Salop Leisure is making a major investment in the UK’s outdoor hospitality sector, committing £750,000 to expand its Love2Stay resort in Shrewsbury, Shropshire.
This investment will fund the addition of five new holiday lodges to the already popular glamping village at the resort, which has become a key destination for short breaks.
The demand for short-term stays, especially among younger demographics, is rising, and Salop Leisure is responding by enhancing its offerings.
“We are finding that people in the 25 to 35 age group are increasing the number of short breaks to five a year,” said Mark Bebb, joint managing director of Salop Leisure. “It’s all about convenience, flexibility, and luxury.”
According to a report by Shropshire Star, this growth is attributed not only to UK visitors but also international guests, particularly from the Netherlands, who are drawn to the resort’s distinctive features, such as its natural cold water bio swimming pool and hot springs.
Love2Stay’s focus is on providing a high-quality, family-friendly experience. Bebb notes, “We encourage young families to spend quality time together away from technology. They appreciate the benefits of spending time together rather than being in separate rooms at home.”
The resort is also seeing an increase in multi-generational holidays, with grandparents staying in their caravans while their children and grandchildren enjoy the luxury lodges.
This trend could be seen as a growing opportunity for businesses in the outdoor hospitality industry to cater to diverse family groups seeking joint, yet tailored, experiences.
For operators in the sector, the success of Love2Stay highlights several key trends in customer expectations: the demand for high-end accommodations, such as the five-star-rated lodges at Love2Stay, alongside wellness and nature-focused amenities.
Bebb adds, “Love2Stay is designed to offer the very best luxury break experience with our holiday lodge accommodation matching a five-star hotel.”
In an increasingly competitive market, providing a mix of both luxury and nature-focused amenities can set a glamping or resort business apart.
The strategic investment in expanding the lodge offerings at Love2Stay demonstrates how understanding guest trends—like the desire for quality family time and wellness—can lead to long-term success.
With a growing number of tourists seeking unique, nature-immersive experiences, operators in the outdoor hospitality sector might consider similar investments in amenities and services that cater to family-oriented and health-conscious travelers.
