In their heyday they epitomised the family seaside holiday as thousands flocked to their camps to be entertained by the redcoats and bluecoats.
But the popularity of Butlins and Pontin’s waned as air travel expanded and trips to exotic destinations became more affordable.
Now though, the bucket and spade break is enjoying a revival, with bookings taken by the two firms surging by nearly a quarter.
The pair are benefiting from the recession – with many hard-pressed familes opting to holiday in Britain rather than abroad – and efforts to move their parks upmarket. Health spas, luxury rooms and fine dining restaurants have been added to attract middle-class visitors.
At the updated resorts, events such as knobbly knees competitions are distant memories. Instead there are performances from X Factor and Britain’s Got Talent stars such as Stacey Solomon, Danyl Johnson and George Sampson.
Pontin’s said sales in January were up 22 per cent on the same month last year, with thousands of bookings for school summer holidays.
Butlins said its bookings for the current February half-term are 15 per cent ahead of last year, despite the grim weather.
Many families have been priced out of going overseas during the recession, with foreign package holiday companies pushing up prices by as much as 80 per cent once the schools break up.
British holiday firms such as CenterParcs are also more expensive.
But a one-week holiday for a family of four at Butlins Bognor Regis at Easter starts at £764 for a basic room. Staying at the resort’s Ocean Hotel with dinner, bed and breakfast takes the figure up to £1,496.
Butlins has spent around £100million since 2003 on its three beachside resorts.
There are now two ultra-modern hotels, one with a £2million spa, being built at Bognor Regis; a spa at Skegness; and the BlueSkies Vacation Club, which has luxury apartments and flat-screen TVs, at Minehead. There are also sport arenas and go-kart tracks.
Richard Bates, managing director of Butlins, said the firm would continue investing based on guest feedback.
But he added: ‘Investment on its own will not do the job and so we will continue to put time and money into developing our team and supporting them in making our guests’ holidays as memorable as possible.’
All the five Pontin’s parks are also undergoing refurbishment. Four nights at its Camber Sands park at Easter costs £382 for a classic two-bed apartment or £511 for the higher specification club apartment.
A spokesman said: ‘Given the recent weather conditions the UK has experienced and the economic climate, we believe the significant increase in bookings is down to families wanting to have something to look forward to.’
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February 17th, 2010 at 11:14 amDee Blick says:
My foggy memories from childhood came back when I read this article. We never stayed in Pontins or Butlins because my Dad was emphatic that we were a cut above the holidaymakers that went there!! However I was often wistful when passing the big gates of Pontins in Blackpool and always desired at least one holiday there, even if it was to lament the rock hard beds and the chilly rooms (reports from friends who did experience Pontins year after year) My brother in law took his family a few years ago and reported a very different picture and one much more in sync with what you describe here. Alas my boys are too old now to take them but who knows, in the future it may be a place to take the grandchildren and see what I missed out on all those years ago!