The long-established Pontins has been rated the worst UK holiday park brand in a survey by the consumer organisation Which?, with smaller and independent resorts taking the top honours.
Top of the table was Potters Resorts, which has a base in the Essex countryside and another on the Norfolk coast.
Which? surveyed more than 1,700 people about their experiences at UK holiday parks in the past two years, asking them to rate their stays on 11 criteria, including quality of accommodation, cleanliness, facilities and activities, and value for money.
Founded by Fred Pontin in 1946, Pontins was taken over in 2011 by the Britannia Hotels chain. In the past nine months or so three sites – Camber Sands in East Sussex, Prestatyn in north Wales and Southport – have suddenly closed, and it now has just two currently open: Pakefield in Suffolk and Sand Bay in Somerset.
Pontins earned a run of two-star ratings in categories including customer service, quality of accommodation, cleanliness, quality of facilities and activities, food and drink and value for money. Its highest scores of three stars were for communication and the quality of entertainment.
While the brand took last place with a customer score of 56% – it also came bottom in 2022 – it was far from the only big name that “failed to live up to expectations”, said Which?
Butlin’s – which has resorts in Bognor Regis in West Sussex, Minehead, Somerset, and Skegness, Lincolnshire – came fifth from bottom with a customer score of 67%, with guests underwhelmed by the customer service on offer and the food and drink, said the consumer organisation. However, the brand, famous for its Redcoats, scored four stars for the quality of entertainment and the quality and variety of children’s activities.
Just above Butlin’s in the table, Center Parcs and Haven tied with a customer score of 69%.
The most-visited brand in the survey, Center Parcs – which has five UK locations – received largely favourable reviews “but ultimately failed to deliver on value for money, receiving just two stars in this category,” said Which?
Potters Resorts took the top spot with a customer score of 87%, followed by Which? “recommended provider” Forest Holidays with a score of 80%. Potters Resorts has a base a short drive from Colchester in Essex, and another a few miles from Great Yarmouth.
Naomi Leach, deputy editor of Which? Travel, said: “Our latest survey shows that it’s worth looking beyond the best-known names, with smaller and independent resorts offering excellent value for money, great customer service and plenty of onsite entertainment.”
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Pontins has been approached for comment. Which? said Pontins did not respond to its requests for comment.
A Butlin’s spokesperson said it had invested more than £50m across its three resorts and was pleased to see that it was scoring highly on activities and entertainment. “It is disappointing to see that some scores are lower, but we would like to reassure guests that we’re investing in these areas to offer a better holiday experience.”
A spokesperson for Center Parcs said it was proud of its “consistently high” guest satisfaction scores, and that more than 60% of guests go on to make another booking with it. They added: “Our guests demand a high-quality experience, and each year we invest tens of millions of pounds improving our villages.”