Breakfree Holidays has unveiled a new brand identity and website as the family-owned British travel business reports an almost 69% increase in short weekend bookings since 2024.
The relaunch is being led by Deia Sakal, representing the next generation of the family behind the business, as the company seeks to broaden its audience and challenge traditional perceptions of holiday parks.
According to Breakfree Holidays’ booking data, younger adults now account for more than 40% of its market, compared with 34% in 2024.
The company has also recorded a 46% year-on-year increase in bookings made directly through its website, reflecting growing activity across its own digital booking channels.
Demand for multiple holidays has also increased, with Breakfree reporting a 6% rise in multiple-trip bookings since 2024. These now account for more than 40% of its bookings, compared with 36.5% two years ago.
The figures suggest changing travel habits among Breakfree’s customers, with shorter and more frequent holidays becoming an increasingly important part of its business.
The company’s new identity and booking website have been introduced to support this shift, positioning its portfolio of holiday parks, cottages, lodges, hotels and boating holidays for a wider customer audience.
Breakfree Holidays traces its origins to 1989, when Peter Sakal, Deia Sakal’s father, pioneered the original £9.50 newspaper holiday promotion.
Since then, the business says it has helped more than 20 million people take holidays across the UK and Europe.
Today, Breakfree works with more than 170 holiday operators and offers accommodation across destinations including France, Spain, Italy, Portugal and Croatia.
Its UK holiday park partners include Parkdean Resorts, Haven, Park Holidays UK and Hoburne.
The company believes improvements in holiday park facilities, accommodation and leisure experiences are contributing to greater interest among younger adults, couples and groups of friends.
Deia Sakal said: “Holiday parks have seriously upped their game. We’re talking incredible waterparks, surf simulators, high ropes, design-led lodges with private hot tubs, spas and restaurants you’d actually want to eat in. There’s so much more to them than people realise, and the quality and choice just keep getting better.
“The traditional family holiday is still a huge part of what we do, but we’re seeing younger adults, couples and groups of friends discovering these places too. The product’s moved on enormously. Now it’s time to change the way people think about it.”
The reported growth in shorter stays comes as holiday park operators continue to invest in accommodation, food and beverage facilities, entertainment and activities designed to attract different types of visitor.
For Breakfree, the changing customer profile presents an opportunity to develop its position within the UK domestic tourism market while continuing to offer European holiday destinations.
The company’s rebrand aims to raise awareness among consumers who may be familiar with its holiday promotions and operator partners but less familiar with the Breakfree Holidays name.
The updated website is intended to improve the booking experience across its accommodation portfolio, supporting direct customer engagement alongside its established relationships with holiday park operators.
Deia Sakal added: “This business has been part of my life since the day I was born. My father understood the importance of making holidays affordable for ordinary families, and that commitment hasn’t changed. What has changed is the product, the customer and the way people discover and book their holidays.
“We have a trusted, established business, fantastic relationships with our holiday park partners and a huge opportunity to introduce Breakfree to people who don’t yet know us. I’m incredibly proud of what my father built, and excited about where we can take it next.”
The relaunch comes as Breakfree Holidays seeks to build on its existing distribution network, with the latest customer data indicating continued demand for affordable short breaks and more frequent holidays.
The company will use its refreshed identity and digital booking platform to develop its consumer reach across the UK and European holiday markets.