Pontin’s has ‘paid price for failing to modernise’ says brand guru
Self-styled brand guru Simon Middleton says Pontin’s has paid the price for failing to modernise its brand.
The holiday parks operator went into administration last week after the bank Santander, which had loaned the business £46m, pulled the plug.
Middleton, who has advised Great Yarmouth, The Broads National Park and the Suffolk seaside town of Felixstowe, said 64-year-old Pontin’s had failed to ‘nuture and develop’ its brand.
“I think there’s such a stark contrast with the continuing success of Butlin’s that the failure of Pontin’s cannot be blamed on the economy or even social change,” said Middleton.
“Butlin’s has thrived because it has changed, innovated and refreshed its iconic brand. It is as relevant now as it ever was.
"By contrast, Pontin’s appears to have failed dismally to take itself seriously as a brand and has therefore failed to invest either money or imagination."
Middleton also advised the Norfolk holiday resort of Hemsby on branding and led an attempt to buy the former Pontin’s site in the resort, which closed in 2009. Their plan was to revive the town’s fortunes with an 800-person eco-tourism centre, which became known as the Eden of the East project.
Administrators KPMG say they have received several enquiries from parties interested in buying Pontin’s and in the meantime they are looking for an experienced operator to run its five holiday parks, all of which have remained open.
But Middleton claimed it might be too late to save Pontin’s, which employs 850 people.
"It would take an entirely new vision to save the brand now," he said. "A vision to create a high quality and high value holiday experience which appeals to modern families on a budget. I would love to see that happen, but I doubt very, very much that that is going to."
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Skyscanner reveals major travel trends 2026 at ITB Asia
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
In Italy, the Meloni government congratulates itself for its tourism achievements