At the heart of the sector’s momentum is a fundamental change in consumer behaviour. Guests are increasingly prioritising short breaks focused on wellbeing, nature, and quality time together. Rather than simply booking accommodation, travellers are seeking experiences that offer convenience, consistency, and emotional value.
According to Jeremy, demand for countryside escapes and premium short-break experiences has accelerated in recent years, particularly since the pandemic. The rise of “holiday snacking” - multiple shorter trips spread throughout the year - has reshaped expectations around domestic travel. For many consumers, a two or three night break now needs to deliver the same level of quality and reliability traditionally associated with longer holidays abroad.
This changing behaviour has created strong demand for professionally managed resort environments. While standalone short-term rentals continue to perform well in urban destinations, guests travelling to rural or nature-led escapes are increasingly drawn towards curated experiences where accommodation, amenities, activities, and service standards are seamlessly integrated.
That shift has helped reposition the holiday park sector, particularly at the premium end of the market.
For Landal, premiumisation extends far beyond accommodation quality alone. Jeremy describes it as an end-to-end guest proposition, combining high-spec design-led lodges with carefully considered resort environments, elevated hospitality standards, and memorable experiences tailored to modern travellers.
Today’s guests expect more than a place to stay. They are looking for wellness amenities, high-quality dining, immersive outdoor experiences, and accommodation that feels distinctive and aspirational. Increasingly, premium resorts are also diversifying their offering with more bespoke and experience-led accommodation types, including safari tents, shepherd’s huts, pods, and floating stays.
Importantly, this evolution is helping challenge outdated perceptions of the holiday park industry.
“There is still sometimes a perception based on what people may have seen decades ago,” Jeremy explains. “But the reality today is that many modern resorts offer architect-designed accommodation, luxury spas, wellness experiences, exceptional dining, and outstanding natural locations.”
Alongside shifting consumer demand, the sector is also attracting growing interest from investors and developers. Rising regulation in the short-term rental market, combined with the increasing cost and complexity of hotel development, has made premium lodge resorts an attractive alternative asset class.
Jeremy believes the next five to ten years will bring continued expansion and consolidation across the market, with scale becoming increasingly important. Operators capable of combining operational excellence, guest experience, technology investment, and people development will be best positioned to succeed.
For Landal, growth is being approached through multiple routes, from greenfield developments and redevelopment opportunities to partnerships with existing operators seeking to enhance performance through greater scale and operational expertise.
The emphasis, however, remains consistent: creating exceptional holiday environments in partnership with owners and investors who share a long-term vision for the sector.
Technology will also play an increasingly important role in shaping the guest journey, from pricing and booking systems through to personalisation and operational efficiency. Yet Jeremy is clear that technology alone will not define success in hospitality.
While AI and automation will continue to support decision-making and scalability, the human element remains central to delivering meaningful guest experiences. The operators that balance technology with exceptional service, strong resort teams, and thoughtful customer experiences are likely to emerge as market leaders.
This philosophy reflects a broader trend across hospitality, where digital innovation is enhancing, rather than replacing, personal connection.
As the sector continues to mature, Landal sees substantial opportunity ahead. Consumer appetite for premium domestic travel experiences remains strong, investor confidence is increasing, and guest expectations continue to rise.
For operators willing to invest in quality, innovation, and experience-led hospitality, the UK holiday park sector is no longer simply an alternative accommodation category, it is becoming one of the most dynamic and sophisticated areas within the wider travel market.
And for Landal, that evolution is only just beginning.
