USP Butlins' brand new chic-on-the-cheap resort has a colourful and “funky fun” spa with original touches: a Snow Cave kept at minus 16C comes complete with icicles and is like entering Narnia; there's a mirrored disco-music-and-lights multi-shower experience and even a treatment room, aimed at blokes, where football highlights are projected onto the wall.

AMBIENCE The spa reflects Butlins' “good times” ethos – it's not raucous but hushed tones are reserved for the ten individual treatment rooms.

A girly pink reception staffed by purple-smocked therapists and stacked either side with Dead Sea products gives way, through a sliding glass door, to a relaxation strip and terrace with moulded loungers and outdoor hot tub. The spa area is packed with features, including a roomy central hydrospa, foot baths, crystal steam room, heated tiled loungers and sauna. The explanatory signs on how to use each facility end on a cheeky note: the one outside the sauna reads: "It ain't 'alf hot mum".

The spacious treatment rooms are plum red and full of microwave-style gadgets. Several convert into couples rooms.

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Abby Aron escapes from Bob the Builder’s Yard and Qasar Lasers for some "me" time in The Spa at the Skegness holiday resort

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The new £20 million, 200-room hotel that houses the spa is a far cry from shabby chalets of holiday camp days. It has smart but simple family rooms, 75 per cent of which overlook a giant car park and entertainment area with glimpses of the sea beyond. The bright décor and sculpted furniture have a “new” McDonalds feel.

QUALITY OF EXPERIENCE Spa Find runs the operation with its “You've been mineralised!” pay-off - products contain Dead Sea salt, with citrus and coconut oils. The Spa Find outfit also oversees Butlins first spa at the Skegness resort as well as Kalmora spas in Kent, Plymouth and Chester.

My half-hour, deep-tissue, sports massage with Simon was thorough and focused on tennis-strained portions of my back. He used coconut oil and suggested a spell in the Snow Cave afterwards, which was the closest I've experienced to one of Andy Murray's healing ice barrel plunges that he undertakes post-match.

FOOD AND DRINK There's a call button in the relaxation lounge if your hungry or thirsty. Nothing too imaginative (reasonably priced hot sandwiches, salads and a couple of desserts); cream tea for two with sandwiches is £10.95 and a glass of bubbly £6.95.

IN-CROWD Teenage daughters, mums and grandmums all take the plunge en famille. There's no specific babysitting service yet for spa goers but plenty of activities for kids to do while mum (and dad) chill out in the spa.

The spa is open only to resort guests with the Ocean Hotel guests having priority over the on-site Shoreline Hotel and chalets.

WALLET WATCH Good value. £19 for two hours in the spa; extra for treatments. Back massages start at £23 for 25 minutes. A gold flake facial treatment adds a touch of celebrity glamour (£75 for 75 minutes) and a Beauty and the Beach pampering uses sand, mud, seaweed and a heat lamp in case its cloudy outside (£125 for 105 minutes). A marshmallow skin treatment for over-14s ends with a hot chocolate or smoothie depending on the season (£29 for 25 minutes).

Holidays cost from £366 for a four-night midweek off-peak break for a family of four.

NEED TO KNOW Ocean Hotel Spa, Bognor Regis, West Sussex PO21 1JJ (01243 820 202)

Visit www.butlins.com/hotels for more information and to book the hotel, or call 0845 070 4730.

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