Trade sales through Butlin’s, Haven and Warner were up 5% last year, according to the latest figures from parent Bourne Leisure.
Erman Housein, Bourne Leisure’s head of trade sales and marketing, said it was a ‘really strong year’ across all three brands with a total of 4 million guests, a record number.
Trade bookings for the start of this year are also up by just over 3%, although bookings dipped last week when parts of the country were hit by snow, which reduced footfall to high street agencies.
Housein said he believes Bourne’s brands are benefitting from the ongoing Brexit uncertainty, which is making the idea of staying in the UK more appealing.
"Last year’s record breaking summer helped too," he added.
He said trade incentives, including discounts on stays, would continue this year with the next batch of educational breaks being released by mid February.
These allow agents to take their partners and/or families on breaks to experience the parks and hotels for as little as £69.
Developments planned for 2019 include a £40 million swimming pool complex at the Butlin’s Bognor Regis Resort with the world’s first helter skelter water ride.
New entertainment is also being introduced, including shows by Stephen Mulhern and Paddington, plus the return of dance act Diversity.
Meanwhile, Haven is investing nearly £100 million creating new concepts to trial across five UK sites.
Developments are taking place at Hafan y Mor (Pwllheli), Craig Tara (Ayr), Haggerston Castle (Beal) and Hopton & Seashore (Great Yarmouth) ready for spring/summer 2019.
A new Warner property – Studley Castle, near Stratford-upon-Avon in Warwickshire – will open after a £50 million upgrade, while new performers have been lined up to entertain guests.
These include Jason Manford, Martine McCutcheon, Clare Sweeney and X factor stars Matt Cardle and Rebecca Ferguson.
Housein said these ‘big names’ help attract new customers.
