We have earmarked £20 million this year to ensure our guests continue to enjoy quality standards "unparalleled" throughout Europe.
The decision follows a similarly large investment last year on new leisure facilities, and the accelerating rise in in 2020 of families shunning overseas holidays.
Especially significant this year is the increase in sales of holiday lodges and caravans, pointing to a long-term commitment by many to stays in this country.
This year's £20m spend will see more of its parks' swimming pools replaced with bigger, more sophisticated developments for families to enjoy.
Park clubhouses will also continue to be upgraded with bright new family bars and restaurants, along with the latest entertainment technology for staging live shows.
Park Holidays UK is also one of the first major groups to provide great value camping pods for couples and families, and this staying option will also be extended in 2020.
At the same time, guests and holiday home buyers will be given an even wider choice of top grade accommodation across 30-plus parks in southern England.
Now being commissioned are more than 200 new gold standard holiday homes, and new extra-wide luxury lodges set in separate park developments.
We are creating a new generation of parks which will deliver a quality experience unmatched by alternative park holiday providers in this country or abroad.
But despite the scale of the group's investment, holiday prices and the cost of owning a holiday home will continue to be both affordable and competitive meaning that families will not have to stretch their holiday budgets
in order to enjoy superior accommodation and leisure facilities.
The impact of previous investments is evidenced by its parks receiving this year the highest possible rating from a leading independent reviews website.
It has resulted in the company now becoming the holder of the 2020 Feefo Platinum Trusted Service Award, based on the number of glowing reviews posted by park guests.