Awaze buys Quality Cottages and Quality Unearthed

UK: Vacation rental and holiday resorts operator, Awaze, is expanding its UK portfolio by buying self-catered holiday cottages company Quality Cottages and sister brand Quality Unearthed for an undisclosed sum.

The purchase increases Awaze’s inventory by an additional 671 units, with the firm having recently acquired UK operators, Amberley House and Portscatho Holidays, and Danish business Bornholmtours. The company’s most well-known holiday rental brands include cottages.com, Hoseasons and Novasol.

Founded in 1961, Pembrokeshire-based Quality Cottages operates 400 self-catered holiday cottages across Wales, with the majority of those properties located within five miles of the Welsh coast.

Meanwhile, Quality Unearthed specialises in glamping accommodation, such as tree houses, eco pods, wagons and yurts, It was founded by Tim Rees in 2011, 50 years after his parents, Leonard and Margaret, founded Quality Cottages.

Awaze chief executive Henrik Kjellberg told Travel Weekly: “We’re always excited to add regional businesses like this to the Awaze portfolio and look forward to building on the strong relationships they already have with the local communities they support.

“In Quality Cottages we now have a significantly greater presence along the ever-popular Welsh coast, while the acquisition of Quality Unearthed means we can continue to surprise and delight those among our three million customers a year who are looking for something a little different from their staycation,” he added.

Tim Rees, CEO of Quality Cottages and MD of Quality Unearthed, said: “My family and I deliberated long and hard about selling our businesses, but we are very pleased to have been bought by Awaze.

“They impressed us with their professional and personal touch and clearly appreciated the value of the local knowledge we have developed over the last 60 years. They also have the expertise and scale to deliver even better results for our owners, staff and guests well into the future, and we wish them every success,” he added.

Kjellberg said: “2021 has seen unprecedented demand for managed vacation rentals right across Europe and we continue to look for further opportunities to grow our business and brands.”