Our Vision

Unleashing Britain’s holiday dreams today and for the future; the most loved by guests, welcomed by neighbours and commended for our natural ethos. Our vision is our ambition. It is what informs our decisions and it helps us to channel our energies in the right direction. It means delighting our customers, being an asset to our localities and always, always respecting and caring for the natural environment.

Our Mission

To keep the forest and local character at the heart of what we do, providing an unpackaged tourism experience focused on wellbeing. A Forest Holiday is whatever you want it to be, but at the heart of it, as our name suggests, is the forest. As a guest, you may simply delight in being in a natural environment where the wildlife is on your doorstep and the sights, sounds and smells of the natural world are all around you. You may like to explore the local area, enjoy the region’s food and drink, and go to nearby events and attractions. Whatever you choose to do, the experience we endeavour to create is one of relaxed freedom which leaves you feeling refresh and revitalised.

Our Purpose

To create positive experiences in Britain’s amazing forests; connecting people, nature and the local environment. For all of us, this purpose is what gets us out of bed in the morning, it’s what we keep close to our hearts during a working day and it is behind all our actions. It sums up why we do what we do.

Our Values

Our values describe how we do things here at Forest Holidays. We live them, share them and recruit people who hold these values so that they are at the heart of everything we do. They are how we behave with each other, with our guests, suppliers, partners and everyone we come into contact with.

Be one team

Be one team

We believe passionately that teamwork brings the best results. We act as one team regardless of job role or location, share our experiences and work openly together to deliver against our business goals.

We care about team well-being, take a real interest in each others’ professional development and thrive in creating the best environment for all.

Own it!

Own it!

Commerciality is key to us and our teams are trusted and empowered to make the right decisions as if the business was their own.  We review the options, consult as needed, then take calculated risks based on combining facts with good judgement.

We recognise that making decisions as close to the customer as we can improves both efficiency, and the customer experience.

Deliver extraordinary experiences

Deliver extraordinary experiences

Our customers are our passion. We care genuinely about the quality of customers’ experiences through all stages of their journey.

We remain focused on their needs and consistently exceed their expectations with extraordinary responses. This sets us apart and means our customers return time and again, talk about us with infectious passion, and recommend us every time.

Reach for the treetops

Reach for the treetops

We believe in making excellence a habit - and we believe in ourselves. Striving to achieve stretched goals that make us best in class, is at our core. Problems are there to be solved and barriers removed through tenacity and creativity.

Every day we face up to reality, challenge the status quo, and encourage new suggestions, confident that every new winning idea will get us closer to the top.

Enjoy the here and now

Enjoy the here and now

We thrive on positive energy and believe that’s what delivers the best results. We focus on the here and now, learn from the past, and look to the long term.

We enjoy our work and strive to be best in class, providing fun and memorable moments to customers. We take great pride in delivering outstanding results – and each time we do, we take time to celebrate and live the moment.

Protect the forest today and tomorrow

Protect the forest today and tomorrow

We believe passionately in the power of the forest for the well-being of both people and nature. Our core focus is to protect this rich environment for future generations.

This practical challenge cannot be achieved without an income, so we help provide this to the Forestry Commission, empowering them to manage the nation’s woodlands to remain a valued public asset both today and in the future. Our relationship has been deeply embedded since the 1960’s, and forest guardianship remains central to Forest Holidays’ success over the long term.