Brands over time

Haven
over time

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

191 of Haven'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
191
Years covered
2021–26
Archived before ChatGPT
0
Blog · press
84 · 107

01 · Homepage

One capture a year

Haven's homepage from 2009 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.

2026haven.com4 Jul 2026
Haven homepage, 4 Jul 2026

Screenshot of Haven’s homepage (haven.com) as archived by the Internet Archive on 4 Jul 2026. © Haven or its licensors. Shown for comparison and review; not endorsed by Haven.

Homepage

2026

“Caravan Holidays UK”

Page title

Caravan Holidays & Breaks 2026 | UK Holiday Parks

Open on the Internet Archive
  1. 2009availability and book
  2. 2012Check availability and prices
  3. 2017Last minute midweek breaks
  4. 2019Caravan holidays and camping breaks
  5. 2021Start planning your Great British break
  6. 2025Caravan Holidays UK

17 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.
6
12
18
Stays avg 13.0
16.8
15.8
14.6
14.9
13.6
14.8
ChatGPT · Nov 2022
2015no pages
2016no pages
2017no pages
2018no pages
2019no pages
2020no pages
20214 pp
202251 pp
202352 pp
20247 pp
202512 pp
20264 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
202116.84
202215.851
202314.652
202414.97
202513.612
202614.84

Years with pages: 2021 (4), 2022 (51), 2023 (52), 2024 (7), 2025 (12), 2026 (4). 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 53 pages from before ChatGPT launched and 23 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 · 53 pp2024 to 2026 · 23 pp

Sentence length down 10%

words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

Sentence length down 10%. words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
Sentence length15.914.2−1.7

Sentence rhythm down 1%

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

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

Sentence rhythm down 1%. How much sentence length varies (standard deviation over mean). Higher reads less even. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
Sentence rhythm0.790.78−0.01

Contractions up 86%

per 1,000 words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

Contractions up 86%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
Contractions7.914.8+6.8

"You" down 14 pts

share of I/we/you

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

"You" down 14 pts. share of I/we/you. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
"You"68%54%−14%

"We" up 14 pts

share of I/we/you

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

"We" up 14 pts. share of I/we/you. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
"We"31%44%+14%

Questions up 68%

per 1,000 words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

Questions up 68%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
Questions1.93.2+1.3

Exclamations up 45%

per 1,000 words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

Exclamations up 45%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
Exclamations2.002.90+0.90

Long words down 1 pt

share of words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

Long words down 1 pt. share of words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
Long words26%25%−1%

Em dashes up 82%

per 1,000 words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

Em dashes up 82%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
Em dashes1.212.20+0.99

AI-associated words up 20%

per 1,000 words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

AI-associated words up 20%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
AI-associated words0.610.74+0.12

AI-era marketing words up 17%

per 1,000 words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

AI-era marketing words up 17%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
AI-era marketing words0.560.66+0.10

Quieter LLM-favoured words up 201%

per 1,000 words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

Quieter LLM-favoured words up 201%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
Quieter LLM-favoured words0.180.55+0.37

AI-associated sentence shapes down 84%

per 1,000 words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

AI-associated sentence shapes down 84%. per 1,000 words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
AI-associated sentence shapes0.080.01−0.07

Page length down 35%

words

  • 2019 to Nov 2022 · 53 pp
  • 2024 to 2026 · 23 pp

Source: SGR-011

Page length down 35%. words. Source: SGR-011
m2019 to Nov 2022 · 53 pp2024 to 2026 · 23 ppChange
Page length3,0481,977−1,071

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 (53 pages); after = 2024 to 2026 (23 pages). Method: SGR-011.

04 · Against its sector

Haven 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. Questions

    32% less than its sector

    1.9 against a sector average of 2.9; 2nd lowest of 10.

  2. Contractions

    30% less than its sector

    11.4 against a sector average of 16.2; 3rd lowest of 10.

  3. Em dashes

    26% less than its sector

    1.69 against a sector average of 2.28; mid-table, 6th of 10.

Sentence lengthHighest of 10
Haven 15.5
9.515.5
Contractions3rd lowest of 10
Haven 11.4
5.530.3
"You"Mid-table, 5th of 10
Haven 55%
33%68%
"We"Mid-table, 6th of 10
Haven 41%
28%60%
Questions2nd lowest of 10
Haven 1.9
1.54.4
Long words3rd highest of 10
Haven 26%
22%33%
Em dashesMid-table, 6th of 10
Haven 1.69
0.574.39
AI-associated words4th lowest of 10
Haven 0.77
0.412.64
ExclamationsMid-table, 6th of 10
Haven 2.31
1.1111.16
Page length4th highest of 10
Haven 2,248
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 Haven 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.

park205.2 vs 18.7
holiday212.4 vs 36.3
home143.6 vs 22.6
leisure90.4 vs 7.1
letting88.8 vs 1.4
parks52.1 vs 5.8
customers43.4 vs 2.9
owners41.7 vs 1.9
caravan58.7 vs 0.4
HavenSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 191 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.

07 · Every page

All 192 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 191 count towards the measures; the rest were not measured (1 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.

20264 pages
202512 pages
20247 pages
202352 pages
202251 pages
20214 pages
In the overall numbers, no year61 pages
Not measured1 page
  • Latest News16 Aug 2022 · press · 149 wordsUnder 150 words of text: too short to measure

08 · Method

How this was measured

The pages

Haven'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?.