Holiday park operator Pontin’s in administration

It operates five sites in Brean Sands in Somerset, Camber Sands in Sussex, Pakefield in Suffolk, Prestatyn Sands in Wales and Southport in Merseyside.

A statement from KPMG said all five sites continue to trade as normal and no redundancies of park staff have been made.

"The administrators are in the process of appointing an experienced leisure operator to the company so that it continues trading and to ensure that guests' holiday expectations are met," it said.

"It is the administrators' current intention to honour all reservations."

Jane Moriarty, joint administrator and restructuring partner at KPMG, added: "Pontin's is an iconic British brand which forms the backdrop to thousands of treasured family holiday memories."

"It has unfortunately struggled in the current economic environment but, with some support from new management, we are optimistic that it will be part of thousands of family memories in the years to come."

Pontin's was established in 1946 and was bought by Oceans Park for £46m in 2008.

In February 2009, Ocean Parks announced a £50 million investment to develop the next generation of Pontin's holiday park