The brand, which is more associated with the British countryside and boating trips, has bought properties in a number of cities, including London and Edinburgh, and aims to target parents with young families and couples in search of privacy.
A campaign to promote the additional offerings, entitled 'Sex and the city', will roll out online and through traditional brochure mailings via travel-agent partners.
The work takes a slightly risque theme; the brochure uses the phrases 'Wow amazing', 'Ooh privacy' and 'Mmm flexible'. It also features the line 'With our multi-room apartments, once the children have stopped playing and gone to sleep in their own bedroom, you can shut the door on them and start playing yourselves.'
The shift in direction is the brainchild of chief executive, and former MyTravel marketing director, Richard Carrick, who joined Hoseasons in 2003 as part of a management buy-out.
Carrick believes that the current economic problems may benefit the UK tourism sector, with consumers choosing to holiday in the UK. 'People still want to go on holiday, but they are likely to take short breaks closer to home, and as and when they can afford it,' he said, adding that Hoseasons' turnover is up year on year by more than 5%.
Hoseasons offers 12,000 holiday locations across the UK, Ireland and France.
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