From music festivals to Fawlty Towers evenings, UK operators are looking to theme holidays as consumers demand more from short breaks. Linsey McNeill reports
UK tour operators are reporting that their customers are taking more short breaks and are increasingly looking for an activity to serve as the focal point for the weekend away.
Operators have responded by expanding the range of themed breaks on offer. Rather than simply offering a hotel for a couple of nights, many are building packages around activities such as wine tasting, painting and horse racing.
Shearings, for example, has produced a Special Interest brochure to combine hobbies with holidays, with activities ranging from the fairly sedate, such as chess and whist breaks, to racing weekends, fine foods and walking.
Superbreak sales director Ian Mounser said: “We are trying to respond to demand by adding a greater variety of themed packages, such as our Royal Day Out and exhibition packages and our haunted and murder mystery breaks.”
Crucially for agents, themed breaks offer the chance to sell something more exciting than a hotel room, and they are also likely to generate more commission. Here’s a taster of what’s on the market.
Murder mystery breaks
What is it? Guests get the chance to play Miss Marple or Hercule Poirot when they’re told there’s been a murder. They then have to work out the identity of the killer over an evening or a weekend.
Where and when?Swallow St George’s Hotel in Harrogate organises regular murder mystery evenings and weekends.
Description: Each event has a specific theme, such as a masked ball or a medieval supper, allowing guests the opportunity to dress up and get into character. A team of professional actors, one of whom is the murderer, will provide clues to enable them to work out whodunnit.
Sample package: Highlife Breaks offers murder mystery packages on May 16 and 22 and August 20 at the Swallow St George’s Hotel from £169 per person including two nights’ accommodation with dinner and breakfast
Music breaks
Kirker Music Festival
What is it? Kirker organises musical holidays with specially arranged performances for its customers, which can be combined with private tours and lectures.
Where and when? The Kirker Music Festival at Chatsworth House in Derbyshire takes place between September 17 and 22.
Description: Concerts by Kungsbacka Trio, Martin Cousin, Anna Stephany, Iain Burnside, the Carducci String Quartet and the Dante Quartet will be held at Chatsworth, the home of the 12th Duke of Devonshire.
Concerts are complemented by private tours of the house and grounds, plus visits to other houses in the area.
Sample package: Five nights costs £990 per person including dinner, bed and breakfast, all concerts and excursions and an escort.
Novelty breaks
Fawlty Towers eveningWhat is it? Basil Fawlty, his long-suffering wife Sybil and hapless waiter Manuel entertain dinner guests with an evening of slapstick by re-enacting sketches from the classic TV comedy Fawlty Towers.
Where and when? Superbreak Mini-Holidays holds events at various hotels across the UK, including the Hotel Gleneagles in Torquay, which inspired the TV show.
Description: A cast of actors recreate Fawlty Towers sketches. Guests receive a gourmet three-course dinner. Customers also receive a special meet-and-greet service and Basil and Manuel’s flamenco masterclass.
Sample package: Superbreak offers one night at the Hotel Gleneagles in Torquay on September 20 from £90 per person, including dinner, bed and breakfast and entertainment.
Gourmet
Yorkshire Food and Craft Trail
What is it? A four-day hotel break including food and wine tasting.
Where and when? Based at the Ramada Leeds Parkway hotel, near Headingley, the event is held once a month in May, June, August, September and October.
Description: Yorkshire is famous for wholesome, no-nonsense cooking and fine ales. This package includes a visit to the Black Sheep Brewery in Masham, North Yorkshire; the ‘Cheese Experience’ at the Wensleydale Creamery in Hawes and wine tasting at Yorkshire Country Wines in Glasshouse, near Pateley Bridge.
Sample package: Three nights’ half-board at the Ramada costs £184 per person including a Yorkshire Food and Craft Trail book.
Dance
Butlins Big Weekends
What is it? Butlins organises eight themed adult-only weekends. Themes range from 80s Madness to Skool Reunion and Disco Inferno.
Where and when?Butlins Big Weekends take place from April to December (except August) at Butlins Bognor Regis, Minehead and Skegness.
Description: Big Weekends include entertainment at Butlins’ three UK centres, which offer half-board or bed-and-breakfast hotel stays or self-catering units. As well as live music, there is a daily entertainment programme including archery, fencing, climbing, and pool.
Sample package: The Festival of the 60s weekend offers three nights of British pop. Acts include Gerry and the Pacemakers and The Animals. Three nights at Bognor Regis, from May 16, costs from £67 self-catering.
