Brands over time

Center Parcs
over time

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

95 of Center Parcs's own blog posts, press releases and announcements, 2017 to 2022, 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
95
Years covered
2017–22
Archived before ChatGPT
0
Blog · press
42 · 53

01 · Homepage

One capture a year

Center Parcs's homepage from 2002 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.

2026centerparcs.co.uk26 Jun 2026
Center Parcs homepage, 26 Jun 2026

Screenshot of Center Parcs’s homepage (centerparcs.co.uk) as archived by the Internet Archive on 26 Jun 2026. © Center Parcs or its licensors. Shown for comparison and review; not endorsed by Center Parcs.

Homepage

2026

“For the center of your world”

Page title

UK short breaks, designed to bring families together | Center Parcs

Open on the Internet Archive
  1. 2007Request a brochure
  2. 2010Short Breaks, Weekend Breaks and Family Holidays UK
  3. 2019Family time at Center Parcs
  4. 2020UK and Ireland Breaks at Center Parcs
  5. 2024Early summer breaks from £599*
  6. 2026For the center of your world

22 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.
10
20
30
Stays avg 13.0
22.8
24.0
25.3
21.1
ChatGPT · Nov 2022
2015no pages
2016no pages
20172 pp
2018no pages
20193 pp
20201 pp
2021no pages
20221 pp
2023no pages
2024no pages
2025no pages
2026no pages
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201722.82
201924.03
202025.31
202221.11

Years with pages: 2017 (2), 2019 (3), 2020 (1), 2022 (1). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Center Parcs 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

    66% less than its sector

    5.5 against a sector average of 16.2; lowest of 10.

  2. Em dashes

    46% less than its sector

    1.23 against a sector average of 2.28; 4th lowest of 10.

  3. "We"

    36% more than its sector

    59% against a sector average of 44%; 2nd highest of 10.

Sentence length2nd highest of 10
Center Parcs 14.4
9.515.5
ContractionsLowest of 10
Center Parcs 5.5
5.530.3
"You"3rd lowest of 10
Center Parcs 38%
33%68%
"We"2nd highest of 10
Center Parcs 59%
28%60%
Questions4th highest of 10
Center Parcs 3.0
1.54.4
Long wordsHighest of 10
Center Parcs 33%
22%33%
Em dashes4th lowest of 10
Center Parcs 1.23
0.574.39
AI-associated words2nd highest of 10
Center Parcs 1.32
0.412.64
ExclamationsLowest of 10
Center Parcs 1.11
1.1111.16
Page lengthLowest of 10
Center Parcs 581
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.

04 · Vocabulary

Words Center Parcs 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.

forest145.2 vs 2.7
spa63.2 vs 3.9
trees27.9 vs 1.2
guest33.7 vs 4.4
wooden10.6 vs 0.5
midweek10.9 vs 0.6
Center ParcsSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 95 pages. Checked for product names and page furniture.

05 · 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.

201310 Jul · Press
“Over the next two years Center Parcs will be working with ChildLine and The Wildlife Trusts to support both children and the natural environment; both of which are at the heart of a Center Parcs break.”
Center Parcs supporting two new charity partners
20168 Feb · Press
“The record, which was previously held by Netherlands-based theme park Efteling, was set on Monday 8th February 2016 at Center Parcs Sherwood Forest, beating the previous record of 91.2cm with a flipping fantastic 101.8cm.”
Center Parcs’ chefs achieve GUINNESS WORLD RECORDS title
202326 Sep · Press
“Our award-winning spas draw on the benefits of forest bathing, creating a relaxing experience which brings together the sights, sounds, scents and sensations of the natural world to leave guests feeling fully refreshed.”
Aqua Sana news

06 · Every page

All 120 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 95 count towards the measures; the rest were not measured (4 pdf report (annual report, info pack), 19 mostly short lines (lists, tables, link pages) rather than prose, 1 same text as an earlier page from this brand, 1 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.

20221 page
20201 page
20193 pages
20172 pages
In the overall numbers, no year88 pages
Not measured25 pages

07 · Method

How this was measured

The pages

Center Parcs'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?.