Parkdean Resorts launches £4.5m campaign to capitalise on record year for staycations

Parkdean Resorts has hired 1,500 new members of staff and launched a £4.5m marketing campaign, its biggest ever, ahead of what it anticipates will be a record September and October.

The operator of 67 UK holiday parks says it expects to be at 100% capacity in July and August and aims to capitalise on the huge demand for staycations this year.

Steve Richards, chief executive of Parkdean Resorts, said: "This campaign will rightly celebrate the wonderful Great British holiday. It is our biggest yet and comes at a time when demand for our holidays is through the roof; we expect to be full over the summer months and are experiencing a surge for September and October bookings, creating ‘twin peak' demand.

"We are ready and waiting to warmly welcome holidaymakers who want to enjoy a well-deserved break while seeking fresh air, open spaces and safe, beautiful locations. Our team has worked hard to ensure that whilst social distancing and health and safety measures are adhered to, our holidaymakers' experience will be the best yet."

The 1,500 new recruits include accommodation, food and beverage and security roles and take total staff numbers to almost 8,000, a company high.

Earlier this year, Parkdean committed £80m towards buildings, facilities, maintenance, health and safety, and environmental areas.

The company is also testing a "parks of the future" initiative in four locations to create state-of-the-art amenities including accommodation, park facilities and kids' activity-based entertainment such as the Bear Grylls Survival Academy.