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Maidstone-based James Villa Holidays parent company rebrands as Awaze

By Chris Britcher

The parent company of a leading holiday firm based in the county has undergone a corporate rebranding.

James Villa Holidays has its headquarters in Maidstone and is part of the same group which also owns Hoseasons, Novasol, cottages.com and Landal GreenParks.

Previously known as European Vacation Rentals, the popular brands' parent company has now renamed itself Awaze.

James Villa Holidays is now part of the rebranded Awaze group
James Villa Holidays is now part of the rebranded Awaze group

It is Europe's largest self-catering accommodation provider with gross revenues in excess of £1.5billion.

The individual brands will retain their identities going forward.

Speaking at leading travel show ITB Berlin, Awaze chief executive Henrik Kjellberg, said: “The Awaze portfolio includes some fantastic brands, but the creation of a new corporate identity and leadership team will enable us to share learnings, develop group-wide technological solutions and accelerate the pace at which we grow. The market for self-catering breaks is strong and we are incredibly well placed to take advantage of that demand.”

Awaze is the biggest provider of self-catering accommodation in Europe
Awaze is the biggest provider of self-catering accommodation in Europe

A spokesperson for James Villa Holidays said: "This is an exciting development for the business. We remain committed to providing everyday amazing experiences to our owners, partners, guests and employees and are proud to be part of Awaze."

The brands included in the Awaze portfolio were previously owned by Wyndham Worldwide before being sold to Platinum Equity in May 2018.

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