With staycations still on the rise in the UK, the big names in UK holidays are getting into gear to make their holiday offerings more attractive. For many Centre Parcs is a model of what a holiday park should be, but obviously with the prices charged for a high season break at Centre Parcs it would be cheaper to get on a flight.
So, there is a gap in the market for an offering of a bit of quality, that doesn’t break the bank, and the major operators are continually upgrading their parks to get away from that ‘seventies feel’. There will always be the ‘redcoat experience’ for those who want it, but operators are slowly trying to move away from that model.
Hoseasons will next year be launching a new brand of UK holidays named ‘Bouja’. Believing that a growth sector for UK holidays is in the luxury sector, they will be mimicking smaller independent locations by offering luxury as standard.
The luxury in question will be a hot tub, flat-screen television and deck, patio or private garden, and more. The initial launch will be in six locations across Devon, Wales and Hampshire.
A bit curious about the brand name I obviously googled it, and came up with; a Polish soup (with recipes), and, “A person in the exclusive tribe of Boujas” (Urban Dictionary). Am not sure about their intended pronunciation (very important with branding), but am guessing it may be ‘booyaah’, not, ‘boojah’, as it does it does sound a bit more posh!
It will be interesting to see how the brand takes off, they are probably hoping that it will become synonymous with the image of champagne glasses being held aloft in a hot tub, the private hot tub now becoming a symbol of a luxury UK getaway.
Hoseasons have also changed their main brand logo to reflect their slight change in direction with a cleaner more stylish logo, and the website itself looks a lot better. In the meantime, until Boojah is launched, if you are looking for a break with a private hot tub all you have to do is use the filter on the holiday park search (which appears as a search refinement after your initial holiday date search). There are 752 breaks with hot tubs available, so hopefully you can find one in a location that suits you. Original article.
By: Gareth Whieldon
