Our Story
Uncover the history of Searles Leisure Resort
Searles Leisure Resort has remained proudly independent and family run for over 85 years, offering generations of holidaymakers a warm Norfolk welcome on the beautiful coast of Hunstanton. What began as a small family venture has grown into one of the region’s most loved seaside resorts, built on the same values of hospitality, community, and family fun that have guided the Searle family since the very beginning.
Seaside holidays on the North West Norfolk coast since 1954!
The story begins in 1910, when William and Alice Searle opened a successful boarding house in Hunstanton. Their warm hospitality and excellent food kept guests returning year after year. By 1929, their son Geoffrey had inherited their love for tourism and the Norfolk coast, offering pleasure boat trips on The Wash and donkey rides on Hunstanton beach. After the war, Geoffrey began renting caravan pitches on a small field once used for his donkeys — famously charging just a bag of potatoes in return!
Searles Leisure Resort as we know it today began in 1954, when the company became a limited business (LTD) following the Great North Sea Floods. The disaster, which caused widespread damage along the East Coast, marked a turning point for the Searle family. Determined to rebuild stronger than ever, they formalised the business and began shaping it into the much-loved seaside holiday park that continues to welcome families to this day.
The next generation continue a legacy of seaside holidays
Geoffrey Searle and his wife Margaret raised a large family of two sons and three daughters, all of whom would play a part in continuing the family business and preserving Geoffrey’s legacy. In 1966, their eldest son Richard joined the park as General Manager and, shortly after marrying his wife Linda, became a Director under the watchful guidance of his father.
Geoffrey’s youngest son, William, inherited his father’s love of the sea and carries on the family tradition through Searles Sea Tours along the Hunstanton coastline. With his distinctive amphibious vessels, known as ‘The Wash Monsters’, William; fondly known as Captain Willie, continues to offer seal safaris and coastal tours, sharing the joy of the Norfolk coast with generations of visitors.
In 1984 Richard would take over as Managing Director of Searles Leisure Resort, further shaping the direction of the resort for future generations to enjoy.
Putting the Great British seaside holiday on the map
Following his appointment as Managing Director, Richard approaches a local retired shopkeeper known as “Mr Hunstanton” to bring children’s entertainment to the resort. In 1986 Richard becomes the Mayor of Hunstanton, and tourism in the area booms. In the following years Richard expands the resort adding more static caravan and camping pitches, as well as an indoor swimming pool complex for year round enjoyment.
In 1995 Sidney the Sealion becomes the resort mascot. The same year Richard becomes the National Chairman of the BH&HPA. In 1998 Sidney gains two companions Leo the Lion and Cherry the Chipmunk completing the beloved Searles SuperSquad.
By the turn of the Millennium the third generation of Searle’s are making their mark on the business with the introduction of a new Golf and Country Club. The following year Richard’s dedication and expertise in the holiday park industry was recognised when he was awarded an MBE by Her Majesty the Queen for his services to the sector.
Making North West Norfolk a must visit destination
In 2006 Richard’s eldest son; Paul, takes over the reins as Managing Director. In 2007 a nearby disused farm and 16th century manor house is acquired by the Searles Leisure Group which after many years of thoughtful renovation will open it’s doors as Heacham Manor Hotel in 2009.
In 2010 Richard presented with the Outstanding Contribution Award by the Norfolk Tourism Awards for his services to the Norfolk tourism industry. Richard sadly passed away the following year. To honour his contributions to Hunstanton the Hunstanton and District Roundtable construct a memorial in his honour at “The Spinney”.
In 2012 Paul together with Brian Hallard, purchased the Princess Theatre in Hunstanton after seeing the much-loved venue fall into disuse. Driven by a deep passion for the local community and a desire to preserve the town’s heritage. Today, the Princess Theatre once again stands as a vibrant cultural hub for residents and visitors alike.
Multi-award winning holidays on the Norfolk coast
As we move towards the modern day Searles Leisure Resort has become a much celebrated seaside holiday destination. Generations of families have stayed at the resort and continue to do so.
From 2016 onwards, Searles Leisure Resort has continued to earn recognition for its excellence in British tourism. In 2016, the resort was named Best Holiday Park at the Norfolk Tourism Awards, and the following year, Paul Searle followed in his father’s footsteps by becoming National Chairman of the BH&HPA. Success continued in 2018 with two major accolades — Holiday Park/Village of the Year at the Norfolk and Suffolk Tourism Awards and Holiday Centre of the Year at the Caravan and Camping Awards. In 2020, Searles was again honoured as Camping, Glamping and Holiday Park of the Year, while Paul received the Outstanding Contribution Award for his services to the Norfolk tourism industry.
The modern era of seaside holidays
Committed to the continual growth and development of the resort, facilities continue to be added, expanded and improved. In 2017 a brand-new indoor splash play pool is constructed, to bring year round enjoyment to younger guests. In 2019 the indoor swimming pool is given a modern makeover to improve guests enjoyment of the facility.
In 2020, the COVID-19 pandemic closed tourism in Hunstanton for the first time since World War II. During this challenging period, the Searle family and their team showed great resilience, preparing the resort to safely welcome guests back and continue their long tradition of warm hospitality.
As the resort begin to return to normalcy guests could enjoy a new land train service and improved outdoor swimming area with thrilling new slide. By 2024 Searles Leisure Resort was celebrating 70-years of “creating happiness for all ages”, the occasion marked with a year of celebration. With assistance from the Hunstanton Heritage Centre a timeline wall celebrating the history of the resort and local town was installed for guests to enjoy.
