Awaze brings premium holiday stays to Southwold high street as demand for UK coastal breaks grows
Awaze, Europe’s largest holiday rentals group and owner of cottages.com and James Villas, is strengthening its roots in Suffolk, with the launch of a new premium James Collection brand store to Southwold high street.
The James Collection high street store will bring Awaze’s professionally managed service offering to Suffolk for the first time, with full support across bookings, guest communications and property care – giving owners greater peace of mind while helping them deliver a more seamless and elevated holiday letting experience.
Owners can access local teams who understand the market, guest profile and what makes destinations like Southwold distinctive – from premium coastal escapes and family breaks to dog-friendly stays, restaurants, independent shops and hidden gems.
The new store is part of a pilot program by James Collection which brings together Awaze’s portfolio of high-quality villas, cottages and lodges. The pilot responds to a growing demand for more personal and experience-led UK stays, while helping holiday homeowners access more tailored local support and expertise.
As one of the UK’s most sought-after seaside towns, Southwold’s hospitality scene, local character and strong appeal with guests looking for high-quality stays make it a strong location for the initiative.
The new high street store will cater to growing demand for guests who are increasingly looking for stays that feel personal, well-curated and rooted in the destination as well as owners who are seeking expert support that goes beyond a digital platform.
The pilot will strengthen Awaze’s workforce in Suffolk where it employs over 280 people in Lowestoft, as well as its wider network across East Anglia, supporting local businesses including cleaners, tradespeople and hospitality providers through its managed service offering.
By helping guests discover more of the area beyond their accommodation, it’s also backing the wider visitor economy in Southwold and will boost local hospitality, retail and leisure businesses.
Awaze already has a strong presence across East Anglia, with more than 3,400 properties across Suffolk and Norfolk and thousands of holidaymakers visiting the region each year through its brands.
The Southwold pilot builds on Awaze’s established footprint while deepening relationships with premium owners and attracting more high-quality properties to its portfolio. Awaze already has almost 400 properties across Suffolk and South Norfolk under its cottages.com brand, with 93% of homes rated four or five stars.
Simon Altham, Chief Commercial Officer at Awaze commented:
“We’re seeing growing demand for more premium and experience-led holidays in the UK, with people increasingly seeking high-quality stays that feel personal and rooted in the destination.
By bringing our managed service to Southwold for the first time, we’re able to offer owners more hands-on local support and provide a more bespoke service before, during and after each guest stay.
This pilot represents more than just holiday lettings. Through James Collection, we’re combining technology, local expertise and in-person service to create a more meaningful experience for owners, guests and the wider destination.”