Hoseasons announced ‘upmarket’ rebrand

Simon Altham from Hoseasons.

Simon Altham from Hoseasons. - Credit: Angela Sharpe

EDP Top 100 firm Hoseasons has introduced a new logo during its 70th anniversary year to reflect its move upmarket.

The familiar seaside blue logo incorporating the outline of a gull is being replaced by a green logo and leaf icon with the strapline 'A better place to stay'.

Simon Altham, managing-director of the Lowestoft-based firm, said: 'In a year which marks a reflection of the past 70 years of Hoseasons, it seemed fitting for us to look forward to the future.

'The style of holidays we sell has significantly changed, with over 65 percent of our business coming from the short break luxury lodge market, which has resulted in us welcoming lots of new customers to holidaying at home.

'Our research showed that the current logo, while much loved and full of personality, was also perceived to be a more value-based proposition and no longer reflected our product portfolio and most importantly our customers.'

He said the new logo not only reflected the quality of their accommodation offered, but also the increasingly wide range of holiday options available, from countryside lodges, cottages and canal boats to holiday parks, coastal retreats and cruisers on the Norfolk Broads.'

Marketing director Anthony Reilly added that the new logo and strapline was a 'statement of intent for Hoseasons'.

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He said that the 'staycation' trend that appeared in the economic downturn had opened up the market for self-catering in the UK and had led to increased expectations from consumers.

He said: 'I think we have now got a portfolio of products that matches the quality of expectation. We want to credibly fit into the 'shopping basket' along Marks & Spencer, Sainsbury's and Next.

'We have a brand that people are proud to be an advocate of and now we want to make it accessible to the aspirational mid-market.'

The new identity will appear on yet-to-be revealed marketing activity in January. Hoseasons has run television campaigns for the last three years but Mr Reilly could not confirm yet if this would be a key channel.

The re-branding announcement comes at the end of a bumper summer for the firm which has seen increased bookings across the board, including a significant lift in Broads boating breaks.