Back to blogs I’ve just come back from an Easter break in Spain, and it really got me thinking. The difference in hospitality was extraordinary.
Everywhere we went people smiled, made eye contact, and they all took time to chat. We didn’t feel like just another table or like an inconvenience. Every meal, in even the smallest cafe, felt like an experience.
And it made me wonder… when did that change here in the UK?
When I first started working in holiday parks, hospitality was a career choice. I’d come from bars, loved working with people, and saw a real future in it. I was surrounded by likeminded people from all walks of life who had chosen this same industry—people who took pride in what they did and were generous with their time, knowledge, and passion for good service.
Now, more often than not, teams are made up of people passing through; students, seasonal staff, or those on their way to something else. And there’s absolutely nothing wrong with that!
But something has definitely changed.
Too often these days, service feels functional. Eye contact is missing. Warmth is the exception. The human connection, the thing that makes hospitality hospitality, can feel lost.
And I must stress it’s not just a generational thing. Nor is it restricted simply to holiday parks. But I do feel like somewhere along the way, the industry itself has started to be seen as “a stop gap” or a “means to an end” rather than a long-term career choice and something to be proud of.
And this is what came to my attention while I was on holiday. People are doing jobs in hospitality roles through choice. They strive to do well and progress, and if they’ve been in the same place for a decade, it’s not unusual. The lady in the supermarket, the man in the bar, the young woman serving me a coffee and a pastry- they all ooze a warmth that reminded me of the people I used to work with. They took pride in their roles and that was clear to see.
Here in the UK you only have to go to the local supermarket and you’ll see less staff than ever, and the ones you do see will avoid you and hope you’ll use a self-checkout. If you go to Costa or Starbucks there is no small talk or pleasantries to pass the day. It’s a transaction and nothing more.
And that’s what makes me a bit sad.
Because our industry isn’t built on transactions-it’s built on connections and interactions! It’s built on pride, in ourselves and our staff, and the experiences we provide. It’s built on people who care about creating moments guests remember long after they’ve gone home.
I know some incredible people within this industry-people who live and breathe holiday parks and live and breathe service. But I do worry, because as time goes on, I’m worried that passion will fade.
So what do we do about it?
How do we refocus teams on the guest, not just the task?
How do we show that hospitality is a career with real progression and leadership opportunities?
How do we keep the heart of service alive in a fast-paced, high-pressure environment like a holiday park?
Now this would be the perfect time to sell our Customer Engagement training and say it’s the answer to all problems, but I really think it’s about more than that.
In today’s climate, service is one of the few things that truly differentiates one park from another. Get it right, and you create loyalty. Get it wrong, and you become forgettable.
I don’t think great service has disappeared altogether, but I do think it’s no longer the default. It has to be built, nurtured, and led.
If you’d like to talk about great service in your park, reach out to Jackie