Aria Resorts – redefining the British holiday experience
Caravan Industry and Park Operator finds out more about Aria Resorts – a relatively new player in the holiday park industry that is going from strength to strength thanks to its luxury accommodation… Currently the fastest-growing UK holiday company, Aria Resorts has 14 locations in highly sought-after holiday destinations. Pioneering the redefinition of holiday and resort experiences, the highly lucrative staycation market is at the core of the company’s fast-growth business strategy. Taking a positively disruptive approach to the sector, all Aria’s resorts are continually benefiting from a multi-million-pound investment programme. Alongside this strong holiday offering is the continued growth into the holiday home ownership sector, with a wide mix of property options available across lifestyle and investment portfolio products. Privately owned and private equity backed, Aria has already achieved the status of the fifth largest operator in its sector. Since its inception in 2018, the team has pursued an ambitious, programme of acquisition. The organisation is owned by a leading, privately-held, alternative investment firm, Angelo Gordon. Working worldwide since 1988, the company has an impressive investment portfolio, currently worth $30 billion. Aria’s key attraction lies in the fact that, as a dedicated resort company, it is essentially a strategic ‘smorgasbord’ of options for holidaymakers and buyers of all interests and budgets. Budding buyers can pick up their own compact holiday ‘bolthole with benefits’ from as little as just £20,000 in the form of a ‘pre-loved’ static caravan. Or they can invest more than £1/2million in a luxurious ‘boutique barn.’ Mortgageable options such as extensive lodges or on-trend lake houses are available from just £129,950 with a small deposit. These cottages and lodges are nestled across sites in Cornwall, Yorkshire and the Isle of Wight. Aria Resorts can have owners’ holiday homes added to its professional, managed letting service as soon as the sale has completed, so they can start benefitting from the favourable tax regulations associated with Furnished Holiday Lets. Aria will look after everything from marketing to bookings, cleaning to maintenance. Aria Resorts’ management fee is 30% of the rental income plus a charge for linen, cleaning and VAT. Alternatively, Aria’s long lease accommodation options can be bought with an attractive investment option offering a fixed return of 7% to qualifying investors. Each long lease holiday home is sold with a 10-year ICW or NHBC guarantee, a 999-year leasehold and are mortgageable (subject to approval). When it comes to reselling, the holiday home will be valued on the open market. Yorkshire Pride Set within a private gated estate, The Bay Filey, Yorkshire is the Northern jewel in the crown in the Aria Resorts’ portfolio. Offering the best of both worlds, the New England clapperboard Meadow Lodges, priced from an extremely competitive £185,000, are set by a beautiful lake, within minutes from the stunning Filey Beach. Filey has been a ‘forever’ destination for families from all over Yorkshire, and beyond, but the available ‘bolthole’ market just had a significant upgrade with the launch of Aria’s distinctive new Nikki, Tahiti and Kontiki luxury lodges. Due to a high and immediate demand, the Kontiki lodges have now sold out but there are plenty of sister lodges available. The idyllic Isle Located just off the UK, the Isle of Wight feels a million miles from the bustle of the mainland and is surprisingly easy to access. Aria has three resorts on the island and with prices for static caravans starting from £40,995. Buyers could see immediate advantages in the ultimate UK island escape destination. Some of the properties even boast hot tubs but all guarantee attractive subletting rental fee potential. The Isle of Wight, surrounded by miles of impressive golden beaches, and with a mild climate, has a thriving tourism industry with millions flocking there annually to embrace wildlife, nature, attractions and, in ‘normal times’, an array of exciting and colourful events. Nestled between neighbouring villages Bembridge and Seaview, Aria’s St Helens Resort is a peaceful holiday retreat featuring wide luscious green spaces to roam in absolute fresh air and freedom. The wildlife of St Helen’s Duver and the unspoiled sheltered sands of Priory Bay beach, with its unique woodlands, are in close proximity. The Lakes Rookley, in contrast, is a leafy hideaway, hogging an enviable spot just down the road from the picturesque village of Godshill with its Medieval church and quaint thatched cottages. The resort itself has top family-friendly activities, entertainment throughout the school holidays, its very own pub, and impressive indoor and outdoor pools for making a splash in. The Bay, Colwell is open from February to November with its cottages and coastal beach houses. In walking distance to the Needles, where visitors can marvel at the towering rocks, wander around Yarmouth and watch boat masts swaying or stroll across to Headon Warren. Captivating Cornwall Year-on-year, Cornwall continually adds to its trophy display, proving that it is one of the ‘hottest’ UK holiday destinations. Set right in the beating heart of Cornwall, Retallack Resort is the ultimate 21st-century holiday, weekend or mini-break destination. This five-star holiday resort is a modern retreat for the making of memories, outdoorsy fun and getting away from it all. Earlier this year, Aria launched its first-in-the-UK luxury and mortgageable two, three and four bedroomed boutique barns set within the lush, green, lake-filled landscape, with a range of compelling earn-back options and packages. A lead-in investment price of £235,000 for a two bedroomed model including a furniture and fittings pack offers significant value for money for this level of luxury and hot-spot location. Also in Cornwall, Newquay Bay Resort is a typically British, family seaside holiday location in a lush green valley, close to the Blue-Flag-flying Porth beach. A coastal stroll from famous Watergate Bay, the resort also boasts excellent amenities such as a sauna and beauty salon, an epic twenty-metre swimming pool and a bar and eatery. A two-bedroomed, pre-owned static caravan at Newquay Bay Resort will set buyers back as little as £19,995 and there are a number of new options
Maximising the potential of outdoor areas on holiday parks
We feature three popular concepts which will help to enhance your outdoor areas and allow guests to distance themselves in an appealing environment… Being outside is the cornerstone of every Great British park holiday – reconnecting with nature, enjoying the sun (sometimes!) and getting plenty of fresh air all contributes to that feeling of escapism and getting away from the daily grind, says CIPO editor Victoria Galligan. And in the aftermath of the Covid-19 lockdown, we have been actively encouraged to spend as much time as possible outdoors as the virus is less likely to be transmitted outside. Now is the ideal time to prepare your outdoor areas for next summer’s busy season – and there are plenty of ways to do that as we’ve seen in holiday parks across the country. From colourful outdoor splash pools to stylish bars and cafes which offer terraces to relax on, there are some fantastic examples out there where outdoor space has been utilised to the maximum. And these considerable investments have all paid off, all be it unintentionally, in this post-lockdown era we find ourselves living in. PERGOLAS Outdoor seating areas become a social hub for parks during the warmer months, and thanks to the innovative outdoor heating options which are now on the market, these areas are being put to use long after the kids have gone back to school. Pergolas can provide an impressive frame for outdoor seating and entertainment areas. A pergola can also be used as a covered walkway to enhance the aesthetic of an outdoor area, or as a space of quiet contemplation within a holiday park, away from the chaos of the children’s play area. The high durability of aluminium has made it a popular choice among holiday parks installing pergolas in recent years. Nick Cowley, managing director at exterior cladding and outdoor living product Endurawood, said: “While pergolas are designed to be sturdy, it’s important that they are made from a strong material to avoid collapsing and causing injury. “Endurawood is ideal for outdoor living products including pergolas, fencing and decking, as it is made from strong, lightweight aluminium. This means it is tougher than wood and is easier to install. In addition, Endurawood is available in a variety of natural wood shades, suitable for a range of garden styles.” ROOF TERRACES A luxury development recently opened up at five-star Retallack Resort & Spa in Cornwall which maximised plot space and took advantage of the surrounding panoramic views by including roof terraces. Retallack’s stylish boutique barns were masterminded by Notting Hill-based House Nine Design – the team behind the Gara Rock Hotel interiors refurb in Devon. The team at Aria Resorts, which owns Retallack as well as luxury holiday parks in Scotland, Yorkshire, Dorset and Devon, wanted to offer guests holiday homes which oozed new world luxurious sophistication, blending architectural design and unique, bespoke interiors. Complete with burnt black larch wood and floor-to-ceiling glass frontages, and some with rooftop hot tubs, the new boutique barns at Retallack Resort & Spa provide an elevated level of holiday retreats for guest, holiday homeowners and investors alike. The interior of the two, three and four-bedroom boutique barns were designed by Notting Hill-based House Nine. Jojo Barr, founder of House Nine Design, was commissioned in 2017 to provide the interior planning and styling for Aria Resort’s hotly anticipated Gara Rock Hotel refurb near Salcombe in the South Hams. The far-flung, sprawling clifftop destination has won ongoing praise so it was only natural that the Aria team would turn to House Nine again, this time for the development of the boutique barns set in the heart of Cornwall. DECKING Decking has been a staple addition to caravan parks for some years now – not only does it allow a weather-proof, raised platform to be built around individual holiday homes, but it looks great in communal outdoor areas such as those at bars and restaurants too. Recently, decking specialist NeoTimber embarked upon a holiday park improvement project which was part of a wider renovation, to improve the outdoor areas of both private accommodation sites; as well as communal, recreational spaces. The client, Bowbrook Lodge, said its top priority was a durable outdoor flooring solution – a deck board strong enough to withstand traffic from crowds of people; but also resistant to staining in order to prolong its lifespan. A neutral colour tone was also preferable; something that wouldn’t quickly become outdated and would match the cladding of the lodges. NeoTimber spokesperson Katy Westwood said: “While the customer showed great interest in both our Classic and Deluxe samples, we were inclined to sway them towards the latter of the two for the 360 degree protection, enhancing stain and fade resistance. The project resulted in a truly fantastic install, as I’m sure you’ll agree.” Jay Davie, NeoTimber’s Sales Team Leader, worked on the Bowbrook Lodge project and said: “The client had previously been plagued by the many pitfalls that come with traditional timber and wanted to avoid decking alternatives like PVC. The client was also on the lookout for a low-maintenance, and safe solution but wanted to ensure that the aesthetics of the project remained authentic and in keeping with the wider area.” The client opted for the Deluxe Teak deck board, a premium capped composite decking range which offers resistance to weathering, with enhanced UV and stain resistance. The product was used across a number of sites and has been purchased throughout the course of a year. PICNIC BENCHES For businesses considering the longevity of outdoor furniture and its impact on the environment, recycled plastic is becoming a popular choice. Family-run business Kedel Limited uses British-sourced waste plastic to develop their eco-friendly plastic products, such as picnic benches, decking and fencing. The Bolton-based recycled plastics company uses innovative manufacturing techniques to convert CD and contact lens cases into useful materials for the building trade and into outdoor furniture. Kedel focuses on maintenance-free, waterproof and mould-resistant products which offer more longevity than
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
