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Evergreen Escapes Group has appointed Geoff Cowley as chief executive, as the holiday lodge operator enters a new phase of growth and expansion.
Cowley joins the business in January 2026 and will lead the group as it continues to build out its portfolio, with renovations under way at its first acquisition, The Manor and Ashbury, and several new lodge parks expected to join the group in the coming weeks.
Cowley brings more than 30 years’ experience in the holiday and leisure sector, with a background spanning holiday rentals, park operations and digital travel businesses.
He was previously chief executive of Awaze UK, where he spent almost a decade leading the business and overseeing the growth of a portfolio of holiday brands serving more than three million customers a year.
His earlier roles also include managing director positions at Holiday Cottages Group and Vacation Rentals Group UK, and chief operating officer at Group RCI UK.
He also previously held senior leadership roles at Country Holidays, later Specialist Holiday Group, where he progressed through a series of commercial, technology and operations positions as the business expanded and was ultimately sold to Thomson Travel Group, now Tui, and later to Cendant.
The group is currently progressing refurbishment works at The Manor and Ashbury, its first acquisition, and is preparing to add a number of additional lodge parks to the portfolio as part of its growth strategy.
According to Evergreen Escapes Group, Cowley’s appointment comes at a pivotal point for the business as it seeks to scale its operations and develop a “high-performing” portfolio of holiday destinations.
