Bespoke Hotels, the UK’s largest independent hotel group, has refreshed its branding to promote a more prominent identity.
The company manages more than 70 independent hotels across the UK, and has established itself as the leader in operating hotels that are not part of the large brand groups. The rebrand points to a number of changes in the way the business operates, as it looks to a market where it aims to solidify its position and grow its portfolio under management.
A fresh commitment
“This isn’t just a visual refresh; it’s a comprehensive strategy designed to create lasting value for our stakeholders,” said CEO Thomas Greenall. “As we look to the future, we are committed to staying ahead of the curve and innovating to provide value to our owners and meet the ever-changing needs of our guests.” The evolution also underlines Bespoke’s value delivered to partners, stakeholders and guests, after almost a quarter of a century curating hotels of all types and across all segments around the UK.
Among new initiatives is a refreshed Bespoke website, designed to increase direct bookings for the hotel portfolio. There will also be a greater focus on cross selling hotels in the portfolio, by educating guests on other locations they might visit.
Alongside managing a broad range of independent hotels for landlords, the last few years has seen Bespoke successfully develop and nurture their own new brand, Hotel Gotham. Launched in Manchester in 2015, the 60 room landmark property quickly became a hangout for celebrities. In 2024, new Gotham hotels are preparing to open in Bristol and Newcastle, while a Hotel Gotham in Bath is also under consideration.
Flexible support for hotel partners
Founded in 2000, Bespoke operates as a flexible partner for those developing and investing in hotels, offering a portfolio of support services as necessary. The group has worked behind the scenes with branded hotels, and as a white label partner project managing the delivery or refurbishment of a hotel project, as well as operating on an ongoing basis.
Among pipeline projects that Bespoke is working on are the Noss on Dart Marina Hotel, a 71 room development designed by architects Studio Moren, that is expected to open in 2025; and the Ty Gwyn Hotel being developed on the Welsh coast at Abersoch. This luxury hotel on the Llyn Peninsula will have 42 rooms, and is scheduled to launch in 2025.
