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UK: Holiday rentals group Awaze is expanding its James Collection pilot programme with the launch of a new branch in Whitby, Yorkshire.
The company, which owns Hoseasons and James Villas, opened its first James Collection branch in Southwold, Suffolk earlier this month as part of a wider push towards more personalised and experience-led stays.
Awaze said the Yorkshire expansion comes amid growing demand for tailored UK holiday experiences, with Whitby emerging as one of the strongest-performing destinations across its portfolio.
The coastal town has ranked among the top-performing locations on cottages.com over the past decade, according to the company.
Simon Altham, chief commercial officer at Awaze, said Whitby’s combination of coastal heritage, local events and independent businesses made it a strong fit for the managed service concept.
Awaze currently has 283 properties listed in Whitby through cottages.com, more than any other UK town.
Highlights
- Awaze is expanding its James Collection pilot with a new branch in Whitby
- The move follows the launch of a Southwold branch earlier this month
- Whitby is one of the top-performing destinations in Awaze’s portfolio
- Awaze said demand is growing for personalised UK holiday experiences
- The company currently lists 283 Whitby properties on cottages.com
