Awaze expands James Collection pilot to Yorkshire

Holiday rentals group Awaze is expanding its pilot programme of James Collection stores with the opening of a branch in Whitby, Yorkshire.

The group, owner of Hoseasons and James Villas, revealed last week that it was introducing a James Collection branch in Southwold in Suffolk.

The move into Yorkshire comes amid a “growing demand for more personal and experience-led UK stays”, with Whitby described as one of the top-performing destinations in Awaze’s portfolio. The town is in the top two for cottages.com over the past decade. 

Simon Altham, chief commercial officer at Awaze, said: “Whitby continues to appeal to UK holidaymakers with its unique mix of coastal heritage, independent shops and local events, making it a perfect destination to expand our managed service offering and deliver a more bespoke experience for owners and guests.”

Awaze said it already has 283 Whitby properties listed on cottages.com, with the tally being more than in any other UK town.