Liberation Group has announced that it will launch its new concept Butcombe Boutique Inns at the end of May with the objective of becoming the “leading” operator of premium rooms in the South of England.
Butcombe Boutique Inns (BBI) will provide guests with a “unique, personalised and home away from home” stay in the UK, launching with The George Inn, Norton St Philip and The Swan Inn, Rowberrow.
The BBI offering will be initially rolled out across eight Butcombe Pubs and Inns, including The Castle Inn, Lulworth, on the Jurassic Coast to the High Corner Inn in the New Forest, with the expectations that 25 inns will eventually be part of the BBI brand.
The new concept was created as a result of extensive research and speaking to lots of guests, where the team gained invaluable insight helping to reinforce a lot of things they already believed in – guests staying in hotels and pubs often book because of habitual reasons and what they are looking for are “memorable experiences located in the most beautiful locations”.
Jonathan Lawson, CEO of Liberation Group, said: “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.
“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.”