Liberation Group to launch new pub estate

By Gary Lloyd

- Last updated on GMT

New pub division: the George Inn at Norton St Philip will be one of the first sites
New pub division: the George Inn at Norton St Philip will be one of the first sites

Related tags Liberation Group Butcombe Boutique Inns Butcombe Accommodation Boutique hotel

Liberation Group is set to launch a new pub estate division at the end of May – Butcombe Boutique Inns (BBI).

The group said BBI aims to become the leading operator of premium rooms in the south of England.

BBI will provide guests with a “unique, personalised and home-from-home stay in some of the most desirable locations in the UK”.

It will launch with the George Inn, Norton St Philip, and the Swan Inn, Rowberrow, with the offer set to initially roll out across eight Butcombe Pubs & Inns, which the group said are located in “some of the most stunning locations in the UK”, including the Castle Inn, Lulworth, on the Jurassic Coast to the High Corner Inn in the New Forest.

Up to 25 sites

It said it expects the new division to encompass 25 sites to eventually be part of the BBI brand.

The Swan Inn, Rowberrow

Liberation group said BBI was created as a result of extensive research and speaking to lots of guests and Butcombe Pubs & Inns loyalty club members, where the team gained invaluable insight and learnings helping to reinforce a lot of things they already believe in – 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.

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. 

Best locations

Liberation Group CEO Jonathan Lawson 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, our BBI sites are the perfect place to create lifelong memories with family and friends.”

George Room 7 qp- 1123MAH-2
Room at the George Inn

Liberation added: “All BBIs will be in stunning locations, where knowledgeable teams will be on hand to give customers personalised recommendations to help them get the most from their stays.

“Whether it’s a guaranteed table for dinner or a complimentary glass of wine, teams will go above and beyond, surprising and delighting customers, helping them enjoy an environment that’s warm, welcoming and where they can really relax and enjoy award-winning food and drink.”

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