Pontins set for £25m re-launch
British holiday resort operator Pontins is looking to bring a little of the American dream to the drizzle of home with a “Disney-style” re-launch of its resorts.
Britannia Hotel Group, owners of the struggling destinations, purchased the firm for £20m last week and is keen to breathe new life into its five seaside parks by populating them with costumed characters and adding fresh attractions in a £25m re-launch.
Alex Langsam, Britannia’s chief, said: “The bluecoats will stay because if it ain't broke you don't fix it. But there will be people dressed up in all sorts of different ways, too."
Pontins slide has been attributed to a lack of investment, seeing it fall behind rival Butlins which has invested heavily in its resorts.