Unity Holidays has outlined plans for an investment program of up to £20 million at its Seven Lakes holiday center in Crowle, near Scunthorpe, North Lincolnshire, as part of a wider redevelopment strategy aimed at expanding visitor numbers and broadening year-round use of the site.
The company recently hosted local dignitaries at the newly opened Dog and Duck bar and restaurant, located within the 210-acre Seven Lakes country park. The venue was officially opened by the mayor of Crowle and Ealand, Kelly Holgate, during a ribbon-cutting ceremony.
The Dog and Duck has undergone a £1.1 million refurbishment and is the first completed phase of a planned £15 million to £20 million redevelopment of the wider site. Seven Lakes currently includes 780 holiday homes and is open to caravan owners, holidaymakers, and local residents, following a shift from its previous use as a private-owners-only park.
Easter period trading reportedly saw full occupancy, and Unity Holidays said it expects strong bookings throughout the current holiday season, reflecting broader UK demand for domestic breaks.
The hospitality venue includes indoor seating for 168 guests and outdoor seating for 80, alongside open kitchen areas, a pizza oven, and live cooking features. Entertainment infrastructure includes a stage for weekend performances and additional recreational features such as a dog agility course. The Sunday carvery has also attracted both residents and visitors from surrounding areas.
John Dunning, retail director at Unity Holidays, told GrimsbyLive, “It is getting to be the best experience we can offer so that visitors will want to come back. It is all about ensuring quality,” said retail director, John Dunning.
He added, “With people wary of flight cancellations and rising costs abroad, we have a real opportunity to offer breaks that have guarantees. Who would not want to come and look at these lake views?”
Dunning also commented on performance across the group’s portfolio, including Skirlington Holiday Park on the East Yorkshire coast. “That is testament to the work we have done here,” John said and next season there will be attractions including axe-throwing, archery, rifle shooting, crossbow and disc golf.
“There are lots of activities to do as a family and we make it affordable. It is about repeat business,” he said.
A 200-inch screen is scheduled for installation next month ahead of the World Cup, forming a new fan-zone area for guests.
Resort director Brian Ruthven said staffing and community integration remain priorities. “We support the local economy with regard to employment,” he said.
He also highlighted the site’s first hire fleet of 40 caravans, with plans to expand in future seasons. New saunas have been approved by North Lincolnshire Council, with installation expected next month, alongside opportunities for open-water swimming.
Fishing access remains a key feature of the development, with multiple lakes stocked with species including carp, perch, and bream. Some holiday homes include private fishing decks across the site’s lakes.
Ruthven added, “Our vision for the future is amazing,” said the resort’s director
He also said, “I want to be approachable and welcome everyone. We will always work collaboratively and listen to the holiday home owners,” he said.
He further noted, “Seven Lakes is a one stop centre. This gives you everything you would want. There are not many holiday centres that allow the public in. I am genuinely proud that we can showcase our facilities and welcome everyone,” he said.
From an industry perspective, the development reflects several broader trends in outdoor hospitality, including the integration of food and beverage anchors, expansion of activity-based revenue streams, and the growth of hybrid access models that combine holiday ownership with public visitor entry.
The addition of events such as World Cup viewing zones, expanded activity programming, and hire fleet accommodation also signals increasing diversification strategies aimed at improving occupancy stability and extending seasonal demand. Unity Holidays also stated it is offering a 25 percent discount for guests who book return stays.