Liberation Group launches Butcombe Boutique Inns arm
Called Butcombe Boutique Inns (BBI) it aims to provide guests with a ‘unique, personalised, home-from-home stay’ in some of the most desirable locations in the UK.
It will launch with eight Butcombe Pubs & Inns, the first two sites being The George Inn in Norton St Philip, and The Swan Inn in Rowberrow with the expectation that 25 inns will eventually be part of the BBI brand.
BBI was created as a result of extensive research including conversations with Butcombe Pubs & Inns loyalty club members, where the team gained insight and learnings, according to Liberation Group.
“Guests staying in hotels and pubs often book because of habitual reasons and what they’re really looking for are memorable experiences at sites located in the most beautiful locations, it says. “They expect an excellent customer journey from the moment they make their booking to entering a beautifully designed, styled and furnished room, with fantastic locally sourced food and drink on tap throughout the day.”
“All our BBI sites are set in some of the best locations in the south of England, where guests will know from the very start that their experience will be unique and extra special, a real home from home,” adds Jonathan Lawson, Liberation Group CEO.
“With a truly personalised experience, our guests will be able to get the most from their stays with us, whether it is enjoying our award-winning hospitality or embracing local attractions and activities that these unique locations bring, our BBI sites are the perfect place to create lifelong memories with family and friends.”
The move is part of a push by pub operators into offering accommodation. Gastropub group Heartwood Collection continues to boost its portfolio of pubs with accommodation with plans to grow to more than 60 inns and brasseries by June 2027 with an estate of more than 500 bedrooms.
Earlier this year it opened The White Horse in Dorking, its first venture under a new strategy that will see the group move into freehold pubs and pubs with rooms. Five more locations are already planned for the year - The Quill & Scholar in Lichfield in March; The Rope & Anchor in Emsworth and The Coat & Bear in Newbury in the summer; The White Hart in Lewes in autumn; and The Royal Forest in Epping Forest in the autumn.
