Potters Resorts in Norfolk is bouncing back from the pandemic having acquired a second resort in Essex and re-positioning the 103-year-old family business as the UK’s first and only all-inclusive resorts in the UK.

It’s clearly a popular new formula with guests as Potters Resorts won the Customer Excellence Award, sponsored by Greater Anglia, at the Norfolk Business Awards 2022. 

John Potter, proprietor of Potters Resorts said: “Customer excellence is the best recognition a hospitality business could wish for, and it says a lot about the dedication and friendliness of our amazing team.

“Each day they provide exceptional service, going the extra mile at every opportunity to make our guests happy. It’s so pleasing to be able to share this award with them in recognition of all their hard work.” 

Having first opened in 1920 by Herbert Potter with a £500 prize he won in a national newspaper competition, Potters Resorts is now in its fourth generation and has a proud history of reinventing its facilities to constantly improve the guest experience. 

Centenary celebrations at Potters Resort in Hopton-on-Sea were cut short in 2020 by the pandemic. However, during lockdown, the company developed a unique product for the staycations market with its new all-inclusive short breaks. These include everything in one price, and a lot more than just accommodation, with West End-style shows every night, four meals a day, a large selection of sports and leisure facilities, a packed entertainment and activity programme as well as entertaining bars fully stocked with top drink brands at no extra charge. 

John explained: “We’ve always believed in hospitality in the truest sense of the word, entertaining our guests as we would our own friends and family at home.

“During lockdown, we thought long and hard about what has made us special to our guests for over 100 years. We had a winning formula before the pandemic, but we wanted to go further. 

“So we dared to imagine a UK resort where everything was included, even the drinks, so that no guest had to worry about racking up or splitting a big bill. After all, not having to worry about anything is precisely what having a break is all about! 

“And now, as we navigate this cost-of-living crisis, it turns out our decision to go all-inclusive was perfect timing as people now value more than ever knowing exactly how much their holiday will cost up front, without all the unknown extras they’ll be hit with elsewhere. 

“People just love all-inclusive, and Potters Resorts does all-inclusive properly!” 

Having already won multiple awards for customer excellence and innovation throughout 2022, the company also featured in a number of national newspapers having come out on top of an independent Which? readers survey for the Best UK Holiday Parks and Resorts. 

Eastern Daily Press: Potters Resorts acquired Five Lakes in Essex last yearPotters Resorts acquired Five Lakes in Essex last year (Image: Sam Markwell Photography)

With breaks on sale as far as 2024 and with many sold out, Potters Resorts’ unique standing in the hospitality industry has seen it enjoy continued growth. The opening of Potters Resorts Five Lakes in Essex during 2022 is a testament to the company’s success, along with increased demand for its short breaks. 

“Now with two resorts in Norfolk and Essex, we look forward to welcoming a record number of guests to Potters Resorts once again in 2023, while developing even more ways for our guests to enjoy quality time together,” John concluded.  

Potters Resorts offers all-inclusive three-night weekend and four-night midweek breaks all year round on the coast in Norfolk at Hopton-on-Sea, and in the Essex countryside in Maldon.

Breaks are designed for adults throughout the year, with breaks for the whole family also available at Hopton-on-Sea during the school holidays. 

For more information, visit www.pottersresorts.com