Pontin’s, the holiday park operator that introduced the famous bluecoats into the British summer, has seen bookings for next summer rise by a claimed 20 per cent, following the appointment of a new management team.

Ocean Parcs, the investment Company that acquired Pontin's in March 2008 for £46million, said that bookings over the Christmas period are up by 11 per cent on 2007 and that summer bookings for 2009 are up 20 per cent.

On taking over the company from Trevor Hemmings, the mechanic turned leisure entrepreneur, the new management team had vowed to breathe new life into the business, which was founded in 1946 and runs seven villages across the UK, including Blackpool, Southport and Camber Sands.

Chief Executive, Ian Smith, said: “2009 will be a challenging year for everyone, not least the leisure industry but with our new pricing strategy and product line up we are confident when we say “if you can find a better value British family holiday elsewhere,then take it”.

Graham Parr, Chairman, added that Pontin's was also targeting the growing number of Britons who are choosing to holiday in the UK in a bid to save money.

"We have focused our efforts and strengths on the Pontin's core business and the results speak for themselves,” he said. “This coupled with more and more people relying on the traditional British holiday to give them the affordability to enjoy themselves in these difficult times,” he said.

Sir Fred Pontin founded Pontin's in 1946 at Brean Sands, Somerset, and the bluecoats were introduced in the 1960s.

Times Recommends

• Minister in talks with Saudis to protect creditors
• Premier Inn hits back in £29-a-room row
• Bankers hit back at 'populist' bonus supertax