Head of Guest Experience

Shape the future of unforgettable stays. Lead experiences that truly matter. At Forge Holiday Group, we don’t just do holidays, we create unforgettable moments. With award-winning brands like Forest Holidays and Sykes Holiday Cottages, we’re 1,700+ people strong and powered by four values: One Business One Team, Keep it Simple, Grow & Learn, Sustainable Impact.

Following our initial recruitment round, we are pleased to re‑advertise this role and welcome applications from suitably qualified candidates.

Why This Role is Special:

• Transform Experiences: Lead the creation of unforgettable guest journeys across the UK’s premier short‑term let and nature‑based holiday brands. Every stay you shape leaves a lasting impression.
• Lead with Influence: Play a key role in defining and evolving the Forge Holiday Group House Model, setting the standard for excellence across all locations.
• Champion Culture: Be part of a values‑driven, people‑first business with sustainability and innovation at its heart.
• Inspire Creativity: Blend consistency with local character to design experiences guests love and remember.

About The Role

The Head of Guest Experience leads the in‑stay guest experience for Forest Holidays and shapes the group‑wide experience strategy across Forge Holiday Group, including Regional Brands and the wider Sykes business. Reporting to the Group COO, this is an operational leadership, hands‑on role, with direct management of five specialist managers and accountability for food & beverage, retail, activities and ecology. You will spend most of your time where it matters–on the ground. Leading teams, coaching, visiting locations, reviewing guest feedback and holding standards. Alongside that, you’ll drive continuous improvement, run cross‑functional workshops and evolve the in‑stay experience proposition.

Success requires visibility, operational discipline and the desire to deliver consistent, high‑quality experiences every day.

What You Need To Know:

• Salary: £65,000 to £80,000 per annum (depending on experience).
• Location: Regular travel across the UK and to HQ in Chester.
• Report To: Chief Operating Officer.

What You’ll Bring

• Senior leadership experience in multi‑site hospitality, leisure or holiday operations with hands‑on experience managing geographically dispersed teams.
• Proven ability to build, lead and develop strong operational teams, with a track record of delivering consistently high service standards.
• Experience in service design and proposition development, with clear evidence of commercial impact.
• Strong P&L ownership, with experience driving revenue and margin growth in competitive environments.
• Excellent stakeholder management and communication skills, able to work effectively across functions and with site‑based teams.
• Commercial confidence, with experience owning performance and outcomes.
• Experience leading multi‑disciplinary, customer‑facing functions.
• Deep understanding of guest insight, NPS and continuous improvement methodologies.
• Executive presence and credibility, able to influence across functions and brands.

It’s a big plus if you also bring:

• Previous experience in holiday parks, short‑term rentals, or cabin/lodge environments.
• Familiarity with ecology, conservation, or nature‑based tourism.
• Experience managing a multi‑brand portfolio.
• Background in digital or service innovation (e.g., apps, guest journeys, loyalty platforms).
• A project management qualification or certification.
• Experience working within franchise or partnership models.
• Engagement with industry benchmarks or professional bodies, such as the Institute of Hospitality or Customer Experience Excellence Centre – with willingness to represent Forge externally.

This role is for you if you are…

• Resilient, determined and comfortable driving change in complex environments.
• Commercially minded but deeply guest‑centric.
• Visible, hands‑on and comfortable holding teams to account.
• Influential without relying on hierarchy.
• Passionate about sustainability, nature and meaningful experiences.
• Equally confident talking strategy or rolling up your sleeves on site.

Forge Holiday Group Benefits:

• Annual STIP Company‑wide Bonus Scheme offering up to an additional 25% of your salary through our performance‑based bonus program.
• 33 days holiday (incl. bank hols) + extra days for long service.
• Your birthday off.
• 2 paid volunteering days.
• Enhanced Maternity and Paternity Leave – (24 weeks maternity, 3 weeks paternity at 100% pay).
• B Corp certified – we care about people & planet.
• Exclusive holiday discounts for you, friends, and family.
• Wellbeing perks, gym access at HQ, health cash plan.
• Hybrid working & on‑site parking.

We’re all about diversity, inclusion, and bringing your authentic self to work. Need adjustments for the recruitment process? Just ask.

Ready to lead experiences guests will never forget? If you’re a senior hospitality leader who thrives on operational excellence, loves building teams, and wants to shape experiences rooted in nature, sustainability and commercial impact, we’d love to hear from you. Apply now or share with someone who should be our next Head of Guest Experience.