Butlin's Reinvents Itself with Adult-Only Weekenders
For generations, Butlin's has been the quintessential destination for affordable, family-oriented seaside holidays. However, in recent years, the iconic brand has undergone a quiet yet significant transformation. On select weekends throughout the year, typically during off-peak periods, its three UK parks in Bognor Regis, Minehead, and Skegness become entirely child-free zones.
These adult-only weekend packages effectively turn the resorts into playgrounds for grown-ups, offering a 48-hour escape where guests can rediscover their inner child. The shift represents a strategic move to diversify Butlin's appeal beyond its traditional market.
The Evolution from Mighty Hoopla to Don't Tell Mama
One journalist has attended the Bognor Regis resort annually since the inception of Mighty Hoopla's Big Weekender, describing each visit as "pure joy." The experience typically involves moving between stages to watch performances from major pop stars of their youth, including Sophie Ellis-Bextor, Mel C, and B*Witched.
When Mighty Hoopla announced its relocation to the more luxurious and expensive Malta last year, it left a noticeable void. This gap was filled by Don't Tell Mama, a brand-new LGBTQ+ weekender that took over the January slot at the Bognor resort this year.
Initially, there was skepticism about Don't Tell Mama, with some dismissing it as a mere imitation of Hoopla. After all, Hoopla has grown into one of London's largest festivals, with headliners like Lily Allen and Scissor Sisters scheduled for this summer.
Even David Hill, the promoter of Don't Tell Mama and a co-founder of Brighton Pride CIC, acknowledges the comparison. He openly admits to studying Hoopla's operations in detail during a 2024 visit to Butlin's, aiming to understand their successful formula.
A Camp and Nostalgic Celebration
Any initial doubts were quickly dispelled during the event. One attendee described standing at the barrier, screaming along to an astonishing Lady Gaga tribute act by Donna Marie, claiming only Gaga herself could outperform it. This performance served as the perfect finale to a phenomenally camp three-day event.
The weekend was packed with nostalgia-fueled performances from 1990s and 2000s stars, including Claire Richards from Steps, The Wanted 2.0, and The Vengaboys. However, the success of the weekend extended beyond the cheesy pop music.
The atmosphere was electric from the start, with guests watching The Traitors finale on a big screen, shouting as if at a football match. Attendees were universally friendly, giddy with excitement, and determined to relive their youth. The welcoming environment even inspired one guest to perform Lady Marmalade onstage at karaoke to a 100-strong, glitter-clad crowd.
Arcades, Games, and a Major Investment
Fun was accessible everywhere across the site. Arcades dotted the resort, featuring dance mats and giant versions of childhood games like Hungry Hippos and Bop It! One guest reported winning an alarming number of tokens on the latter.
The Bognor resort has benefited from significant investment in recent years, including futuristic arcade games. However, the real highlight is Butlin's new PLAYXPERIENCE centre, which opened in late 2024 following a £15 million investment.
This two-storey space houses nine state-of-the-art attractions, ranging from escape rooms to Digi Darts. Guests tried TechPutt, a crazy golf experience where sensors automatically track scores, featuring over-the-top Vegas-themed holes and quiz questions answered by rolling the ball.
The VRCade offered a room packed with virtual-reality racing games, shootouts, and simulators. Over an hour, attendees battled zombies, flew through space, and skied down mountains, laughing hysterically—though multiple roller coaster simulations after a night of vodka and cokes left some slightly nauseous.
Recovery, Dining, and Accommodation
The onsite water park provided gentle recovery time, with guests floating on flamingo-shaped lilos, soaking in the hot tub, and enjoying the rapids. The food offerings were another pleasant surprise.
Upgrading to a dining package proved worthwhile, with generous breakfast and dinner buffets serving global cuisines, including a live cooking station. Beyond sausages and pancakes at breakfast, attendees enjoyed an excellent burger at a bottomless brunch hosted by drag queens Mahatma Khandi and Ella V Ryde.
Cocktails flowed freely during a chaotic bingo game, culminating in an impressively long conga line around the restaurant. For rest, a two-bedroom suite on the top floor of the Wave Hotel offered a sanctuary, complete with a spacious lounge for pre-drinks and a wraparound balcony with sweeping sea views—a perfect contrast to the chaos below.
Future Plans and Returning Guests
Don't Tell Mama has already announced its return next year, with headliners including Jo O'Meara from S Club 7, Strictly star La Voix, and Freemasons. David Hill insists more huge acts will be added throughout the year, with Grace Jones, Olly Alexander, and Mel C at the top of his wish list.
Regardless of the lineup, many attendees, including the journalist and their friends, have committed to returning. The Don't Tell Mama LGBTQ+ Weekender at Bognor Regis is part of several adult-only breaks at Butlin's, with prices starting from around £114 per person based on four sharing a two-bedroom Comfort Room, or £438 per person for a two-bedroom Wave Hotel Room. Prices include access to live music venues and activities, while dining packages start from £25.95 per adult per day.
