New UK holiday parks operator buys Devon resort

A new holiday parks operator has set its sights on developing a portfolio of luxury escapes in the UK following a multi-million-pound acquisition of one of the UK’s largest holiday resorts.

 

Evergreen Escapes Group plans to modernise the accommodation and leisure facilities after completing its deal to buy The Manor and Ashbury Resorts in Okehampton, Devon, earlier this month.

 

The renovation of the UK’s largest golf resort will be the first part of the group’s strategy, which aims to own and operate 15 to 20 “aspirational” lodge parks and resorts in the next five years.

 

The group intends to sell through multiple sales channels in future, including the trade. It said trade sales would be a “key consideration” for the Manor & Ashbury Resorts, which is currently only bookable direct or through specialist golf operators.

 

Executive chairman Stephen Twiss said: “The establishment of Evergreen Escapes, the bringing together of a supremely talented and focused senior leadership team and the subsequent acquisition of this incredible site are things we’ve been working away on in the background for the last 18 months, so it’s incredibly exciting to see them finally come to fruition.

 

“However, this is just the beginning – we’re already working on a number of other assets under management and discussions continue with a view to adding more locations to a portfolio we intend to become a standard bearer for aspirational parks and resorts across the UK.”

 

Twiss, former chief executive and founder of Lakeshore Leisure Group, leads a senior leadership team with experience across the domestic travel sector.

 

The team comprises chief financial officer James Johnson, who has worked for Bourne Leisure brands Warner Hotels, Butlin and Haven; chief operating officer Luke Hansford, who for worked Hoseasons’ parent Awaze; marketing director Anna Baker, who previously worked for companies including Lakeshore Leisure Group and Bourne Leisure; and operations director John Ryan, who held general manager roles at Bourne Leisure parks.

 

A chief executive and other team members are expected to join in the near future.

 

In time the business also plans to develop a number of residential communities. 

 

On the group’s future plans, Twiss added: “We’re backed by an institutional level fund who share our desire for broader expansion through the innovative development of carefully selected established locations, alongside potential new greenfield projects.

 

“Our ultimate goal is to provide guests, owners and residents, along with their friends and families, aspirational and interesting experiences that provide true escape from their everyday urban lives.”

 

Lawyers Burness Paull, estate agents Knight Frank and chartered accountants Wilson Partners were involved in the Manor and Ashbury Resorts deal.