The company, led by managing director Mark Higgs, currently operates seven sites across the Cotswolds, Warwickshire, Oxfordshire and Northamptonshire.
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Its estate includes six country pubs focused on destination dining and rooms, alongside one cocktail bar and live music venue with events spaces.
Higgs told The Morning Advertiser (MA) the group opened its latest pub in October last year and had also bought a small distillery this year.
The distillery produces a range of gins, as well as Freespirit’s first vodka and rum, which are sold across its pubs, other venues and farm shops.
The group also operates Freespirit Events, which Higgs said continued to grow year on year through weddings, parties and corporate events across the region.
Rooms growth
Freespirit recently converted four rooms above the Old Coach House, taking the site to 15 bedrooms.
Across the estate, the business now has 38 bedrooms, seven shepherd huts and a two bedroom cottage.
Higgs said accommodation had become “a much bigger part” of the business over the past 18 months.
He said: “Last May we launched seven shepherd huts at a site which previously didn’t have any accommodation, and this has really strengthened this site.
“It took quite some time to get the planning permission and find the right hut builder, but it has made a huge difference.”
He said the group had seen positive results in like-for-like room sales, average room rates and spend in the pubs, with the North Cotswolds sites performing particularly well.
Higgs added rooms were now central to the company’s growth strategy.
He said: “We are always looking at new opportunities and new pubs, rooms and sites where we can explore different revenue streams.”
Strong summer
On trading, Higgs said the year had started slowly but summer had been stronger, particularly in July and August.
He added: “We believe we will continue to have a strong end to the year sales wise. We have made different investments into our sites and people this year, and that is starting to come through as the year progresses.”
Higgs said investment decisions were being planned carefully, with a focus on projects that could clearly improve the business and guest experience.
He added: “Outside areas, I believe, will become very key for a lot of operators, especially if we continue to see summers like we have just had.”
Looking ahead, Higgs said he was continuing to speak with agents, breweries and private landlords, with potential for “one or two” opportunities to come forward next year.
He said: “Everyone knows hospitality is hard, but I think it’s important we remain positive, share the amazing things we do as an industry, and bang the positive drum as much as possible. If only the powers that be could see the real value in what hospitality brings to the UK.”
