Awaze opens high street store in Southwold as part of pilot programme

Holiday rentals group Awaze – owner of Hoseasons and James Villas – has opened a James Collection store on the high street of Southwold in Suffolk.

The store will offer “full support across bookings, guest communications and property care” – catering to guests as well as property owners “who are seeking expert support that goes beyond a digital platform”.

It is part of a pilot programme by James Collection which brings together Awaze’s portfolio of villas, cottages and lodges.

The pilot will also strengthen Awaze’s workforce in Suffolk, where it employs more than 280 people in Lowestoft, as well as its wider network across East Anglia.

Awaze has more than 3,400 properties across Suffolk and Norfolk and thousands of holidaymakers visiting the region each year through its brands.

Simon Altham, chief commercial officer at Awaze, commented: “We’re seeing growing demand for more premium and experience-led holidays in the UK, with people increasingly seeking high-quality stays that feel personal and rooted in the destination.

“By bringing our managed service to Southwold for the first time, we’re able to offer owners more hands-on local support and provide a more bespoke service before, during and after each guest stay.

“This pilot represents more than just holiday lettings. Through James Collection, we’re combining technology, local expertise and in-person service to create a more meaningful experience for owners, guests and the wider destination.”

Awaze works with travel agencies across brands including Hoseasons and James Villas and urged other agents who are interested in making bookings to contact partner@awaze.com.

The James Villas brand was revived in December after a two-year hiatus, with a relaunch supported by a £2 million multi-channel marketing campaign.

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