Bourne Leisure today gave an update on its summer trading across its three domestic holiday brands.
Warner Leisure Hotels saw sales in the July, August and September period increase by 16% year on year through the trade at its 13 properties.
The sunny Easter had a positive effect on Butlins’ revenue with sales up 8% against target, Bourne Leisure head of travel trade Neil Davies disclosed at a domestic breakfast at The Travel Convention.
“However, it was the opposite – if still positive – story during summer 2014. The first two to three weeks were sunny and bookings were slow, but then when the weather turned, we saw a dramatic uplift,” he said.
“Our theory is that when presented with changeable weather, UK holiday bookers look for the option that provides high-quality indoor activities and entertainment.
“So, in the back half of the school summer holidays, revenue recovered enough to not only cover the deficit of the previous weeks, but did well enough to mean we hit our targets before the end of the six weeks.”
A total of 117 ‘21st century’ chalets are to open at Butlins in Minehead next April at a cost of £16 million.
“We have worked with the Mumsnet website to consult with mums on a number of the design features, features, furnishing and surrounding area, thus attempting to ensure they meets the needs and wishes of hard-working families,” said Davies.
The ‘late summer’ September period for Haven has grown “hugely” in popularity over the past few years.
Haven sales through the trade rose by 5% for September arrivals, according to Davies.
Safari tents will available at seven Haven parks in 2015 as part of an expansion of ‘glamping’ facilities and new style accommodation will be introduced at the Lakeland and Devon Cliffs parks.