Purpose Over Profit: A Founder’s Message That Sets Lovat Parks Apart

When it comes to creating spaces for relaxation, belonging, and connection with nature, Lovat Parks has always stood for more than just holidays. In the 2025 Positive Impact Report, founder Raoul Fraser delivers a heartfelt message that captures what makes Lovat truly different — a commitment to people, planet, and purpose.

Grounded in Today’s Reality

Raoul opens his statement with empathy for the challenges that many families and individuals face today. With the cost of living and mortgage rates continuing to rise, he acknowledges the pressures that make holidays and home ownership harder to reach.

Yet, this is where Lovat’s purpose shines through. “We’re proud to enable value holidays and holiday homes in some of the most beautiful parks in the United Kingdom,” Raoul writes. It’s a reminder that affordable, high-quality escapes can — and should — be accessible without compromising on care for the environment or community.

Raising Standards in the Industry

Raoul doesn’t shy away from addressing issues within the wider holiday and leisure sector. He notes that “a small minority of competitors unfortunately do not put their customers first,” a statement that underscores Lovat’s intention to lead by example. Rather than chasing profit at any cost, Lovat Parks has chosen to pursue a higher standard — one defined by integrity, transparency, and customer trust. The company’s B Corp certification is a proud badge of that philosophy.

As Raoul puts it, “We believe that business can be a force for good and that profits should not be the sole aim.” In other words, success is measured not just by financial results, but by the positive impact Lovat has on people and the planet.

A Business Built on Trust

One of the most inspiring aspects of the Founder’s Statement is Raoul’s humility. “While we don’t always get it 100% right, we are very focused on it,” he admits. “We do not take lightly the trust that our customers put in us by choosing us as their holiday destination.”

That honesty reflects a company culture rooted in learning and improvement — not perfection. It’s this mindset that has helped Lovat Parks earn glowing customer reviews and continued loyalty across all its UK parks.

Growing the Brand with Purpose

The founder also celebrates an exciting development: Lovat’s new partnership with ITV Studios. This collaboration has introduced the brand to a national audience, raising awareness of what sustainable and community-minded holidaying can look like.

But this isn’t just about publicity — it’s about sharing a story. A story of how holidays can still feel authentic, rooted in nature, and guided by principles of responsibility and respect.

Powered by People

Raoul closes his message with heartfelt gratitude: “My sincere thanks to all of the Lovat team for their hard work and commitment to B Corp.”

It’s a reminder that purpose-led change doesn’t come from policies or certifications alone, it’s driven by people. Every park manager, maintenance worker, hospitality host, and support team member contributes to the company’s larger mission of doing business differently.

Looking Ahead: Purpose in Action

The Founder’s Statement isn’t just a reflection — it’s a roadmap. It signals that Lovat Parks will continue to evolve, grow responsibly, and put its customers and communities first.

In a time when “sustainability” is often used as a buzzword, Raoul Fraser’s message brings the concept back to its roots: doing the right thing, consistently and transparently.

At its heart, the statement captures the essence of Lovat Parks’ purpose: To make holidays that matter for people, for places, and for the planet.

To read the full Positive Impact Report 2025, visit Lovat Parks.