Hoseasons is to employ a well-known sports personality as an ambassador to promote itself as one of the largest sellers of UK sports and activity breaks.

The operator is keen to capitalise on potenial investment in the promotion of sport in the run up to the 2012 Olymics as well as a planned government-backed anti-obesity campaign.

Chief executive Richard Carrick would not name the sports personality but said the operator was already working with specialist suppliers to increase the amount of activities already on offer through its UK breaks.

The ambassador will help advertise the company and give holidaymakers a reason to go on its holidays, said Carrick.

“Historically we promoted the accommodation but you don’t go on holiday because it’s a cottage, you go because you want to go walking, or because it’s by the sea,” he said.

“We had a reputable but staid image; we are trying to change that. We have quite consiciously sexed up our product. We have got the biggest range of sports and activity holidays but we don’t shout about it.”

A sports breaks tab will be introduced to the Hoseasons website in a month’s time.

Already the operator has linked up with sports organisations and clubs to sell holidays to their members, but it is also working with county councils to provide more sports equipment for school-aged children to use at its holiday parks.

It also hopes to offer the chance for children to take cycling proficiency tests on its holidays, as well as offering alternative sports such as archery, white-water rafting and clay pigeon shooting.

Meanwhile, it has now mapped all its accommodation against local walking and cycling paths as well as pubs and restaurants.

Carrick added: “The next five years will be fascinating; increasingly it’s about activity and worthiness, not ‘fly and flop’ holidays.”