Family Business Positions For National Expansion

Experiential accommodation specialist Celebration Cottages has appointed strategic brand agency SingleThread, to help cement the family business as the definitive leader in its sector.

SingleThread – based in Huddersfield, West Yorkshire – has been commissioned to manage a market positioning project complete with rebrand and fresh website, which will be unveiled in the final quarter of 2025.

Founded 15 years ago by the Faye family, Celebration Cottages – also headquartered in Huddersfield – has grown from a single property business, to one managing over 65 premium celebration venues across the UK. Specialising in hen parties, milestone occasions, and corporate events, the company typically delivers over 30 celebrations every weekend, with full booking calendars extending 2.5 years in advance.

The goal now is to leverage the firm’s rich expertise in the sector, while demand in the market continues to rise.

Faye Ackroyd, owner of Celebration Cottages explains:

"We're at a pivotal moment, as a society, we value our time more than ever, so demand for experiences has grown phenomenally. But that doesn’t mean these experiences should be commoditised. The details matter, especially when we’re talking high-stakes, no-second-chances celebrations."

“To leverage this opportunity, and further our national expansion, it’s crucial that we showcase what we've spent 15 years perfecting. We don't just provide accommodation – we've designed entire properties around the celebration experience.”

Unlike many holiday lettings businesses who adapt generic venues for special requests, Celebration Cottages works directly with property owners to design spaces specifically for memorable group celebrations.

“From interior aesthetics and optimised layouts, to activities curated to perfectly match guests’ requirements, we know what will make not only the property, but the whole getaway, something people will never forget,” Faye added. “Our goal is to lead the UK market, but our brand is the cornerstone of this strategy. That’s why we have commissioned this project.”

Marcus Morgan-Etty, co-founder of SingleThread, elaborated on the timeliness of this opportunity:

“The celebration accommodation sector faces significant change, with Airbnb having recently launched its new activities marketplace, for example, and regulatory developments enabling mass-market competition."

“While some organisations would see challenges, the family-run Celebration Cottages team sees huge potential. But now is the time for them to stand out and own the space they’ve worked so hard to lead in."

"They have what can't be replicated – 15 years of expertise, proven supplier relationships, and properties purpose-built for celebrations. As the market gets crowded, their heritage becomes their competitive moat."

Having mostly worked with tech companies and serial entrepreneurs in these early years of Single Thread’s project portfolio, this is not the agency founders’ first foray into the experience economy.

“Both myself and my co-director Andrew have spent decades working within or alongside a wide range of hospitality, tourism and cultural environments,” added Marcus.

“From breweries and eateries, to entire community movements, we’re seeing a wave of demand from experiential businesses where authentic values combined with premium positioning will accelerate their commercial success.”