Club chiefs gain Lake District view of growing market

Driving up quality: Caravan and Motorhome Club DG Nick Lomas (left) with Skelwith Fold's Henry Wild

Driving up quality: Caravan and Motorhome Club DG Nick Lomas (left) with Skelwith Fold’s Henry Wild

Senior executives from the Caravan and Motorhome Club took a behind-the-scenes look this autumn at a major Lake District holiday park which is meeting new staycation opportunities.

Skelwith Fold in Ambleside was the venue for the visit following a study tour earlier in summer to the Club’s Coniston Park Coppice by members of BH&HPA’s Cumbria branch.

The delegation was headed by the Club’s director general Nick Lomas, and the aim was to see how one of the organisation’s commercial counterparts was adapting to an evolving market.

Skelwith Fold director Henry Wild, who led the tour of the 130-acre grounds, said there was ample evidence this year that the demand for holidays in the UK was continuing to rise.

The trend, he believes, is helping to introduce more families to the notion of a British park holiday, especially via “glamping” with its appeal to a very broad spectrum of visitors.

This year, said Henry, safari tents had been added to the existing glamping options at Skelwith Fold where 450-plus pitches also provide holiday home ownership and touring facilities.

The park’s touring guests, he said, include members of the Caravan and Motorhome Club, and that the “cross pollination” of visitors benefitted both parks and customers.

Like the Club, said Henry, parks such as his recognised the importance of keeping quality standards on an ever-rising trajectory to match customer expectations.

Nick Lomas, Caravan and Motorhome Club director general, said: “It’s so important that the UK touring industry works together to improve the quality, standards and experiences which our places provide, so we can encourage even more people to enjoy the outdoors!

“The growing number of family groups sharing time together is common amongst both Skelwith Fold customers and Caravan and Motorhome Club members,” added Nick.

Last year, Skelwith Fold – which has been owned by the Wild family for over 20 years –  was the winner of the Holiday Park of the Year title from Cumbria Tourism.

Glamping options such as Skelwith Fold's safari tents (above) help reach out to new consumer markets

Glamping options such as Skelwith Fold’s safari tents (above) help reach out to new consumer markets