Butlin’s has secured a prestigious World Travel Market Global Award in recognition of its landmark 75th anniversary as an iconic British brand.

Reed Travel Exhibitions Chairman World Travel Market Fiona Jeffery presented the award to Allan Lambert, Head of Sales, Bourne Leisure which owns Butlin’s, at today’s (Monday 7 November) WTM VIP Opening & Reception Ceremony.

WTM’s Global Media Network, comprising of key travel industry media around the world, put forward organisations and individuals which have contributed to their region’s travel and tourism industry. Butlin’s was nominated by Travel Weekly UK. Its Editor-in-Chief, Lucy Huxley, jointly presented the award with Jeffery.

Founded by Sir Billy Butlin 75 years ago to provide affordable holidays to families, the company has continued to evolve and innovate. The company now has three inclusive resorts across the UK in Minehead, Bognor Regis and Skegness where it offers a variety of product. Included on its resorts are hotels and spas, while its arena concerts regularly attract audiences of more then 7,000 to see stars and groups including Busted and the Sugababes. Following Bourne Leisure’s acquisition of Butlin’s in 2000, capital investment of £116 million between 2003 and 2010 led to a £66 million upgrade of all accommodation while a further £50 million was spent on restaurants and other facilities. A further £34 million will be spent on a third hotel and concept family restaurant.

Jeffery said: “As Butlin’s celebrates its landmark 75th anniversary, we are happy to celebrate the success of a truly British phenomenon. Butlin’s offers a lesson for any business in the tourism industry wanting to learn how to stay relevant and loved in an ever-changing market.”

Every year, World Travel Market Global Awards are presented. The other 2011 winners are: Italy’s Chapter of the Green Meeting Industry Council, The Travel Corporation Canada, the Renaissance Moscow Hotel, the Middle East’s WILD Guanabana, India-based The Lalit Group, Porto Bay Hotels & Resorts, Spain’s RENFE, Sao Paulo Turismo and the Sandals Foundation.