There was a time when saying you were off to Center Parcs for the week was enough to earn bragging rights at the school gates.
In the late 80s and 90s, the Dutch-born holiday concept felt futuristic and aspirational—an escape into nature with luxury touches that set it apart from caravans in Yarmouth or camping trips in Devon.
A lodge in Sherwood Forest, with its glass-domed swimming paradise and packed activity schedule, was once a status symbol to rival a big TV or a new car.
Fast-forward nearly 40 years, and the picture looks quite different.
While the brand still welcomes two million visitors annually and boasts four additional UK villages—with a Scottish site opening in 2029—the aura of exclusivity has slipped.
Some families now say the experience feels more like “a Wetherspoons at Mayfair prices” than the premium escape it used to be.
The Price Tag That Puts Families Off
For many parents, the breaking point is the cost. A week at Longleat Forest this October half-term in a two-bedroom lodge will set a family of four back around £3,148 before even factoring in extras.
Add bike rentals (£160), paintball (£50 per person), spa treatments (£99 each), and meals at chain restaurants like Bella Italia or Café Rouge, and the bill can easily top £5,000.
That’s not to mention eyebrow-raising food prices on-site—one TikTok user went viral after complaining about a £40 supermarket lasagne at Whinfell Forest.
By comparison, other holiday options look far more appealing.
A lodge with hot tub and luxury touches at Forest Holidays in Hampshire comes in at £2,195 the same week.
A family apartment at Butlin’s in Bognor Regis is just £1,064, with rides and pool access included.
No wonder some parents are calling Center Parcs’ school holiday hikes “criminal.”
Price Hikes That Sparked Outrage
The price difference between term time and school holidays has been another sore point.
One father from Hampshire went viral after pointing out how a four-night stay in February jumped from £429 one week to £1,449 the next, simply because of half-term.
Many argue this forces parents into either breaking the law by pulling kids out of school or not going on holiday at all.
Interestingly, Center Parcs’ European sites often undercut the UK villages by a huge margin.
A four-night break this October half-term costs £1,499 at Whinfell Forest—but just £561 at a similar Dutch village.
The Queen’s Funeral Fiasco
One of the most damaging blows to Center Parcs’ image came in 2022.
In a widely mocked move, the company announced it would shut all five parks for 24 hours to mark the Queen’s funeral—meaning families who’d already paid had to vacate. The backlash was instant.
Within days, Center Parcs U-turned, allowing guests to remain but warning they’d have to stay inside their lodges while restaurants and facilities closed.
The incident was branded an embarrassing PR disaster, raising questions about whether the company still understood its core audience.
Chains and Collaborations That Dilute the Magic
Another big talking point is the dining. Back in the 90s, a Starbucks or Café Rouge on-site might have felt like a treat.
Today, for many middle-class families, these chains feel more like the retail park back home than a luxury escape.
Partnerships with Bella Italia and Café Rouge in particular have been criticised as uninspiring, especially since both brands have been in decline on the high street.
Branding expert Chad Teixeira says this is Center Parcs’ biggest misstep.
Guests paying premium prices don’t want “bland, mainstream” dining that they could get at home.
They want something unique, something that adds to the feeling of being away.
Right now, he says, Center Parcs risks being seen as an “expensive but underwhelming option.”
Why Families Are Thinking Twice
Middle-class consumers have changed. They research more, compare more, and expect authenticity and quality to justify a premium price tag.
With boutique breaks across Europe offering high-end design and better dining for less, Center Parcs’ once-untouchable formula no longer looks so appealing.
As Teixeira puts it: “It risks being a Wetherspoons experience at Mayfair prices.”
Center Parcs insists it is listening. A spokesperson highlighted new investments, including a premium gastropub, The Dozing Duck, at Sherwood Forest, which has been well-received.
The brand also points out that over 60% of guests return and satisfaction levels are at a record high.
But the debate remains: is Center Parcs still the middle-class dream, or just a pricey trip down memory lane?