UK Holiday Parks set out to attract Single Parents

A new marketing initiative by a group of holiday parks in the UK has identified a growing target market.

Single parents are the focus of a summer campaign which has been launched by the Best of British holiday-parks group.
It says that for single mums and dads going away with children, holiday parks tick all the boxes which are left blank by hotels, guest houses and rented cottages.
The 50-strong group believes that for many singles, the biggest holiday headache is trying to keep youngsters amused without breaking the budget.  'The dread question of "What can we do now?" is often the trigger for going out and spending more money', says BOB chairman Claire Jeavons. "But on a holiday park, that issue just doesn't arise. Children are often straining at the leash each day to explore the grounds, enjoy the inclusive activities and meet other youngsters."
Many single parents, says Ms Jeavons, find that hotels and cottages produce a sense of isolation. "That is met by getting in a car and heading off somewhere different each day, which costs more money."
Parks in membership of BOB, most of which are family owned and with top tourist board gradings, offer a variety of inclusive attractions depending on the preferred style of holiday. Some have swimming pools, children's clubs and nightly entertainment - all included in the price - with an on-park shop and cafe, bar or restaurant.
Others simply offer peaceful surroundings with attractive grounds to explore, sometimes in easy walking distance to a beach or countryside trails.
"Almost all of our parks' single-parent bookings are repeat visitors or are made as a result of a recommendation from another mum or dad who has stayed there," says Ms Jeavons.
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