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17/08/2005 | 16:15
Butlins, the holiday camp operator famed for its red coats and cabaret-style entertainment, has opened its first holiday complex.
The Shoreline Hotel cost £10 million to develop and is located in Bognor Regis.
Its new facilities are a far cry from the original camp accommodation and include full-length windows, air conditioning and flat screen TVs.
John Dunford, a director of Bourne Leisure that owns Butlins, said that the company had responded to popular demand and would also be looking to appeal to new customers.
"When we did the research for the hotel we spoke to existing guests and they wanted a place where they could feel special, with a little bit of luxury - that led us to the hotel," he told the 'Today' programme.
Prices start at £79 for a family of four and similar hotels are also planned for Minehead in Devon and in Skegness.
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