re also continuing to work with Climate Vision to identify more ways in which we can reduce our carbon footprint.”

Tregoad Holiday Park works with more than 50 local suppliers, including Flotsam Flo which creates fashion accessories from waste which is difficult to recycle. Items are taken in, including old wetsuits, which are then upcycled by Flotsam Flo to be sold in its shop. The park is the first holiday park in the UK to go ‘full cycle’ in recycling, upcycling, and redistributing in such a manner.

Through partnership with a specialist upcycler of wet suits, inflatables and plastics, the park is aiming to reduce its landfill by a further 10% this year – after diverting 80 tonnes of waste from going to landfill between 2022 and 2023 through switching to alternative waste companies. Matt continued: “Collaboration is key to helping us tackle climate change. We’re proud to be working with like-minded businesses which champion sustainability and consider their environmental impact when planning their future investment and areas of growth.

“Our sustainability efforts complement our wider enhancement works at Tregoad. Over the past two years, we’ve introduced 100 new high-quality holiday homes and invested more than £500,000 in improving our guest facilities. Matt adds: “Our holiday accommodation and facility improvements, alongside our sustainability initiatives, are helping us achieve our core objective of delivering an exceptional quality holiday experience.”

MAKING IT MAGNIFICENT!

MAKING IT MAGNIFICENT!

Windmill Retreat and Spa offer's the 'wow' factor to woo guests...

WINDMILL RETREAT & SPA’S new luxury lodge development

 

Outdoor baths, balconies and fire pits are just some of the features designed to attract luxury-loving guests to Glastonbury lodge resort Windmill Retreat and Spa this summer. All are included in four new state-of- the-art lodges owner Nick Ridgment is adding at his rural Somerset escape and selling exclusively through staycation specialist Hoseasons.

“We’ve always tried to push the boundaries when it comes to what we offer our guests,” Nick says, adding: “There are lodge parks everywhere these days, so it’s vitally important to stay one step ahead and give customers everything they need for an unforgettable holiday experience when they weigh up their options for a UK break.” Panoramic views of the Somerset Levels, roomy open-plan living, and hot tubs also come as standard with these large three-bedroom properties – the addition of which brings to nine the number of beautifully-designed bespoke lodges to choose from at the park, which Nick opened as a newcomer to the industry in 2015 and chose to partner with Hoseasons to bring to market.

 

CONTEMPORARY LIVING styles are offered in both apartment and cottage accommodation.

 

Since then, the park’s high-end reputation has been cemented with the addition of its state-of-the-art Elements Boutique Spa, as well as an accompanying product range available in Holland and Barrett. The on-site Levels Country Kitchen also adds to the cool vibe with delicious breakfast and lunch options made with fresh ingredients sourced from local suppliers. Nick credits his long-established partnership with Hoseasons as being crucial to the success of the site over the last six years. “It’s one thing attracting customers and another staying ahead of the competition to keep them coming back for more,” says Nick.

“We always had the vision to develop our offering but working with the team at Hoseasons has really helped us realise the potential of the business. “They gave us the confidence to believe in our product in the early days and have offered invaluable insight and guidance over the last few years to ensure we get the best return on our investment in this new development.” Much of that guidance has come from Luke Hansford, Vice President Business Development, at Hoseasons who says Windmill Retreat and Spa is the perfect example of a location that knows it has to develop its offer to stay relevant in the modern UK holiday market.

THE ELEMENTS BOUTIQUE SPA is a huge draw for the Windmill Retreat & Spa

 

ASPIRATIONAL QUALITY
“The innovation and diversification we’ve seen in our industry over the last 18 months has been remarkable, with those used to holidaying abroad pre-pandemic now looking for the same level of aspirational quality in their UK staycation. “The data clearly shows people want more from their UK break and that’s exactly what we’re able to give them through Windmill Retreat and Spa and other high-end locations in our portfolio.”

The exceptional standard of lodge and cottage-style accommodation and facilities at Windmill Retreat and Spa recently led to it being one of only five wow-factor locations included in Hoseasons’ new Magnificent Collection - something the staycation specialist has launched to recognise new standards of quality and innovation across the self-catering holiday industry. Inclusion in the new collection means Windmill Retreat is being marketed to millions of Hoseasons customers looking for top quality accommodation design, premium on-park facilities, exceptional customer service and a genuine commitment to sustainability – something Nick hopes will help to mark it out as one of the country’s premier locations for an aspirational getaway.

NICK RIDGMENT AND ILZE PARANUKA are the owners of Windmill Retreat & Spa.

 

“We’re delighted to have been recognised as magnificent enough for Hoseasons’ new collection and are really looking forward to sharing our fantastic location with even more guests over the weeks, months and years to come.” Magnificent has been launched at a time when demand for luxury UK getaways is at an all-time high, and the number of high-end accommodations joining the Hoseasons portfolio continues to grow. Bookings for luxury properties this year are up 27% compared to the same point in 2019, while the size and scale of parent group Awaze’s luxury portfolio through brands including Hoseasons and sister company cottages.com has grown 45% over the last three years.

For more information about Hoseasons’ Magnificent Collection go to www.hoseasons.co.uk/magnificent