Center Parcs 17 year journey up market to sell–out to the brands?
Writing about web page http://www.centerparcs.co.uk
I have just returned from another family trip to Center Parcs. In the last 17 years we have made over 30 visits to 6 holiday villages in 3 countries. The picture of the Redway below was taken at Longleat in 1999.
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It was the cleaners at Sherwood who started to take Center Parcs up market by suggesting a full cleaning service for the better villas. We first experienced this in Villa 335, pictured left, now 901, one of 2 discrete prototypes for their ‘executive villas’. By the time we visited De Huttenheugte in Holland it was clear that the UK centres were already way up market of most of the European parks. More villas were upgraded with the removal of the double bunk rooms and the introduction of two story villas from the model of the Oasis site in the lake district. The activities and facilities have also been improved from the Action Centre to the Wii Lounges this year.
The Restaurants have also been becoming more ‘British’ influenced by Whinfell Forest, the ex- Oasis, park. Their top restaurant was oriental themed, next came an Indian and a real pub. The Rajinda Pradesh, Indian brand is now at all 4 UK parks and the top brand at Sherwood.
Recent changes have not all been for the best. La Sapinière at Sherwood, where we were welcomed back by name over many years, has gone but the biggest change has been outsourcing to the brands; Starbucks, Strada & Cafe Rouge. Competition should be to the customer’s benefit but it was sad to hear that the long-standing staff of Chez Pierre are leaving in large numbers from Cafe Rouge. What Sherwood has lost is any bar where you can meet and chat with fellow guests after a meal. Indeed I cannot get a single real beer I would drink, draft or bottled, in the whole park. The re-branded Country Club seemed promising as the ‘Foresters’ Inn’ but it turned out to be another gastro-bistro.
Starbucks can create £1-2 more value from a coffee, a restaurant can increase earnings per cover in £10s adding £100s on a weekend break but get the balance wrong in a holiday village and you risk bookings of over £1,000. I doubt that I will return to Center Parcs again in a hurry.
I have loaded some Center Parcs digital photos in this Flickr slideshow and also blogged with my family hat on over at www.mcgonigle.co.uk .
Robert McGonigle
11 Jul 2008 23:05
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Tags: Brands Center Parcs Holiday Village Real Beer Sherwood Forest
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Sue
I’ve only been to Center Parcs once and that was to one in France. The main thing I remember about that is that when we got there we couldn’t find my six year old daughter and I was quite frantic because the place was surrounded by lakes. The search only lasted about five minutes when we found her hiding under one of the beds for a joke but I was a bit concerned about having that much water around with young children about. We’ve never been again because we don’t like going to the same place twice but I’m always quite intrigued by people who do although it’s completely beyond me why they would want to. Recently my niece went to Longleat Center Parcs for a week long conference which she said was good fun, I’d imagine it was a good venue for an all expenses paid conference.
12 Jul 2008, 08:29
Rob McGonigle
Sue, for many years I too would never plan to go back to a holiday destination. Mostly I would still agree, we will not go back to Barbados again.My bigger trips, below, were non-repeatable;
But I have been back to Athens, Paris & Marakesh and I am building up a list of other places I would like to return to.
The rest of my family were all advocates for returning to Center Parcs repeatedly. We used to spend the week but have taken to the shorter breaks. Many times Center Parcs have been a good place for family get-togethers and occasions. I had my 40th birthday bash at Sherwood because I was able to bring over 50 family and friends together without anyone driving afterwards, with an Irish band and have a 5-a-side tournament.
You are right too about the conferences and team building especially with the Action Challenge company. The Aqua Sana also attracts visitors just for their spas and treatments. Rob.
15 Jul 2008, 14:47
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