BUTLINS managing director George Rushton admitted that he had considered ditching the name in an attempt to escape the outdated image of holiday parks.
Rushton said it was one of the options under discussion as parent Rank Holidays sought to rebuild the ailing operation.
“It was discussed but we took the view that Butlins is an icon in the UK,” he said.
“It has 95% recognition with the public and you don’t get rid of brands that are so well known.”
Rushton, who took over the Butlins helm from Tony Marshall last month, will remain in his current role of managing director of Rank-owned Warner Holidays and Oasis.