Awaze launches ‘James of Dartmouth’ on the high street as demand for staycations accelerates in the UK

Awaze, Europe’s largest holiday rentals group and owner of cottages.com, Hoseasons and James Villas, is opening a new high street location in Dartmouth, bringing dedicated, on-the-ground support to homeowners and guests in South Devon.

“James of Dartmouth”, part of the “James Villas” brands, builds on Awaze’s high street pilots in Southwold and Whitby, where owners and guests have valued having a dedicated team based locally. Awaze has more than 350 properties across Southwold and Whitby, with around 395 available within the Dartmouth area. The new store expands Awaze’s presence in Dartmouth, creating three new local roles and a permanent base, backed by the technology, marketing and guest reach of Awaze’s established holiday brands.

For holidaymakers, the new team will provide tailored, locally informed support before and during their stay, while homeowners will benefit from experts who understand their property and market, as well as a dedicated team to support them across bookings, communications and property care. The team will also support local events and build relationships with local businesses, service providers and independent restaurants, giving visitors trusted recommendations and helping them experience more of what makes Dartmouth a special destination, while supporting the wider local economy.

The Dartmouth opening marks the introduction of a new destination-led identity for Awaze’s growing network of local teams. James Collection remains Awaze’s curated portfolio of exceptional holiday homes in the UK, while the ‘James of’ stores represent its local teams and high street presence, supporting a broader range of properties in each area.

Dartmouth was selected for its thriving visitor economy, strong holiday home market and distinctive local character, as Awaze responds to growing demand for more personal, locally informed UK stays.

Simon Altham, Chief Commercial Officer at Awaze, said: “Demand for staycations continues to grow, and people increasingly want a friendly face in the destination. People want to maximise their holiday experience, and there is nothing better than local knowledge to help achieve this.

“James of Dartmouth offers both owners and holidaymakers expertise and personalised support from people who not only understand the local market but are on the ground where they need them. It means we can now work even more closely with local businesses and communities and give visitors and homeowners an even better experience. At a time when people are wanting more options closer to home, and where local communities are looking for ways to rejuvenate the high street, we’re incredibly excited to put down roots in Dartmouth.”

Laura Campbell, South West Regional Representative for the Tourism Management Institute, said: “Dartmouth has so much to offer visitors with tourism playing a really important part in keeping our town and its businesses thriving. Having a team based here in Dartmouth, who can share genuine local knowledge and connect visitors with our shops, restaurants, attractions and experiences is a real positive. I’m delighted to see this investment in Dartmouth along with new jobs and hope it will encourage even more visitors to explore the town and support local businesses.”

James of Dartmouth opens at 24 Duke Street, Dartmouth, TQ6 9PZ, on 6^th October. Holiday homeowners and customers interested in finding out more can visit the new store, speak to the local team.

About Awaze: Awaze is Europe’s largest provider of holiday rentals, bringing together much-loved and long-established brands including cottages.com, Hoseasons, NOVASOL, James Villas and Ardennes Etapes. Across more than 105,000 holiday properties in 20 countries, Awaze welcomes more than six million holidaymakers each year. More than 90% of its properties are exclusive to Awaze and are professionally managed by local teams on the ground.