I’ve just been reading that the last few remaining Pontins resorts are set to be Disney-fied in a bid to attract British holidaymakers to the ailing company’s seaside locations.
I suppose it makes sense. Tourists from across the world, Britain in particular, flock to Disney theme parks in Florida and Paris leaving the twee chalets and dated entertainment on offer at Pontins looking less than appealing to today’s families looking for that annual escapism.
Having done Media Studies at university, this has made me think about theories of ‘Americanization’ and how the US has a continued influence on the popular culture of other countries. The likes of Pontins and Bultins, for me, are inherently British. The seaside holiday camps, the blue coat entertainment and organised family fun epitomise what British summer holidays were all about. I think it’s quite sad that we’re going to lose this notion of a traditional seaside staycation in favour of these generic Disney-esque resorts, but I guess we have to move with the times and people just don’t want that any more.
From a business point of view, this could be quite a shrewd move. Pontins certainly needs a refresh if it’s going to start profiting again from fickle British holidaymakers. I wonder if we’ll see kids pestering parents to take them to ‘Disneyland Southport’ rather than the pricier Florida alternative?
On another note, I think Butlins has responded brilliantly to the near downfall of small competitor Pontins with its latest advertising push. Who wouldn’t want to be friends with Ludo the dino?
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