Holidays at home are the perfect way to avoid travel-related stress and one UK resort offers much more in the way of truly switching off.
For many of us, life is lived through a screen. Our working lives are dominated by computers, our entertainment is largely delivered via televised programmes and video games. Even our social lives have moved online.
“We’re the holiday destination the weather can’t spoil” – William McNamara, chief executive, Bluestone Wales.
For Bluestone Wales, a luxury holiday resort in Pembrokeshire, getting out from behind a screen is a major part of its offer.
“Children are growing up in a risk-averse society and an increasingly technologically connected environment,” says Liam Hewer, the resort’s own ‘Imagineer’ and entertainment lead. “We set out to create a resort that focused on more ‘I can’ than ‘iPad’.”
The result is a place with less connectivity but far more connections, he explains – to the people you are with and the environment you are in.
William McNamara, chief executive of Bluestone Wales, agrees. “We’re a luxury, short-break, all-weather holiday destination that connects families with the natural environment of Pembrokeshire.”
Bluestone is set in Britain’s only Coastal National Park, complete with award-winning beaches, historic towns and castles, and acres of ancient woodland. “We complement that with more than 100 indoor and outdoor activities running all year round, our Blue Lagoon Water Park, Well Spa and Adventure Centre,” says Mr McNamara.
“Our unofficial tag line is that we’re the holiday destination the weather can’t spoil.”
Leaving aside the problems of seasonality and the unpredictability of UK weather, there remain challenges to doing business in Pembrokeshire. Unemployment is relatively high in the county and the local economy lags behind the average.
Mr McNamara, however, is determined that his business is part of the turnaround. “The solution to a lack of enterprise is, unsurprisingly, more enterprise,” he says.
“Over the past 10 years, our supply chain has been worth £60m to local suppliers. And the business itself is 30pc owned by our employees, so they have a real investment in our success.”
For more information, visit www.bluestonewales.com