Former Awaze UK boss appointed to run new holiday parks operator

New holiday parks operator Evergreen Escapes Group has appointed former Awaze UK boss Geoff Cowley as chief executive.

Cowley, who worked at Hoseasons’ parent company for a decade until 2020, joins the senior leadership team as the new operator plans a portfolio of 15-20 luxury leisure and residential lodge parks in the next five years. The company plans to sell through multiple sales channels in future including the trade.

Speaking about his appointment, Cowley said: “I’m delighted to be joining the Evergreen team at such an exciting time for the business. We have ambitious plans for strategic growth and are well-placed to take advantage of the clear opportunities available in the luxury escapes and residential market.”

Stephen Twiss, Evergreen Escapes Group executive chairman, said Cowley’s track record in developing and growing brands including Hoseasons and Cottages.com made him a perfect fit for the new role.

He said: “Geoff is a fantastic addition to the team. He is a great culture fit, and his wealth of experience in leading teams through periods of change and growth will underpin our ambition to build a dynamic group at scale, one which will provide ‘escape the urban’ experiences across the leisure, holiday, and residential space.”

The existing leadership team includes a wealth of experience across the domestic travel sector, including chief operating officer Luke Hansford, who for worked Hoseasons’ parent Awaze; marketing director Anna Baker, who previously worked for Lakeshore Leisure Group and Bourne Leisure; and operations director John Ryan, who held general manager roles at Bourne Leisure parks.

In September last year the group announced a multi-million-pound acquisition of one of the UK’s largest holiday resorts, The Manor and Ashbury Resorts in Okehampton, Devon.

The company plans “substantial” investment to modernise the accommodation and leisure facilities on offer at the spa and golf resort, with work already underway on the first phase of development.