Our values

We believe passionately in the power of the forest for the wellbeing of both people and nature. Our core focus is to enhance this rich environment for future generations.

This practical challenge cannot be achieved without an income, so we help provide this to Forestry England, Forestry and Land Scotland, and Natural Resources Wales empowering them to manage the nation’s woodlands to remain a valued public asset both today and in the future. Our relationship has been deeply embedded since the 1960s, and forest guardianship remains central to Forest Holidays’ success over the long term.

We believe passionately that teamwork brings the best results. We act as one team regardless of job role or location, share our experiences and work openly together to deliver against our business goals.

We care about team wellbeing, take a real interest in each others’ professional development and thrive in creating the best environment for all.

Commerciality is key to us and our teams are trusted and empowered to make the right decisions as if the business was their own. We review the options, consult as needed, then take calculated risks based on combining facts with good judgement.

We recognise that making decisions as close to the customer as we can improves both efficiency, and the customer experience.

Our customers are our passion. We care genuinely about the quality of customers’ experiences through all stages of their journey.

We remain focused on their needs and consistently exceed their expectations with extraordinary responses. This sets us apart and means our customers return time and again, talk about us with infectious passion, and recommend us every time.

We believe in making excellence a habit – and we believe in ourselves. Striving to achieve stretched goals that make us best in class, is at our core. Problems are there to be solved and barriers removed through tenacity and creativity.

Every day we face up to reality, challenge the status quo, and encourage new suggestions, confident that every new winning idea will get us closer to the top.

We thrive on positive energy and believe that’s what delivers the best results. We focus on the here and now, learn from the past, and look to the long term.

We enjoy our work and strive to be best in class, providing fun and memorable moments to customers. We take great pride in delivering outstanding results – and each time we do, we take time to celebrate and live the moment.