From a family business with 65 years of history to a thriving East Yorkshire holiday destination, discover the people and personal touches behind Willow Pastures.
What does it take to turn an ambitious idea into a successful holiday destination? For the family behind Willow Pastures, it has been a journey of unexpected challenges, new opportunities and a determination to do things differently.
Located in East Yorkshire, Willow Pastures offers luxury lodges and a warm welcome that keeps guests returning. Yet behind its success is a family business built on values that have remained unchanged for generations.
From family roots to a new venture
Tony Cook established the family’s original business 65 years ago, initially working in farming and agricultural services.
Over the decades, the company expanded into fencing, landscaping and retail. Family members continued to play an active role in its development.
When the opportunity arose to use land they already owned, the family decided to explore a completely different industry.
Their vision was to offer something between a traditional seaside holiday and an expensive luxury lodge retreat. They wanted families to enjoy quality time together, with beautiful accommodation at a more accessible price.
However, opening shortly before the pandemic brought challenges nobody could have anticipated.
With around 50 empty plots and just three lodges on site, the family faced an uncertain beginning. As restrictions eased, demand for UK holidays increased and Willow Pastures began to find its place in the market.
The original section of the park eventually sold out, marking an important milestone for the business.
Growing with its guests
Rather than expanding simply for the sake of it, the team has continued to develop Willow Pastures around the needs of its visitors.
Guest feedback has played an important role, particularly in the introduction of Little Willows, a family-focused experience designed to complement the park’s peaceful atmosphere.
Instead of a traditional children’s club with scheduled entertainment, Little Willows encourages families to enjoy activities together whenever they choose.
Young visitors can follow trails, complete Explorer Passports and borrow items from the Borrow Shed, with no timetable to follow.
The idea is simple: children should feel included in the holiday experience without every aspect of the break revolving around organised activities.
Another recent addition is the Reyt Good Spa Retreat, developed in response to growing interest in wellness-focused holidays.
Taking inspiration from the hotel and spa industries, the concept builds on what guests already value about Willow Pastures, particularly its privacy, outdoor space and relaxed setting.
Both developments reflect a business that is willing to evolve while remaining true to its original vision.
The importance of a personal welcome
For Willow Pastures, hospitality extends far beyond providing somewhere comfortable to stay.
The team places considerable importance on building relationships, whether someone is visiting for the first time, returning for another holiday or investing in a holiday home.
It’s an approach that has helped create a loyal community, with some guests returning several times a year.
Small gestures are part of that experience. From complimentary dog biscuits to personalised touches and recommendations for local restaurants, the aim is to make every visitor feel valued.
The park’s East Yorkshire location also plays an important role in its identity.
Rather than treating the surrounding area as simply a backdrop, Willow Pastures actively encourages guests to discover local independent businesses, attractions and places to eat.
It’s a way of connecting visitors with the region while supporting the wider community.
A future built on the same values
Looking towards 2027, the family plans to build on the success of Little Willows and its additional spa facilities, with further ideas and potential developments being explored.
But growth comes with an important consideration: maintaining the personal atmosphere that guests have come to associate with Willow Pastures.
For the team, success isn’t measured simply by how much the park expands. It’s about whether each new addition genuinely improves the experience.
That philosophy is perhaps best reflected in the family’s attitude towards the time guests choose to spend with them.
A holiday is more than a booking. It’s time away from work, an opportunity to reconnect and a chance to make memories.
And while accommodation and facilities matter, the real ambition is for every guest to leave feeling their time was well spent.
