An Interview With Iain Black, Head of Sales at YourRetreats

1. Can you tell us a little about your background?

I’ve had the privilege of working in the holiday park industry for many years, selling and developing some of the UK’s most prestigious parks, where lodge prices can exceed £1 million. Throughout my career, I’ve specialised in both B2C and B2B sales, offering luxury lodges to a variety of clients, from individual buyers to large commercial operators.

Over time, I’ve developed a deep understanding of the needs and expectations of both customers and manufacturers. I know what makes a successful sale in this somewhat challenging market and have a keen eye for identifying homes that will not only meet a customer’s needs but also maintain their value over time.

2. Tapping into your experience working on parks – what should customers generally look for in a holiday or residential park?

When selecting a holiday or residential park, there are a few key things that customers should look for. First and foremost, the park should be clean and safe, offering facilities that cater to all age groups and interests. Whether you’re looking for a peaceful retreat or a place full of family activities, the environment should be stress-free and enjoyable. It’s important that the park feels like a place where you can truly unwind and create lasting memories.

In terms of the lodges themselves, make sure the one you choose is structurally sound, modern, and built to last. This is a long-term investment, and you’ll want a home that will remain in good condition for years to come. High-quality materials and design can also make a difference if you ever decide to sell your lodge privately. A well-maintained, high-end lodge will better hold its value, making it easier to sell in the future. Ultimately, you want a home that not only suits your immediate needs but will continue to be an asset over time.

3. Do you have many customers looking to place lodges on their own land? If so, what does that process look like?

Yes, many customers are interested in placing lodges on their own land, and this has become a more common request in recent years. The process starts with an in-depth consultation where we discuss the customer’s specific needs, lifestyle, and the type of lodge that would be most suitable for their plot of land. Once we’ve selected the right model, we’ll need a few more details, including access photos of the site. This helps us assess whether it’s feasible to deliver and install the lodge there.

If everything checks out, we then move forward with a production slot, ensuring that the lodge is built to specification. We’ll also schedule a design meeting to confirm the final details of the layout, finishes, and any customisations. Throughout the build process, we maintain regular communication with the customer, keeping them updated on progress. Once the lodge is complete, we’ll deliver it to the site, where our skilled craftsmen will handle the installation and interior finishing, ensuring that it exceeds the customer’s expectations.

4. In terms of holiday park operators, are there any common challenges they face or opportunities they can embrace, and what advice would you give them?

Holiday park operators often face a few key challenges, particularly when it comes to filling their pitches and staying competitive in a crowded market. One of the biggest challenges is keeping the park looking appealing to potential customers. My advice here is simple: make sure there are as few empty bases visible as possible when showcasing your park. Empty plots can give a sense of inactivity or lack of interest, which can be off-putting. If you do have vacant plots, consider fencing them off and showcasing CGI visuals or marketing materials that demonstrate what a new lodge will look like in that space.

In addition to presentation, it’s important to think beyond the park itself during tours. If your park lacks extensive amenities, take customers off-site to show them the nearby town, village, beach, or lake. Sometimes, a short trip to a local attraction or a lunch in a nearby area can help seal the deal. When discussing pricing, it’s helpful to break down costs into monthly payments rather than just quoting the overall price. This can make the financial commitment feel more manageable, especially for families. Additionally, offering flexible financing options, like fractional ownership or finance solutions that suit families, can appeal to a wider range of buyers.

5. From a manufacturing perspective, what insights or advice would you give to someone buying a luxury lodge or park home?

When buying a luxury lodge or park home, it’s important to invest in high-end materials and finishes. These will not only enhance your experience while you’re living in the lodge, but they’ll also ensure that the property retains its value over time. Look for durable, modern construction methods such as SIPs (Structural Insulated Panels) rather than traditional timber builds. SIPs are much stronger, provide better insulation, and last longer, making them a superior choice for a luxury home.

Another piece of advice if you're planning to place a lodge on a holiday or residential park is to carefully review the terms of your site license. Make sure you fully understand the rights you have regarding occupancy, any restrictions on the pitch, and the rate of pitch fees. It’s essential to know exactly what services are included and whether there are any additional costs down the line. A good understanding of these details will help avoid any surprises and ensure that you’re making a smart investment.

6. Do you see any trends emerging in the luxury lodge market, both for holiday parks and residential use?

Yes, there are several exciting trends emerging in the luxury lodge market. One of the most significant is the growing demand for contemporary designs and luxury finishes. People are moving away from traditional holiday homes or caravans in favour of modern, high-end lodges that offer a more comfortable, stylish living experience. This trend is particularly strong in both holiday parks and residential use, as people are looking for a space that offers a true sense of home rather than just a temporary getaway.

Even in a challenging market, the demand for contemporary lodges continues to rise, which is encouraging for park operators and manufacturers alike. My advice to park owners is to invest in new, modern designs that stand out. A lodge that is visually appealing and unique is likely to attract more interest, especially if it’s presented in a way that’s social media-friendly. The more your park is showcased online, the more potential customers you’ll reach.

7. What does a typical day in the life look like at YourRetreats?

A typical day at YourRetreats is dynamic and varied. I spend a lot of time speaking with customers, both new and existing, to understand their needs and offer advice on choosing the right lodge or park. I also visit parks regularly, advising operators on how they can improve their sales strategies, enhance their offerings, and ultimately increase their business.

Building strong relationships with industry professionals, suppliers, and manufacturers is a key part of my role, as it helps me stay informed about the latest trends and developments in the market. Every day is different, but I’m always focused on helping our customers and partners achieve their goals!

8. If you had to design the perfect lodge for your favourite location, what would it look like?

If I were designing the perfect lodge for my favourite location, which would be right by the beach, I’d prioritise contemporary, clean finishes that reflect the natural surroundings with materials that are both durable and easy to maintain. One of the most important features would be a layout that wows both my family and any guests who visit.

The lodge would be spacious, with a focus on open-plan living that allows for easy movement and an inviting atmosphere. The design would also include plenty of clever storage solutions to keep clutter out of sight, ensuring the space feels organised and calm. It would be a place that feels luxurious yet comfortable, offering the perfect balance between relaxation and style. I’d want it to feel like a true escape, a place where everyone can unwind and enjoy the beauty of the location.