Imagery courtesy of Aprirose.
The former De Vere Selsdon Park Hotel in Croydon, UK, is to become the second location for the Birch Hospitality company.
The hotel is set to open under the Birch lifestyle brand 2023 and is a joint venture between Birch Hospitality and real estate investment company Aprirose.
Enhancing the existing estate
The 200-acre parkland estate currently incorporates a 150-room hotel, set within a 17th century traditional brick mansion, with meeting and conference facilities, a range of dining amenities, a leisure centre, tennis courts, running trail, and a recently-closed golf course.
The hotel and grounds are now undergoing a significant renovation adopting the Birch philosophy of working with the existing building and the attributes of the site, enhancing and improving them through thoughtful interventions with strong links to nature and the external landscape. The concept has been creatively led by co-founder Chris King and the Birch team with Adam Mursal of Pillar Consulting acting as development manager again.
Second site
The latest development follows the success of the original Birch Hotel, which opened in Cheshunt, Hertfordshire, UK in 2020. This 51-room site was again a joint venture between Birch and Aprirose.
Manish Gudka, CEO, Aprirose, said: “Hospitality and hotels continues to be an important mainstay of our real estate portfolio, partnering with several high-profile brands such as Delta Hotels by Marriott, DoubleTree by Hilton and the Qhotels portfolio. Aprirose is proud to have backed the first Birch, which was subsequently named as Sunday Times Hotel of the Year in 2020. We look forward to the launch of the second Birch next year, as well as subsequent openings in the coming years.”
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