The Emerging Trend Towards Second ‘Holiday Home’ Ownership
Thinking about caravanning conjures up memories of traditional family seaside holidays - fishing net and fish & chips. In fact, the traditional caravan site enabled us to own a holiday home that could be used during the main summer months - but wasn’t always an enjoyable experience through the winter months, with few on-site facilities and spurious heating and insulation.
Today, there are a small number of large UK caravan park operators, together with many family-run traditional caravan sites. These are often in seaside or semi-rural locations, enabling owners to either use their caravans or rent on-site.
However, there is also an emerging trend that can best be described as a holiday village for second home owners. These holiday villages have had significant investment in infrastructure and services together with a plethora of quality lodges that can be purchased on a long license. Often purchased by entrepreneurs with young families, or retirees with grandchildren, they offer an alternative solution to second home ownership.
When purchasing a lodge there are no legal fees, stamp duty or on-going council tax, and the properties are fully furnished and ready to move into. Owners do not have to worry about maintenance or grounds, as all of this is taken care of within the service charge. The license is also up to 50 years, meaning that, like a second home, owners can sell in the future.
A case in point is Silver Bay Holiday Village, nestled in the village of Rhoscolyn, near Holyhead, Anglesey. The site has a private beach and is owned by the cider-making Bulmer family. Over the past few years it has gone through a transformation as new lodge owners have moved in, and the infrastructure has been upgraded to include a spa, indoor swimming pool and a new bar, lounge and grill. New lodges have been introduced, provided by Cambrian, which have stunning bi-fold doors together with every amenity that one could possibly want from a second home.
Most owners live within a two hour drive time, traveling from Cheshire, South Manchester and the Wirral. A typical weekend, all year round, sees dad leaving the office at 5pm and arriving with the family around 7pm at Silver Bay. They go on to enjoy family time over the weekend break - including activities such as boating, swimming and tennis, together with beach walks. There is also the added bonus of not having to get back in the car until it’s home time on Sunday afternoon.
Given the uncertainty caused by both Brexit and international instability, together with the complexities of second home ownership and the quality of both the lodges available and infrastructure of holiday villages, this trend is likely to gain momentum over the coming years.
As branding & marketing specialists within the leisure and hotel sector, we've guided Silver Bay through their transition and continue to develop brand communications to enable the holiday village to become one of the UK’s most sort after owner experiences.
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