BUTLINS admitted this week it miscalculated the holiday market when it invested £48 million in a new family entertainment theme for its Minehead resort.

The confession came as the company revealed the cancellation of three pre-Christmas mini breaks at the Minehead resort.

Three-night breaks starting on November 19, December 17 and December 20 were abandoned because not enough customers had booked them.

Those guests who did book were offered full refunds and half-price alternative breaks.

Now, Butlins is to introduce a broader theme in the New Year to attract adult couples and older families.

But spokesman Mary Stewart denied the company would see a return to controversial 'adult weekend' holidays.

Miss Stewart told the Free Press: "Adult weekends were something completely different that Butlins would never return to."

She said the new range of themed 'Breakaways' would appeal at the same time to married couples, partners who lived together and families with older children.

"We have found outside of the school holidays it is difficult for families to come to Butlins because their children are in school," said Miss Stewart.

"We tested some children's breaks and they have not been as popular as we thought, although they were very popular during the summer."

Miss Stewart said the new themed holidays would be available from early in February.

She understood the resort's Odeon Cinema would remain open to local people for film shows on Saturday and Sunday evenings and on one mid-week night.

Recently appointed Butlins managing director George Rushton apologised for any inconvenience caused to customers by the closures.

Mr Rushton said it was the first winter trading season of the new-look Butlins and trials of different themed weekend breaks showed some were not popular outside the school holidays.

The three-night holidays affected were titled 'children's TV' and 'panto' breaks.

Mr Rushton said: "When we launched the new resorts at the beginning of the season, we announced we were committed to responding to the changing needs of our holidaymakers."

He said bookings and family customer satisfaction levels had been excellent throughout the school holidays.