Brands over time

Butlin's
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

168 of Butlin's's own blog posts, press releases and announcements, 2021 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 9 other hotel and holiday brands, and what it sounds like in its own words.

Pages measured
168
Years covered
2021–26
Archived before ChatGPT
0
Blog · press
67 · 101

01 · Homepage

One capture a year

Butlin's's homepage from 2004 to 2026, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2026butlins.com26 Jun 2026
Butlin's homepage, 26 Jun 2026

Screenshot of Butlin's’s homepage (butlins.com) as archived by the Internet Archive on 26 Jun 2026. © Butlin's or its licensors. Shown for comparison and review; not endorsed by Butlin's.

Homepage

2026

“2026 UK HOLIDAYS & SHORT BREAKS”

Page title

Butlin's: Book Family Holidays and Short Breaks at UK Holiday Parks

Open on the Internet Archive
  1. 2014July Term-Time Breaks
  2. 2016JULY BREAKS FROM £72PP
  3. 2019Just For Tots
  4. 2021Family breaks from just £155
  5. 2024GREAT SAVINGS ON ALL 2025 BREAKS FROM £45
  6. 20262026 UK HOLIDAYS & SHORT BREAKS

15 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
5
10
15
Stays avg 13.0
10.4
11.2
11.7
11.7
12.6
11.7
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
2020no pages
202111 pp
202219 pp
202316 pp
202418 pp
202518 pp
202617 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
202110.411
202211.219
202311.716
202411.718
202512.618
202611.717

Years with pages: 2021 (11), 2022 (19), 2023 (16), 2024 (18), 2025 (18), 2026 (17). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Before and after

2019 to Nov 2022 against 2024 to 2026

The same measures on 30 pages from before ChatGPT launched and 53 pages from 2024 on. A change here is a change in style. It does not show how any page was written: people used every one of these words and shapes long before 2022, and SGR-011 found most of the shift across brands was a trend already under way.

2019 to Nov 2022 · 30 pp2024 to 2026 · 53 pp

Sentence length up 10%

words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

Sentence length up 10%. words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
Sentence length10.912.0+1.1

Sentence rhythm down 3%

How much sentence length varies (standard deviation over mean). Higher reads less even.

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

Sentence rhythm down 3%. How much sentence length varies (standard deviation over mean). Higher reads less even. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
Sentence rhythm0.950.92−0.03

Contractions down 5%

per 1,000 words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

Contractions down 5%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
Contractions31.630.1−1.5

"You" down 1 pt

share of I/we/you

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

"You" down 1 pt. share of I/we/you. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
"You"28%28%−1%

"We" down 1 pt

share of I/we/you

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

"We" down 1 pt. share of I/we/you. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
"We"57%56%−1%

Questions down 63%

per 1,000 words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

Questions down 63%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
Questions0.20.1−0.1

Exclamations down 44%

per 1,000 words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

Exclamations down 44%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
Exclamations1.370.76−0.61

Long words up 1 pt

share of words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

Long words up 1 pt. share of words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
Long words24%26%+1%

Em dashes up 144%

per 1,000 words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

Em dashes up 144%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
Em dashes1.052.56+1.51

AI-associated words up 63%

per 1,000 words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

AI-associated words up 63%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
AI-associated words0.540.88+0.34

AI-era marketing words up 118%

per 1,000 words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

AI-era marketing words up 118%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
AI-era marketing words0.240.52+0.28

Quieter LLM-favoured words up 109%

per 1,000 words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

Quieter LLM-favoured words up 109%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
Quieter LLM-favoured words0.180.39+0.20

AI-associated sentence shapes down 45%

per 1,000 words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

AI-associated sentence shapes down 45%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
AI-associated sentence shapes0.250.14−0.11

Page length up 14%

words

  • 2019 to Nov 2022 · 30 pp
  • 2024 to 2026 · 53 pp

Source: SGR-011

Page length up 14%. words. Source: SGR-011
m2019 to Nov 2022 · 30 pp2024 to 2026 · 53 ppChange
Page length736837+101

Every chart is centred on its before value and shares one relative scale, so a longer bar means a bigger percentage change; the values themselves are in different units and do not compare. Before = 2019 to Nov 2022 (30 pages); after = 2024 to 2026 (53 pages). Method: SGR-011.

04 · Against its sector

Butlin's among hotel and holiday brands

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Contractions

    86% more than its sector

    30.3 against a sector average of 16.2; highest of 10.

  2. Questions

    46% less than its sector

    1.5 against a sector average of 2.9; lowest of 10.

  3. "You"

    36% less than its sector

    33% against a sector average of 51%; lowest of 10.

Sentence length2nd lowest of 10
Butlin's 10.0
9.515.5
ContractionsHighest of 10
Butlin's 30.3
5.530.3
"You"Lowest of 10
Butlin's 33%
33%68%
"We"4th highest of 10
Butlin's 54%
28%60%
QuestionsLowest of 10
Butlin's 1.5
1.54.4
Long words4th lowest of 10
Butlin's 24%
22%33%
Em dashesMid-table, 5th of 10
Butlin's 1.95
0.574.39
AI-associated wordsMid-table, 6th of 10
Butlin's 0.81
0.412.64
Exclamations4th highest of 10
Butlin's 3.42
1.1111.16
Page length3rd lowest of 10
Butlin's 858
58110,276

Pages measured: Premier Inn 115 · Travelodge 263 · Village Hotels 135 · Center Parcs 95 · Butlin's 168 · Haven 191 · Warner Hotels 152 · YHA 137 · Sykes Cottages 22 · Hoseasons 119. Measures and method: SGR-010; this sector and its brands were added by Brands over time, measured exactly as the studies measured theirs. Sector averages and ranks cover every brand in the sector on this site.

05 · Vocabulary

Words Butlin's uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

price92.4 vs 9.9
dining53.3 vs 3.5
child45.0 vs 1.9
breaks86.3 vs 17.3
resorts46.3 vs 0.5
plans38.2 vs 4.4
resort23.2 vs 1.7
Butlin'sSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 168 pages. Checked for product names and page furniture.

06 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

2021 · Press
“A fun filled weekend watching live music and partying with friends may feel like a distant memory, but after 18 months the adult only Big Weekenders will be making their much anticipated come back.”
Butlin’s Announces The Return Of Epic Big Weekenders
2026 · Press
“The takeover lands just as families across the UK begin planning their year of breaks - a moment that should feel exciting but often doesn’t. New research from Butlin’s reveals that half of parents (48%) admit feeling bored on holiday, with one in six (16%) saying boredom sets in after just a few days.”
Butlin's Kids Step In As Chief Fun Officers

07 · Every page

All 201 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 168 count towards the measures; the rest were not measured (33 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.

202617 pages
202518 pages
202418 pages
202316 pages
202219 pages
202111 pages
In the overall numbers, no year69 pages
Not measured33 pages

08 · Method

How this was measured

The pages

Butlin's's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.