Away Resorts announces record bookings and £50m investment as pent up demand causes boom in staycations
Away Resorts, one of the UK’s leading holiday park operators, today announces an update on trading as it approaches a re-opening of its parks on 12 April.
• Bookings up 47% year-on-year with February and March recording the biggest ever months for bookings
• Over £50m invested over the past 12 months including the acquisition of three additional parks and an initial £10m redevelopment of Mill Rythe on Hayling Island
• Continued innovation of offer with launch of all-electric caravan and ‘insta-worthy’ accommodation designed specifically for social media users, live streamed entertainment and new food and beverage experiences
A new younger demographic coming to holiday parks
• Away Resorts has experienced unprecedented demand for its parks with a 25% increase in bookings from young families aged 20-28.
Longer staycations favoured in the absence of overseas travel
• The trend of the UK being a short break destination has reversed with guests booking for an average of 4.7 days, increasing the average length of stay by 12% from pre-Covid.
Guests are willing to spend more on their stays
• Noted for its quirky and exclusive offer, Away Resorts is seeing unprecedented demand for ‘indulgent class’ accommodation which is up 45% year-on-year and already 80% sold for the year ahead.
Business update
In the past 12 months Away Resorts has invested over £50m including the acquisition of three sites at Boston West, St Ives and Cleethorpes broadening the geographic footprint. The pipeline of further opportunities remains strong as Away Resorts continues to build its market leading position.
Away Resorts continues to innovate to further enhance its offer, especially with sustainability in mind. In line with its target of reducing carbon emissions by 10% in 2021, Away Resorts has introduced an all-electric caravan to its parks. The company has also recently launched The Esme, accommodation designed specifically with social media users in mind. To welcome guests back there are a series of special events planned, including Rock the Lakes, Colour Festival and Music Weekender.
In anticipation of reopening Away Resorts has implemented a series of strict measures to ensure the safety of guests and employees across its parks. This includes the implementation of social distancing measures including one-way systems, a reception-less digital check-in and thorough additional cleaning. Guests are also able to book with a free Coronavirus Booking Guarantee with full refunds or rebooking if a holiday is cancelled due to Covid-19.
Away Resorts CEO Carl Castledine said:
“This is going to be a Great British summer and we can’t wait to welcome guests back to our parks. The public have shown great resilience and having been locked down for the last year are now ready to get out an enjoy a well-deserved break.
We have worked tirelessly over the last year to make our parks safe and built on our heritage by driving innovation across the industry. I would like to thank the Away Resorts team for all their efforts and making our parks safe for guests to return.
Nothing is too much trouble for us as we make 2021 the year for the Great British getaway.”
Contacts – Tulchan Communications – Away@tulchangroup.com
Giles Kernick – 0781 791 3082
Hollie Ralston – 0771 113 3972