Luxury accommodation – it’s time to bring the bling!
When it comes to the holiday park industry, accommodation is king – if your customers aren’t happy and comfortable in their surroundings, then why would they return? Parks are constantly investing in the best and most advanced accommodation available, from luxury safari tents to huge party palaces – and here editor Victoria Galligan takes a look at what’s going to boost booking numbers in 2020… Over the past two decades, the glamping phenomenon has taken the UK holiday industry to a whole new level. With glampsites competing to offer the most luxurious places to stay – albeit in the middle of a field, as visitors still want to experience that back-to-nature vibe! –a knock-on effect has been seen across the whole holiday industry. While there will always be a demand for budget accommodation, research has shown that the public are willing to pay more for luxury accommodation – coupled with a greater choice in locations, flexible booking options and top-notch on-site facilities. Holidays taken close to home, often for just one or two nights, are becoming increasing popular and have been labelled “bubble breaks”. Earlier this year, the UK Camping and Caravanning Alliance report Pitching the Value identified “attracting younger generation through product offering e.g. glamping and quality accommodation” as one of the main opportunities which the holiday industry could capitalise on. It also stated that the lack of variety available in high-quality accommodation was currently one of the industry’s weaknesses. Capitalising on the “bubble break” is vital for businesses – Sykes Cottages has done its own research on the rise in luxury breaks, reporting: “We’ve seen the popularity of luxury holiday homes go through the roof as Britons look for affordable, but indulgent, holidays closer to home – which is why we offer more than 1,000 properties with hot tubs and swimming pools across the UK. “Britons are seeking opportunities to staycation in weird and wonderful properties across the UK. We’ve got over 400 converted barns, 950 properties situated on a farm, 21 shepherd’s huts, 30 converted chapels or churches, six yurts and even one converted water tank and one converted railway carriage.” And with both spending figures and domestic trip numbers up, the staycation is proving it’s here to stay. In the first half of the year, Visit Britain reported a rise in domestic trips – up to 56.4million from January to June, a rise of 2% on the same period last year. Creating a luxury destination Away Resorts is one business which is leading the way in providing top-class facilities. It has completed two major refurbishment projects so far this year, at woodland retreat Sandy Balls Holiday Village, in the New Forest, and lakeside retreat Tattershall Lakes Country Park. The operator said the £10 million refurbishment at luxury forest destination Sandy Balls marked “the introduction of the most luxurious holiday lodges ever seen at a UK holiday park”. The range of new accommodation there includes the Knightwood, named after the largest oak tree in the New Forest. Carl Castledine, CEO of Away Resorts, said: “For those who – because of this uncertainty and travel to Europe this year – are looking to stay in the UK, but are used to luxury, we wanted to create an accommodation choice for our New Forest Holiday Village that was beautifully indulgent, and that would rival the most luxurious accommodation in European holiday villages. “So, we came up with the Knightwood – named after the largest and arguably most famous, oak tree in the New Forest. “The exterior to the holiday home features a hot tub, which is yours and yours alone; a heated outdoor seating area, where the evening can carry on long after the sun has dipped; and a dog shower for the family’s furry friend who may have got a little muddy on their walk through the Forest. And don’t forget the bike racks. “The interior is inspired by its forest surroundings with all of the fixtures, fittings and furniture having a wood-like feel; effectively bringing the outside in.” Away Resorts teamed up with holiday home manufacturer Willerby to create the Knightwood. Willerby product manager Phil Parks said: “The Knightwood really takes design and layout to the next level, this offered us the perfect opportunity to be creative and showcase what the Willerby team can do. “It is projects like this that have helped make Willerby synonymous with innovative design, stylish interiors, and above all, exceptional quality standards.” Meanwhile, Tattershall Lakes has seen the completion of a £5.25 million project. A new skyline bar, splash zone, beach and luxury accommodation were added. Paying a premium for luxury accommodation Luxury lodges have stepped up a gear for 2020. No longer content with a mere wooden roof over their heads, glampers want bling – and are willing to pay the premium. I caught up with LTF Pods at the Innovation Diversification event in South Wales in September and was blown away by the standards inside the pods – fitted kitchens and wet rooms are included so guests can avoid the wash-block trips and have the convenience of cooking too. Sofa beds and folding bunks provide solid sleeping arrangements and the décor inside and out makes the pods feel more like tiny cottages. New luxury lodge brand Eco-Signature is raising the bar – by quite a distance! Founder Karen Sheflin says the idea to ramp up the style factor was a no-brainer: “When we saw that demand for luxury holiday homes and lodges has risen by 39% and properties with hot tubs earn 54% more than that (not to mention that those with open fires boosts revenue by a further 14%), it was evident that a niche in the market exists that has yet to be regulated and needs to be developed. “Our vast experience in the hospitality industry led us to develop something that is the first of its kind. A sustainable, eco-luxury lodge with integrated advanced technology that is commercially viable and has been designed with a modern
