Awaze brings premium holiday stays to Whitby 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 expanding its premium managed holiday offering in Yorkshire, with the launch of a new premium James Collection brand store to Whitby high street.
The James Collection high street store will give owners access to local teams who understand the market, guest profile and what makes destinations like Whitby 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 that responds to a growing demand for more personal and experience-led UK stays, while helping holiday homeowners access more tailored local support and expertise.
Whitby is one of the strongest performing destinations under Awaze’s UK portfolio, ranking among the top two booking towns for cottages.com in the past decade. The seaside town continues to grow in popularity, with bookings up 12% in 2025 compared with 2022, driven by its seaside charm, culinary scene and local character.
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 support a wider network of local businesses, including cleaners, tradespeople and hospitality providers, through Awaze’s managed service offering.
By helping guests discover more of the area beyond their accommodation, it’s also backing the wider visitor economy in Whitby and will boost local hospitality, retail and leisure businesses.
Awaze already has a strong footprint in Whitby, with 283 properties listed on cottages.com, the largest portfolio of any UK town. The pilot will help Awaze deepen relationships with premium owners and attract more high-quality properties to its portfolio, with 85% of existing properties rated four or five stars and 17% classified as luxury accommodation.
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.
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.
This is about 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.”