Butlin’s has announced it will embark on a £150m investment programme this year to upgrade its parks at Bognor Regis, Minehead and Skegness as part of its 90th anniversary celebrations, with plans also in the pipeline to add a fourth site to the brand’s UK estate.

Butlin’s has announced plans to spend £150m over the next five years upgrading its existing park estate, with plans also afoot to add a fourth resort in the north west of the UK.

The investment programme is timed to mark the 90th anniversary of the heritage holiday park brand, and is set to vastly improve facilities at Bognor Regis, Minehead and Skegness.

“With Butlin’s turning 90 next year, we are immensely proud of the role we’ve played in so many seaside towns around the country, entertaining generations of guests,” a spokesperson told The Mirror. “Our priority today is investing in our existing three resorts.”

“We’ve identified the North West of England where we don’t have a resort as the near-term opportunity for our continued growth.”

The investment will focus on upgrading accommodation and opening “state of the art facilities” at the three parks, and comes just months after Butlin’s spent almost £17m on entertainment at Bognor Regis, including the 3,000 sq ft Soft Play and Puppet Theatre, which cost £1.8m, and the £15m PlayExperience indoor activity centre.

Last year, the company also invested £23m in enhancing guest facilities at Butlin’s Minehead, such as the £2.5m SkyPark attraction, designed to replicate the success of the SkyPark at Skegness, which opened the prior year following a similar investment.

“As the home of entertainment, we offer fun for the whole family, with so much included in the price,” said commercial and marketing director Simon Cope.