Move over COVID... Christmas is back!

To me, Christmas is the most magical time of the year. When I was growing up, my mum and dad were brilliant at ensuring yuletide was incredibly special - to this day, we all get excited in the weeks running up to Santa's arrival! That festive experience made a big impression on me, and it is something I passionately want to recreate in Away Resorts.

Christmas when mum told me lime cordial was wine (1977).

Last year's "lockdown Christmas" was difficult for many people, and as we approach what I hope will be a normal festive time, it reminds me of what we all missed in 2020. I learned many things in the pandemic; I will never take hugging my family or celebrating Christmas together for granted again. We're certainly not in the clear from COVID, but we can hopefully take the time to focus on the things that matter - being together and having fun. At Away Resorts, we love this time of year - it's when our parks come alive - and our teams have been working tirelessly to give our guests and holiday homeowners a Christmas to remember. Our Christmas bookings are breaking records this year, so it seems our customers are feeling as excited as we are and planning for an extra special celebration! With the love we have for celebrations it should make for a brilliant time. It is lovely to see the change in mood, as we all start preparing to enjoy a very merry Christmas (and a happy new year).

We want everyone to have a bigger and better festive celebration, but if you visit us, you will enjoy something uniquely ours and far beyond the ordinary. We are pulling out all of the stops, whether it's our Christmas stage shows, our industry-first Spiegeltent at Tattershall Lakes, our mouth-watering festive menu or our enchanting Forest of Light at Sandy Balls in the New Forest. All experiences will be memorable, but none of it would be possible without the herculean efforts of my incredible colleagues. I am always grateful to work with such outstanding people... they are everyday holiday heroes.

Although we are facing challenges, like supply chain issues, household financial pressures, and Covid case rates I see those things as the Grinch just trying to spoil the fun. We won't let that happen. So, let's deck the halls with boughs of holly, grab a mince pie (or a slice of our festive Turkey pizza), and a glass of mulled wine because the festivities are about to begin!

We want a greener future, but let’s be honest about how tough a challenge it is

It’s being called the last chance for climate change to be brought under control.  Shortly, the global climate summit COP26 kicks off in Glasgow.  World leaders will have the opportunity to commit to action on climate change before a deadline to cut emissions by 2030.  

With so much at stake, how can businesses play their part?  Buying carbon tokens, using recycled paper, buying electric vehicles – those are welcome acts, but are they adequate?  Sometimes, putting things right feels like we’re trying to empty the water out of a full bath, with bath taps running, using just an egg cup.

It is a tricky line for companies to navigate.  It seems to point to a fundamental change in how we should do business – which costs money. Huge sums of money. But massive investment comes with a price, which must be paid for through either increased revenues or borrowings or both.  Borrowings increase costs and that increases prices.  At the risk of sounding over simplistic, it’s easier for a business to stick to smaller actions to prove their green credentials, while keeping costs manageable.  If a business spends so much, they go bust, that contributes to unemployment growth which reduces tax pounds to the exchequer, while in turn reduces investment in ESG initiatives at a national level.

At Away Resorts, we know we don’t have all the answers.  But we partner with charities and organisations like Surfers Against Sewage and Tomorrow’s Forest, so that we can learn and be part of the process.  Many of our holiday parks are close to beautiful beaches, beaches we want to protect.  We’ve been looking at ways to help holidaymakers enjoy their stay while also playing their part in caring for our coastlines – from beach cleans, to campaigns, we want as many people as possible to join in, so our coastlines are safe for everyone to enjoy.  For every holiday home that we sell, we work with Tomorrow’s Forest to plant a tree.

We don’t just want plastic-free beaches, but less plastic on our holiday parks.  So, from 1st January 2022 we will no longer sell single use plastics at our bars.  This will remove 120,000 pieces of plastic from our parks.  By the end of 2023 we plan to no longer accept supplies packaged in single use plastic, a very tall order for us but important nonetheless.  We’ve tried to look at other ways we can reduce waste.  Across our estate the lemons, limes and oranges served in our bars are all dehydrated using our own equipment.  It means they can be stored for much longer and won’t go to waste at the end of a shift.  We’ve identified a new uniform supplier who produces T-shirts that are 100% bamboo from sustainable sources.  They are produced as efficiently as possible, but any carbon produced is offset in a verifiable way.  The T-shirts can then be recycled and to date, they have reused 100,00 T-shirts – we are in early stage discussions, but the opportunity is so exciting.

At our Mill Rythe holiday park in Hampshire, we’re excited to have introduced all electric caravans to our hire fleet.  They produce half of the carbon compared to accommodation using gas boilers and cookers.  Watch this space for more like this! Where we have gas units, we’re migrating to biogas.  It’s produced in a carbon neutral way, so whilst not reducing our output, at source it is better for the environment.  Across our parks we have more than 75 electric vehicle charge points, and we are adding more each year.  

We recognise we’re not perfect right now. But we’re on a journey, working towards a greener future and we’re committed to protecting our planet.  For us it’s not just about pledges, but actions.  COP26 should inspire us to fundamentally rethink how we exist and be honest about the scale of the problem so that we can truly grasp the nettle – egg cups won’t do.

Farewell to Robert Sewell. A quiet holiday park heavyweight.

I was saddened to learn that Robert Sewell (on the left in the photo), former Finance Director of Haven and Park Resorts and co-owner of Golden Sands in Rhyl, recently passed away. He has steered three great businesses to success in his time, but I just wanted to share a little about the man I knew.

At Haven, I was a young GM at the annual conferences when he presented to us all about the "state of the nation". His sessions were always in the graveyard shift for some reason, but as everyone used to shuffle their papers ready for the first pint before dinner, I would listen avidly. 

As you would expect, he had a great sense of the metrics, but of equal measure was his awareness of the economy, the people, and the elements that would influence success. It was a masterclass of content. But coupled with his incredibly subtle wit and warm smile, it was well worth giving him your full attention.

I got to know Robert more closely at Park Resorts when I headed up holiday home sales. I don't think he ever knew this, but he was known as Bobby to many of us. It was a term of endearment. That said, he was always so detailed and relentless that soon got changed to "The Bobinator", less a term of endearment and more a mark of respect. 

His quiet and harmonious style could leave you thinking he was meek and mild, but he had grit and determination in spades. If you had Robert walking towards your desk, you knew he would be correct, you knew it would need dealing with, and you knew he would be using very long words! As he walked away, I would hear murmurings from my colleagues like, "Carl just got Bobinated". His sharp mind and intelligence left you with nowhere to hide, ever.

Robert was a man that wielded his intellect compassionately and thoughtfully. He always intended to guide you and the business in the right direction. Compassionate and supportive, I don't believe there was anything but generosity and good in him. The sector is better for having had Robert in it, I am better from having known him, and he has touched many people's lives in the same way. We will all miss you Bobby. 

Is there a case to reduce VAT on hospitality and tourism permanently?

There's no doubt that all business sectors were hit hard, really hard, during the pandemic. That said (and perhaps I am biased), hospitality and UK holiday parks were amongst the most brutally hit of all.  We were forced to close by law, were amongst the last sectors to reopen and even then, endured numerous restrictions.  It was tough and many business owners are not out of the woods yet.

 So, to paraphrase an old Monty Python line, "What did the UK Government do for us?" Well, we could have a lengthy debate here about the various measures, but given that this article is about VAT, let's stick with that topic. Upon reopening, the UK Government provided welcome support by reducing VAT to 5% until 30th September when it climbs to 12.5%, before returning to the standard rate of 20% as of 31st March 2022.  By all measures, this action was decisive, very welcomed and supported a bounce back, to some extent.

 But let's be clear, the 20% UK VAT rate for accommodation (VAT on restaurant food is equally high) levied on members of the public who simply want a getaway has been excessive for years. Take a look at the chart below and you will see that unlike most of Europe, there are no VAT concessions for accommodation in the UK. The average rate of VAT for accommodation is 11% across the countries shown, almost double the UK standard rate.

Source: European Commission (2017a), Database of Key Taxes on the EUTourism Sector, August 2017

So what? Well, other forces are driving our "input costs" higher and faster than I have previously seen.  These influence holiday prices, just as VAT will. Wage costs are growing as hospitality desperately tries to find team members, National Insurance is increasing, fuel costs (the energy price cap does not apply), food, drink, consumables etc are all escalating.

The supply chain that services our industry is suffering immensely, notably our static caravan manufacturers. The cost of timber, steel, fabrics, white goods, glass, uPVC etc is climbing so fast, one manufacturer is suggesting they will have to reprice caravans four times per year.

Add that all up and apply an already uncompetitive VAT rate, and UK tourism is more expensive than it should or needs to be.

The case for a permanent reduction in hospitality VAT has never been more apparent or timely. The positive impact it has had on pricing and investment while safeguarding and creating jobs during the pandemic is undeniable.

Maintaining UK VAT on hospitality lower than the standard rate will keep us competitive. It will increase the frequency of customer visits, increase employment, reduce the number of people relying on benefits and support our fantastic sector. It will lead to further investment, improving overall quality, not to mention the positive impact of increased visitor numbers on the economies local to our parks.

Why damage a sector that has been a bastion of British culture for over 100 years in this recovery period?  We are a sector that employs over 200,000 people in its supply chain and supports a great UK manufacturing success story, providing millions of families with the chance to get some well-deserved time with their loved ones.

Now is the moment for the government to send a message to the UK population that they care about everyone's leisure time. Rather than requiring people to pay 20% VAT using wages upon which we have already paid income tax, why not set a lower tax rate for hospitality, so we can all spend more quality time together? They seem to be able to do it outside of the UK.

Giving back should be part of every business strategy

It's something every company wants to be seen to be doing. But in my view, it's something every business should be doing, regardless of how good it makes you look.

It all comes down to the philosophy behind Away Resorts. The thing that matters most to us is people. Whether you're holidaying with us, working for us or partnering with us, we want to ensure it's the best possible experience. We want it to be authentic and matter to you.

That's why giving back is so important, and it's why we are so committed to it. It gives us focus, purpose and it helps bind us together as colleagues.

For me, it's not about just being part of a team; it's about feeling like we are a family, building something special - together. It's why I get up in the morning, and keeping that bond is now more crucial than ever. We now have more than 20 holiday parks across England, Scotland and Wales, and as our brand continues to grow, I want us to keep that family feeling alive. If I am honest, it's my number one concern as we expand.

On reflection, being kind-hearted is very much part of the soul of Away Resorts. It is central to how we think, and everyone gets a say. Each year, we choose a national charity to support, and our colleagues decide upon the charity.

“Everyone has a say in how we give back”

This year, they chose MIND. It was an understandable choice, really. After the mental toll of the past 18 months, we figured people need more support now than ever before – to make sure no one faces a mental health problem alone. Throughout the year, we have been raising money for MIND through various events and individual fundraising activities; we are all proud to be giving something back.

As well as fundraising for our chosen national charity, our colleagues on our parks hold events for other causes that are close to them. Whether that's doing an eight-mile walk for the MS Society, fundraising for the local fire station or holding a raffle and trying 'laughing yoga' to raise money – it all matters. As a brand, we have a national focus yet a local impact at the same time.

At Away Resorts, we champion the local community around each of our locations: from Tattershall Lakes in Lincolnshire to Whitecliff Bay on the Isle of Wight, we encourage people to explore the area, the food and the culture. However, if staying on the park is what people want, that's fine too because we're working to have local food and drink sold in our bars and restaurants. We want our guests to have a unique and authentic experience.

Growing up in Cornwall, getting some sand between my toes and doing a bit of rock-pooling are fond memories for me. It's an important holiday memory for many people, so given that a number of our parks are close to popular beaches, it was easy to partner with Surfers Against Sewage. I am proud to say that we are 'giving back' by stopping all single-use plastics in our bars from January 1st 2022. That is over 200,000 fewer pieces of plastic at risk of becoming litter or getting into our seas.

Ultimately, we want to give back to our colleagues, who we call our 'Everyday Holiday Heroes'. The pandemic has tested all of us, especially those working in hospitality and leisure. We have focused on little acts of kindness, from sending sweets to our co-workers, to additional holiday time for people who worked all the way through the lockdown.

At the start of the pandemic, my executive team and I gave up half of our salaries for three months and created our 'Hug our Hero Fund'. The money is there to support anyone who may be struggling or needs help. We have replaced washing machines, purchased computers so children could attend virtual school lessons, and so much more. The reasons as to why people needed support have at times been challenging to hear. Still, it has been a real privilege to help the Away Resorts family when they needed it most.

At the end of the day, it's not just about the cash balance sheet, it's about the balance sheet of kindness too. As a business, it's essential to give back no matter how big or small - for me, it's like chicken soup for the soul.

It’s a family thing, really…

That’s me in the middle. Aged eight, sat between my dad and grandad. They would go onto shape so many aspects of my life – one thing I could never escape was their passion for holiday parks.

My grandad was working for Ladbrokes betting shops when he was asked to run one of their holiday parks.  He accepted and was soon running what was Britain’s first holiday camp, which opened at Caister in Norfolk in 1906.  Originally from a family of miners my dad soon left the Derbyshire collieries behind, followed grandad to Norfolk and spent the next 45 years of his working life devoted to holiday parks.

They have both taught me so many things, but above all,compassion.  Caring for people was at the centre of everything they did at the holiday parks they ran. One of my earliest and fondest memories is trundling along on the back of a Bedford vanthat was being driven by my dad. My mum, one of the manychalet maids, waited for my dad, a blanket boy, (ably assisted by me!) to hand out bedding so they could prepare the accommodation for all the guests that were due to arrive.

I’m the third generation in my family to run a holiday park.  So why didn’t I catch the bug immediately?  Back then, the most popular TV show was ‘Hi-de-Hi!’ – I wanted nothing to do with that.  As an 18 year old, the bright lights of London were calling.  Why be at a holiday park when I could have a career working in music and nightclubs?  Life on a holiday camp was not for me.

Or so I thought. One summer, desperate for some additional help,my dad persuaded me to return.  I did one season and fell in love.  I adore everything about holiday parks – all they stand for and all they have to offer.  Running a holiday park is a bit like running a town. From sorting essential utilities like waste disposal and the electrical network to creating different accommodation options and fitting out playgrounds;  there is no job quite like it.  

Things have moved on from ‘Hi-de-Hi!’ The old-school stereotype of holiday parks no longer stands, especially at Away Resorts.  Back in the day, kids would be left in their chalets, while parents went out to enjoy the entertainment and staff would patrol the site, listening out for babies crying. That wouldn’t cut it now.  We want to provide multi-generational entertainment and create memories for the whole family.  Today’s resort experience is much more superior and so is the accommodation.  Gone are the days when caravans didn’t have double-glazing, luxe bedding and high-tech TVs.  It means families will want to hang out and spend time together. 

The day that my grandad died, was a devastating time in my life.  But I know he would be intensely proud that compassion is still what drives us, as I continually search for innovative ways to keep the family tradition thriving.

Our new TV advert proves the only thing we don’t take seriously is ourselves

Today sees the launch of our first major TV advertising campaign.  But as a commercial for a British holiday, it’s almost unrecognisable.  No classic images of a family frolicking in the sea, no clichéd close-ups of a glass of wine with a sunset in the background. Why not? Because at Away Resorts we do things differently. 

The past 18 months have certainly kept us on our toes.  Yes, it has been immensely challenging, but the outlook for our sector is positive and it gives us an excuse (not that we needed one!) to champion UK holidays and of course, holiday parks.  With much uncertainty still surrounding overseas and foreign travel, demand for domestic holidays has skyrocketed.

The statistics speak for themselves.  38% of customers in 2021 told us it’s their first time visiting a holiday park.*  What’s more, 75% of guests were new to the Away Resorts brand.*  But with all that demand - from new and different customers - comes responsibility.

At Away Resorts we want to give our guests experiences that are a bit different, it’s our passion.  As the TV advert goes, we believe we have “Something for Everyone.”  Over the past 13 years, we have built up a family of over 20 holiday parks in England and Wales.  At our core, we want every guest to feel part of our family and very much at home.   

Everyone has their own unique preference for what makes a perfect break.  From Beachcomber in Cleethorpes right down to St Ives Bay, our holiday parks cater for those who love to keep busy, for families who want to rock and for those who prefer quieter spaces to relax.   One of the many joys of our holidays parks is that they are all quite different, and at the same time so special.

So, you won’t see stereotypical British holiday images in our advert.  What you will see is people doing yoga and selfies, unwinding in a bath or a hot tub, with families rocking to music while kids dance on sofas – because that’s the reality of the Away Resorts experience. We don’t take ourselves seriously, but we certainly take our customers seriously, every single one of them.  We do that because our mission is really quite simple: love people. That’s it, and that’s what we do.  

Ultimately the pandemic means we are welcoming a vast range of new holidaymakers to our parks, and we have to be able to cater to those differing needs and expectations.  Our job is to provide an amazing service, along with experiences they won’t forget, so those customers return again and again.

So, when we say, “something for everyone,” we really mean it.  And that includes the dog, because they’re part of the family too.

* Source: Welcome home survey. As of 5th August 2021.  

Recipe for Success with a Great British Bake Off Finalist

Challenge: The Great Balls Bake Off #GBBO

Location: Sandy Balls Holiday Park, New Forest.

What do you get when you cross a Channel 4 Celebrity Baker and a British Holiday Park CEO who has never baked a cake before? Good question. Those who know the extent of my baking skills would say it was a recipe for disaster but nevertheless, I was in the safe hands of a Star Baker.

Would I describe myself as an avid baker? Absolutely not. In fact, I’d say I was seriously novice when it came to the world of baking… but as always, I was ready to rise to the occasion and challenge myself to tackle something new. Cue Great British Bake Off Finalist, Steven Carter-Bailey and his knack for magicking up delicious baked fayre!

Now, as I stepped out of my comfort zone and into our Indulgent Lodge kitchen, my first ever baking challenge had a significant milestone to mark.

2019 has delivered an honour for all of us at Away Resorts in the form of an outstanding century celebration for our beloved Sandy Balls Holiday Village, nestled in the New Forest. Nothing short of incredibly picturesque, the wonderful woodland landscape of Sandy Balls has played out as the backdrop to thousands of families in helping to create those priceless holiday memories. 

To me, nothing says ‘Happy 100 Years Sandy Balls’ better than a great big chocolate birthday cake, topped off with plenty of forest-inspired trimmings. Luckily, I had a professional baker on hand to offer his own recipe and guidance for the Sandy Balls Double Chocolate Layered Sponge – See the full recipe below.

Not only were my mediocre baking skills being put to the test, Steven took his time to quiz me on my beginnings, success’ and proudest moments when it comes to leading a British Holiday Park business. 

Move over Paul Hollywood, there’s a new silver-haired baker in the kitchen! Fancy a glimpse at our final masterpiece? Watch the full Great Balls Bake Off film below.

It's National Baking Week and in celebration of 100 years at Sandy Balls, I've teamed up with Great British Bake Off finalist, Steven Carter-Bailey to create the ultimate chocolate birthday cake! Take a look at how we got on with the full version of our afternoon baking session at our Sandy Balls Holiday Park.

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Recipe for the Double Chocolate Layered Sponge 

For the sponge:

265g self raising flour
1 ½ tsp baking powder
¼ tsp salt
300g caster sugar
150g light brown sugar
100g unsalted butter – room temperature
75g cocoa powder
125ml boiling water
100g buttermilk
100g sunflower oil
1 heaped tsp instant espresso powder
1 tsp vanilla extract or bean paste
5 large eggs

For the ganache:

200g milk chocolate
200g dark chocolate
400g double cream

Method

For the sponges:

Grease and line the bottom and sides of two 8” cake tins and preheat the oven the 180°c fan.

Start by adding the cocoa powder, coffee, vanilla extract and butter together in a heat-proof bowl. Gently whisk in the boiling water and stir until completely combined. Add the oil, buttermilk and eggs and mix well, ensuring there are no lumps.

In a large bowl, combine the flour, baking powder, salt and sugars. Add the wet chocolate mix slowly and stir together ensuring everything is completely combined.

Split the mix equally between your tins and bake in the centre of the oven for 30-35 mins.

Cool the cakes in their tins for 5-10 mins before carefully turning out onto a wire rack to cool completely to room temperature.

For the ganache:

Break the chocolate up and add to a heatproof bowl along with the cream. Microwave on high for 30 second bursts ensuring you stir between each time. Do this until the chocolate and cream have melted and combined to a smooth and silky mix.

Allow to cool to room temperature before spreading over the sponge layers. Enjoy!

What does a cantankerous old bus conductor and the Air Training Corps have in common?

The letter here certainly isn’t my proudest moment, especially considering I was 7 years old, and I am certainly not condoning my own behaviour! What it proves to me is that I have always had a very healthy disregard for simply accepting the rules. In hindsight, I think this is a sign of an inquisitive mind with a passion to explore and of someone who doesn’t like or at least is willing to challenge being told to conform. In school I was often described as disruptive and easily bored and as I look back I wish there was an older version of me reassuring younger me that I wasn’t a tyrant, simply frustrated that I wasn’t discovering enough new knowledge or experiences.

I never set out to misbehave, in fact I never really felt that I was misbehaving. It was more an exuberant thirst for knowledge coupled with a short attention span for things I found were going to slowly or didn’t inspire me.  In truth, not everyone fits into educational frameworks perfectly. In my day (I just sounded like my Grandad) it was largely speaking a “one size fits all” approach, if you didn’t fit in you got punished. I believe all pupils should be encouraged to bring out the best in them based on their learning style and capability. Whilst there was a young breed of teachers starting who had a different and more liberal style, there was still evidence of  the schoolmaster mentality that quite literally demanded subservience. Modern education has undoubtedly developed a long way since I was at school, but I still sense there are things to do in order to develop the best traits in pupils.

However, this isn’t a narrative about education, so I will continue... Years later I began to explore my love of aircraft (a passion I shared with my Grandad) and I joined the Air Training Corps. This youth movement was to provide an insight into life in Her Majesty’s forces. It was all about accepting rules and following orders, something I patently had a ‘slight’ aversion to, so how did I fit in? Well, to me it seemed that putting a framework around things that you are passionate about gives you a whole new perspective on how to deal with behavioural constraints. I quickly discovered there was a positive reward when I complied with orders... I got to fly in planes! Positive reaffirmation of my good behaviour always outweighed punishment, such as having privileges removed, both in school and in the workplace.

This sentiment has framed how I have approached my attitude to my work life.

Always challenge norms, never be afraid to ask questions, subservience to rules can be dangerous and always have respect for the frameworks in which you exist.

In light of my passion for aircraft I can tell you this... many aircraft crashes can be attributed to Captains that dominated the cockpit whilst their First Officers were subservient and wouldn’t express their concerns as they blindly followed the hierarchy of command. Catastrophic failure follows. The lesson for me is that a strong push for change, in the context of a safe and legal framework with collaborative colleagues is a powerful thing. 

For the record, the bus conductor was a cantankerous, miserable old sod... but I did apologise!