Pontin’s holiday villages are to get a facelift following the £46 million acquisition of the firm by new investment and management firm Ocean Parcs.

Ocean Parcs executive chairman Graham Parr said the rebuilding and refurbishment programme of the seven resorts nationwide will take two to five years, while the company will may also acquire new sites to add to its portfolio.

Parr said: “We’re starting the planning process now, some (of our plans) will require new planning consent and we’ll be looking at all the options open to us.

“We really want to be very careful as to how we market and re-sell the product, and we’re investigating any possible new sites.”

Parr, who was chief executive of Pontin’s from 1987 to 1994, said now was a good time to buy a domestic tourism business. Pontin’s alone made £60 million in turnover last year selling 500,000 holidays. To date this year bookings are up 15% year on year.

Parr believes the domestic market will grow not just because people are increasingly concerned by their carbon footprints and airport hassles but also because UK tour operators are increasingly offering niche experiences, which are growing in popularity.

Parr said: “The Pontin’s brand is well regarded. It is not selling anything like the traditional family bucket and spade holidays but it is selling huge amounts of specialist short breaks for like minded people.”

He said these short breaks ranged from bowls competitions to music events. Meanwhile, staff will also focus on providing high quality product and value for money to further drive sales, he added.