"It is much quicker, simpler and better in our view to form a partnership with the current ownership of a hotel rather than try to develop or even buy something of our own," explains Mr Chapman. "We will be creating dedicated Luxury Family resorts - we are building one in Martinhal in Portugal's Algarve and another in West Cork in Ireland. But we wanted to get into providing holidays abroad to our market now. That's why we're reaching arrangements like this. Our hotels in the UK are aimed at short breaks. Madeira is all about us moving into the holiday market - one or two-week stays."