Evergreen Escapes Group has entered the UK holiday park market with a multi-million-pound acquisition of The Manor and Ashbury Resorts in Okehampton, Devon, completed earlier this month.
The operator has outlined plans to redevelop the accommodation and leisure facilities at the site, which is known as the UK’s largest golf resort.
The purchase marks the first step in Evergreen Escapes Group’s strategy to build a portfolio of 15 to 20 lodge parks and resorts over the next five years. The group has stated that trade sales will play a significant role in its distribution strategy moving forward.
Currently, bookings for The Manor and Ashbury Resorts are limited to direct customers and specialist golf operators, but the company has indicated this will change as new sales channels are introduced.
Executive chairman Stephen Twiss said:
“The establishment of Evergreen Escapes, the bringing together of a supremely talented and focused senior leadership team and the subsequent acquisition of this incredible site are things we’ve been working away on in the background for the last 18 months, so it’s incredibly exciting to see them finally come to fruition.”
”However, this is just the beginning – we’re already working on a number of other assets under management and discussions continue with a view to adding more locations to a portfolio we intend to become a standard bearer for aspirational parks and resorts across the UK.”
Twiss, who previously founded and led Lakeshore Leisure Group, is joined by a senior leadership team with experience in the UK holiday and leisure market.
This includes chief financial officer James Johnson, formerly of Bourne Leisure brands Warner Hotels, Butlin’s, and Haven; chief operating officer Luke Hansford, who worked with Awaze, the parent company of Hoseasons; marketing director Anna Baker, with experience at Lakeshore Leisure Group and Bourne Leisure; and operations director John Ryan, who has held general manager roles at Bourne Leisure parks.
A chief executive and additional leadership appointments are expected in the near future, according to Travel Weekly.
The group has also signaled an interest in developing residential communities alongside its holiday offerings, supported by what Twiss described as “an institutional level fund” backing the company’s expansion.
The deal for The Manor and Ashbury Resorts involved legal advisors Burness Paull, estate agents Knight Frank, and chartered accountants Wilson Partners.
For business owners in the outdoor hospitality sector, Evergreen Escapes’ entry highlights the increasing role of institutional investment in the UK’s holiday park market.
The focus on upgrading existing sites while building a diversified portfolio suggests a growing demand for high-quality, branded destinations.
This move may create opportunities for trade partnerships, particularly as the company expands its sales channels and looks to establish itself as a leading operator in the sector.
