HF Holidays, the award-winning walking and special interest holiday operator has appointed leading travel PR and marketing agency LOTUS to raise awareness of the British heritage brand through a communications campaign.

An award-winning walking and special interest holiday operator, it has appointed leading travel PR and marketing agency LOTUS to raise awareness of the British heritage brand through a communications campaign.

Following a strategy review and extensive media audit, conducted by LOTUS, the agency will implement an earned-media focused plan, supported with paid activity and partnerships to increase traditional and digital presence and drive acquisition. 

Offering over 260 thoughtfully curated guided and self-guided tours across six continents and run as a co-operative with 45,000 members, HF Holidays has a not-for-profit ethos and a strong focus on connecting like-minded people. Founded by the Victorian social reformer and pioneer of outdoor holidays, Thomas Arthur Leonard, who set up the Co-operative Holidays Association (CHA) and was heavily involved in the creation of the Youth Hostels Association (YHA) and the Ramblers' Association, he founded The Holiday Fellowship, which evolved into HF Holidays, in 1913. 

In 1998 HF Holidays set up the Pathways Fund, a vehicle to protect and conserve the countryside around the 16 country houses owned and operated by HF Holidays for the communities that live, work, and walk there – and to provide the opportunity for struggling families to have a holiday. Recently endorsed as a Which? Recommended Provider for Escorted Tours for the fourth year running and Best for Walking Tours for 2023, HF Holidays is well placed to appeal to today's consumers mindful of sustainability, their health and wellbeing.

With the core values of connecting like-minded people through a love of the outdoors and championing fun, fellowship, fresh air, friendship, and the feelgood factor, the brand, in its 110th year, has never felt so relevant. Full-board at country houses comes as standard with all transport to and from all walks and the services of an experienced HF Holidays Leader ensuring value for money and also meaning no hidden surprises which is important in this current climate.

LOTUS' work will centre around amplifying these core brand values to a curated media set that is designed to support the growth of new customer bases whilst consolidating and engendering loyalty from existing guests.

Rachel Ashburner Head of Commercial and Product Development HF Holidays, said: “HF Holidays is a unique British heritage brand that equally feels very of the moment. Working with LOTUS on a communications plan to take the brand to media and ultimately new audiences marks an exciting time for us.”

CEO at LOTUS, Jules Ugo, said: “We're thrilled to be working with HF Holidays. As domestic and outdoor breaks continue to trend and consumers want to holiday with purpose-driven companies with a deep-rooted heritage, this is the perfect time to be telling the HF Holidays story to a new audience.”