We've been going since my youngest was a tiny baby (he's now 13). Our nearest is only a 40 min drive away though, which makes for a useful proper long weekend - we used to be able to pack up early on Monday morning and still get them to school.
Pros for me when they were young - we could use the holiday club so we could actually have a few hours' respite, all facilities are child friendly (soft play areas in restaurants for example, plenty of high chairs), we could spend hours at the pool and playgrounds.
Now my children are 13 & 15, DS will tell you it's his favourite place in the world. We tend to go in January when it's at its cheapest (nice post-Xmas break too - we always do loads of exercise while there, so it's a good part of the January cleanse lol!). Do a mix of meals out and eating in the lodge (restaurants are quite basic - Cafe Rouge, las Iguanas type of stuff, although after a day's swimming, cycling etc, I can't wait to devour an enormous fat-laden burger!!).
We've never paid school holiday prices, but off-peak, and mid-week breaks aren't bad value for what you can get. However, with the current Covid restrictions, I'd personally hold off - although I suppose you wouldn't need as long in the pool with your DC as younger. The pool is the star attraction for us - DS could spend the day going round on the rapids on loop
.