HF Holidays

Walking Holidays and Activity Travel Serviceshfholidays.co.uk

HF Holidays is a member-owned UK co-operative founded in 1913 that sells guided and self-guided walking holidays across 50+ countries, supported by 16 owned country houses, 650 trained leaders, and a 40,000-plus member base of individual travelers, families, and private groups.

Company typePrivate
Founded1913
HeadquartersBorehamwood, United Kingdom
Headcount251–500
GTM typeB2C
OfferingServices

What HF Holidays does

HF Holidays is Britain's only walking holiday co-operative, founded in 1913 and structured as a member-owned enterprise (HF Holidays Limited, registered in England, headquartered in Borehamwood). It serves active outdoor enthusiasts, families, solo travelers, and private/corporate groups with a portfolio of guided and self-guided walking holidays across the UK, Europe, Asia, Africa & Middle East, Australasia, and the Americas, covering 50+ countries. The core product is graded guided walking (grades 1-5) led by approximately 650 trained leaders, supplemented by self-guided walking with proprietary Discovery Points, special-interest breaks (cycling, photography, bridge, music, art, birdwatching, mind & body), family adventures with kids under 11 free, gentle walking holidays, rail adventures, cruise-and-walk itineraries, and challenge walks.

The company operates 16 owned country houses in UK national parks (Brecon Beacons, Lake District, Peak District, Yorkshire Dales, Scottish Highlands, etc.), all 4-star rated, generating revenue primarily through per-person holiday package sales (e.g., 3-night guided from £519pp; 7-night Shropshire Hills from £949-£1,689pp) plus room upgrades (Premium from £20pppn, Superior from £25pppn, Choose Your Room at £30). Revenue is supplemented by co-operative membership shares (£100-£3,000 tiers), exclusive country-house hire for groups of 31-100 guests, and a £50 Recommend-a-Friend referral credit scheme. Distribution is direct-to-consumer via an owned e-commerce booking platform, phone sales, email reservations, a dedicated groups team, and selective travel-agent channel.

Underlying technology is a custom booking platform with customer account management and Matomo analytics. The company has invested £3 million in the Longmynd Hotel since 2022, opened a new HF Country House in Buxton, and pursued sustainability positioning via a partnership with ecollective for per-holiday carbon footprint labelling and B Corporation certification. Compliance posture includes ATOL, ABTOT (25+ year member), and Cyber Essentials Plus. Marketing blends community-driven word-of-mouth with email, social, blog content, brochures, and British Travel Awards campaigns (2023 Gold winner for Best Company for UK Short Breaks; three 2026 nominations).

HF Holidays firmographics

Firmographics

Name: HF Holidays
Legal name: HF Holidays Limited
Website: https://hfholidays.co.uk
Company type: Private
Founded year: 1913
Operating status: Operating
Headcount range: 251–500 employees
Short description: HF Holidays is a member-owned UK co-operative founded in 1913 that sells guided and self-guided walking holidays across 50+ countries, supported by 16 owned country houses, 650 trained leaders, and a 40,000-plus member base of individual travelers, families, and private groups.
Ownership category
akta.pro rank

HF Holidays industry classification

Industry

Product category: Walking Holidays and Activity Travel Services
NAICS: Tour Operators (561520), Travel Agencies (561510), Accommodation (721)
SIC: Services-Membership Sports & Recreation Clubs (7997), Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Amusement & Recreation Services (7900)
akta.pro primary industry: Wellness, Spa & Retreat Travel Agencies (THAKAFAI)
akta.pro secondary industries: Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing) (THAJALAI), Travel Subscription, Membership & Deal Clubs (THAKAAAL)

Keywords

Guided walking holidays
Outdoor activity holidays
Country house accommodations
Walking co-operative
Special interest breaks

Where HF Holidays is headquartered

Location

Headquarters

HQ city: Borehamwood
HQ country: United Kingdom
HQ region: Europe

Offices2 records

Markets served

HF Holidays business model

Business model

GTM type: B2C
Offering type: Services
Cost components: Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

Holiday Package Sales: Core revenue from selling walking and activity holiday packages across UK, European, and worldwide destinations. Packages include accommodation, meals, guided walks, and activities. Revenue is generated through per-person pricing (e.g., £469-£1,689 for guided walking holidays).
Membership Shares: Revenue from selling co-operative membership shares. Standard membership requires minimum £100 x £1 shares (£100 total), Investment tier requires £1,000 minimum, Investment Plus requires £3,000 minimum.
Room Upgrades: Additional revenue from premium room upgrades (Premium single/double from £20pppn, Superior rooms from £25pppn, Choose Your Room service at £30 per room).
Exclusive House Hire: Private group bookings of country houses for exclusive use, accommodating 31-100 guests with full-board packages and dedicated services.
Referral Credits: Recommend-a-friend program where existing members receive £50 credit for each qualifying referral who books a holiday of 3+ nights.

Pricing tiers

Model	Billing	Price
Subscription	Annual	Standard Membership
Subscription	Annual	Investment Membership
Subscription	Annual	Investment Plus Membership
Unit Pricing	Multi-year contract	Classic Rooms
Unit Pricing	Multi-year contract	Premium Rooms
Unit Pricing	Multi-year contract	Superior Rooms
Unit Pricing	Multi-year contract	Guided Walking Holidays
Unit Pricing	Multi-year contract	Self-Guided Walking Holidays
Quote-based/ custom	Multi-year contract	Exclusive House Hire
Other	Pay-as-you-go	Recommend a Friend

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

HF Holidays product offering

Product offering

Core offering

HF Holidays is Britain's only walking holiday co-operative, selling guided and self-guided walking and activity holiday packages across the UK, Europe, and 50+ worldwide destinations. Packages include full-board accommodation in 16 owned country houses in UK national parks (plus partner hotels abroad), guided daily walks led by trained HF Leaders, transport, and on-trip activities, with prices per person ranging from approximately £469 to £1,689. The co-operative also sells membership shares (Standard, Investment, Investment Plus) that confer member pricing, voting rights, and loyalty benefits.

Product overview

HF Holidays operates as Britain's only walking holiday co-operative, offering a portfolio of guided and self-guided walking holidays across the UK, Europe, and worldwide destinations. The core offering centers on guided walking holidays led by approximately 650 experienced Leaders who provide daily walk options at varying difficulty levels (grades 1-5), complemented by self-guided walking alternatives using detailed route maps and Discovery Point resources at their 16 owned country houses. Beyond traditional walking, the portfolio extends to special interest holidays (cycling, photography, art, bridge, music), family walking adventures, discovery tours, rail adventures, and cruise-based walking trips. The company also offers membership programs providing exclusive discounts and early access benefits, plus exclusive house hire services for private groups of 31-100 guests. Accommodations are provided through owned UK country houses in national parks and partner hotels for international destinations, all operating on a full-board basis.

Differentiator

Problem solved

Functional benefit

Products and services

Guided Walking Holidays Group walking holidays led by trained HF Leaders who guide guests through daily walk options at varying difficulty grades across UK and international destinations.
Gentle Guided Walking Holidays Walking holidays with shorter distances and gentler terrain for less experienced or mobility-conscious walkers.
Challenge Walks Intensive walking holidays featuring demanding long-distance routes and significant elevation gain.
Family Walking Holidays Multi-generational walking adventures with age-appropriate walk options, where children under 11 stay free.
Solo Walking Holidays Walking holidays designed for solo travelers, with no single supplement on selected departures and dedicated social activities.
Walking with Sightseeing Holidays Guided walks combined with cultural sightseeing and attractions at destinations.
Self-Guided Walking Holidays Independent walking holidays using detailed route notes, maps, and Discovery Points at country houses for self-paced exploration.
Special Interest Holidays Activity-focused breaks including art & crafts, birdwatching, bridge, cycling, dancing, food & hike, literary, music, photography, mind & body, and navigation skills holidays.
Discovery Tours Sightseeing-focused holidays emphasizing cultural attractions and experiences over strenuous walking.
Rail Adventures Walking holidays with sustainable rail travel to reduce carbon footprint.
Cruise & Walk Holidays Small ship cruises combined with walking excursions, featuring European and worldwide destinations.
Tread Lightly Holidays Eco-conscious walking holidays starting from country-house doorsteps with no transport required, minimizing carbon footprint.
Country Houses UK-owned four-star country house accommodations in national parks offering full-board dining, en-suite rooms, and walking facilities across 16 properties.
Membership Program Co-operative membership offering exclusive discounts (£30pp UK, £50pp Europe, £80pp worldwide), early check-in, price pledge guarantee, and voting rights in co-operative decisions. Share tiers: Standard (£100 minimum), Investment (£1,000), Investment Plus (£3,000).
Exclusive House Hire Private group bookings of country houses for events and celebrations, accommodating 31-100 guests with dedicated staff and full-board service.
Group Holidays Organized group travel for 10+ guests with dedicated account management, custom quotes, and group discounts via the Groups Team.

Quantifiable outcome

Save up to 30% with early booking offers
+3 more outcomes

Companies that use HF Holidays

Customer profile

Segments5 records

Ideal customer profiles4 records

HF Holidays technology and API

Technology

Technology focussed No

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature3 records

HF Holidays partnerships and signals

Strategic signal

Partnerships

One partnership is on record.

ecollectivecoreStrategic or Co-development PartnerPartnership with sustainability experts ecollective to measure and publish carbon footprint labels for all holidays worldwide. This collaboration enables transparent carbon reporting, helping customers make informed environmentally-conscious travel decisions and supporting HF Holidays' goal to reduce carbon intensity by 5% annually.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

HF Holidays competitors and assessment

Company assessment

Direct peers

Ramblers Walking Holidays: UK-based guided walking holiday operator with overlapping guided walking itineraries across UK and Europe. Direct competitor for HF Holidays' core product, similar target demographic, comparable pricing, and overlapping leader/destination coverage.
Explore Worldwide: UK adventure tour operator offering small-group walking, cycling, and discovery holidays across 100+ countries. Direct competitor on international guided walking and special interest trips; comparable guided-leader model and mid-market price points.
Macs Adventure: UK self-guided walking and cycling holiday specialist with luggage-transfer model across UK and Europe. Direct competitor in HF Holidays' self-guided segment, with comparable route library, accommodation partnerships, and difficulty grading.
Exodus Travels: UK adventure and walking holiday operator with 500+ itineraries across 90+ countries. Closely overlapping product set (guided walking, special interest, discovery tours) and similar UK-based guided-holiday customer base.
KE Adventure Travel: UK-based adventure holiday operator with guided walking, trekking, and family adventure products. Comparable target customer, similar guided-leader structure, and overlap in walking-grade classification and pricing.
Wilderness Scotland: Scotland-based guided walking, wildlife, and activity holiday operator. Direct overlap on Scottish Highlands itineraries (HF Holidays has Glen Coe property) with comparable guided small-group walking format and premium pricing.

Broad incumbents

Intrepid Travel: Global small-group adventure tour operator with broader geographic reach and broader activity portfolio (food, cultural, walking). Comparable in product category and guided-leader model, but at much larger scale and broader audience including younger travelers.
Responsible Travel: UK-based curated marketplace of small, sustainability-focused tour operators. Comparable ESG/sustainability positioning to HF Holidays' B Corp credentials, with overlap in walking and nature-based holiday offerings.
Collette: Larger North American/UK guided tour operator with walking and discovery itineraries. Broader portfolio but overlapping special interest and walking products; useful comparable for scale and asset-light vs asset-heavy model.
Contiki: Global youth-focused guided tour operator with walking and adventure itineraries. Useful comparable for the younger-demographic segment HF Holidays currently under-penetrates, and for the asset-light distributed-accommodation model.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

HF Holidays compliance and trust

Trust signal

Compliance5 records

HF Holidays financial estimates

Financial estimate

Revenue estimate

Valuation estimate

HF Holidays leadership team

Management profile

Number of profiles

HF Holidays funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

HF Holidays M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about HF Holidays

What does HF Holidays do?

Is HF Holidays a public or private company?

HF Holidays is a private company. It is classified as management employee owned and is currently operating.

When was HF Holidays founded?

HF Holidays was founded in 1913. It employs 251 to 500 people.

Where is HF Holidays based?

HF Holidays is headquartered in Borehamwood, United Kingdom, in the Europe region.

How does HF Holidays make money?

Five revenue lines are on record. Holiday Package Sales are the primary driver. The others are membership Shares, room Upgrades, exclusive House Hire and referral Credits.

Who are HF Holidays's main competitors?

Direct peers on record are Ramblers Walking Holidays, Explore Worldwide, Macs Adventure, Exodus Travels, KE Adventure Travel and Wilderness Scotland. Broad incumbents are Intrepid Travel, Responsible Travel, Collette and Contiki.

Does HF Holidays have an API?

No public API is recorded for HF Holidays.

What industry is HF Holidays in?

HF Holidays's product category is Walking Holidays and Activity Travel Services. Its primary akta.pro industry code is THAKAFAI, Wellness, Spa & Retreat Travel Agencies, with a secondary code of THAJALAI, Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing). Its NAICS code is 561520 and its SIC code is 7997.