Holiday park operator John Fowler Holidays announced a multi-million-pound investment project at Ruda Holiday Park in North Devon.
The initiative focuses on infrastructure upgrades and accommodation replacements during the off-season, per a December 12 report by Exeter Today.
For private campground owners and operators, this capital expenditure illustrates a strategy of using the quieter months to integrate sustainable technology and high-end units to improve operational efficiency and market positioning.
The investment includes more than £1 million allocated for a new fleet of caravans to replace older models at the 300-acre site.
The company is also committing over £100,000 to refurbish and refresh existing accommodation units.
In the Croyde Burrows section of the park, three high-end lodges are being added to target the high-end market segment with views of Croyde beach.
Sustainability and Infrastructure Upgrades
A significant portion of the redevelopment involves the construction of a fully electric facilities block for touring guests.
The building features solar panels, high-efficiency electric boilers, and water-saving measures. The facility also includes an integrated laundrette. This focus on resource efficiency reflects a broader industry movement toward reducing utility overhead and environmental impact.
The company is redeveloping two major areas within the park to create new bases for accommodation. These areas will include dedicated parking for guests.
Strategic Acquisition Context
This development follows the acquisition of Ruda Holiday Park by John Fowler Holidays from Parkdean Resorts.
The multi-million-pound deal ended 23 years of ownership by Parkdean Resorts and expanded the John Fowler Holidays portfolio to 13 parks across the South West and South Wales.
The acquisition included 817 pitches for static caravans, touring, and tent camping, as well as a glamping village and ownership of Croyde’s Blue Flag beach.
Martyn Fowler, managing director at John Fowler Holidays, stated in June, “Ruda will play a big part in the future of our development. We are looking forward to the challenge of building on its considerable success whilst being committed to ensuring the park remains a cherished destination for new and returning visitors for years to come.”
The sale was part of a long-term strategy for the previous owner. Steve Richards, CEO of Parkdean Resorts, said the transaction “aligns with our long-term strategy, by enabling us to reinvest the proceeds into enhancing our existing parks and supporting future growth.”
What This Means for Park Operators
The investment in fully electric facilities blocks equipped with solar panels and water-saving technology addresses the rising costs of utilities and provides a model for operators facing stricter environmental regulations.
By modernizing essential infrastructure, parks can reduce long-term operational expenses while appealing to guests who prioritize sustainable travel options.
Prioritizing high-end lodges and the replacement of older caravan fleets allows operators to diversify their revenue streams.
This approach targets different traveler segments, from budget-conscious touring guests to visitors seeking premium coastal stays, which can lead to higher average daily rates and improved occupancy during the shoulder seasons.
Redeveloping park areas to include dedicated parking and modern amenities highlights the importance of site layout in guest satisfaction.
For operators in competitive coastal regions, consistent reinvestment in both infrastructure and accommodation quality is a primary method for maintaining market share against consolidating industry portfolios.