Is it a rip off?

As the increase is 5% for 2020 and was slightly over that this year, I would say it is starting to move towards the excessive, at least to folk that are getting nowhere near that sort of increase to their income.

However that aside, fully booked BH's mean nothing, it's the rest of the year that I question. I have never noticed before because we have never booked at the last minute during the summer holidays. When we did so last summer, there were only 2 sites where we could get a booking of more than a week within 200 miles or so of home. They were Bridlington and Malvern. The latter is perhaps not so surprising, the former being a coastal site during a summer heat wave, suggestive of overpricing.

which looks worse? 5% or 70p? Always a problem with percentages.

Maybe BH do mean a lot, they show they can fill sites and maybe subsidise the leaner times? It also shows the club that SP are more popular than standard even though the price is higher? It is all HS so it cannot be for that reason that people are going for SP here?

Why would a heatwave matter?  Do people suddenly think they'll go away? You did because you could, but a lot of people still work and could not. You could because you were in range as well.

Perhaps also likely is that people have already booked somewhere else in advance? And Bridlington, with all the best will in the world and I personally like it, is hardly a tourist spot for advance bookings? For me though it is more of a goto site for smaller holidays and not my 'two weeks' main holiday away. A coastal site, yes but usually colder and damp, even in summer.

Anyway is the competition doing any better around it?

Don't know about the competition CT, we didn't look. We are in the fortunate position of being able to afford the prices and like club sites. We did look at Scarborough though, over £4 cheaper a night, and we couldn't get more than a couple of nights.

I also think you are wrong about folk going away on a whim. Last year was exceptional, due to my cataract opp we ended up going away much later than normal. We don't normally do peak. However, now we have a MH and it's so easy to nip away, I can see we will be doing it a lot. A bit of good weather and we'll be away for 2 / 3 days. I am sure we will not be alone in this.

indeed, (thanks for answering though it was rhetorical btw) but it shows the club's prices are not far away from the local (inferior) sites. If there was a huge difference then the club might be wrong. (but technically impossible)

We are all different - I wouldn't question or think about the price if I liked it, just be happy I'm on site.

If anyone is familiar with the Accor group of hotels, there have a variety of brands from Formula 1, through Ibis, Mercure up to the top brand and priced accordingly. The gripe from many appears to be that they are getting Ibis facilities at Mercure or Accor prices when comparing with commercial sites.

In analysis, a club site provides a pitch, a EHU, a toilet block and perhaps a dog walk. Hardly extensive facilities, yet commanding what is perceived as a fairly premium price.

I see no problem with folk modifying their belief or opinion in the light of new experience or knowledge. Far more worrying are those that steadfastly hold on that which is outdated or now irrelevant.