What The Pig Hotels does

THE PIG Hotels is a privately held, family-founded UK boutique hotel group operating a portfolio of nine laid-back country and coastal hotels across England, with a tenth property (THE PIG-on the farm, near Stratford-upon-Avon) scheduled for late summer 2027. Founded in 2011 by Robin Hutson in Brockenhurst, New Forest, the brand is built around a "restaurant-at-the-heart" philosophy: every property features an on-site Kitchen Garden supporting the signature 25 Mile Menu, where ingredients are sourced either from the hotel's own garden or from local farmers, fishermen, and artisan producers within a 25-mile radius. Properties are housed in characterful historic buildings — 16th-century lodges, Elizabethan manor houses, and Tudor halls — each uniquely designed to reflect its local landscape and heritage.

The company monetizes primarily through accommodation (rooms priced from £165 to £545+ per night), destination food and beverage (restaurants, Garden Ovens, deli-bars, Lobster Shed, Folly, afternoon tea), spa and wellbeing (Potting Shed treatments plus the Fieldhouse Spa at the Cotswolds property), and a growing events vertical anchored by the Smoked & Uncut Garden Parties. Ancillary lines include private dining packages (Feasting Menu at £95, Seasonal Set Menu at £65), day-visitor experiences (Just Dropping In), and a gift shop. Distribution is direct-to-consumer via thepighotel.com (with bookings also handled through SevenRooms for restaurants at select properties), supported by content marketing through The Almanac blog, Instagram, an email newsletter, and the Smoked & Uncut festival circuit. The brand is B Corp certified and serves couples, families, corporate retreat groups, and day visitors across multiple UK regions.

Name

The Pig Hotels

Legal name

THE PIG Hotels

Website

https://thepighotel.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

501–1,000 employees

Short description

The Pig Hotels is a UK-based boutique hotel group operating nine laid-back country and coastal properties across England, founded in 2011 around a Kitchen Garden-to-plate dining concept and a 25-mile local sourcing philosophy. It serves couples, families, and corporate groups seeking premium British countryside and coastal experiences.

Ownership category

akta.pro rank

Product category

Boutique Country & Coastal Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Resort-Area Full-Service Hotels (Non–All-Inclusive) (THAGAAAD)

akta.pro secondary industries

Beachfront & Coastal Full-Service Hotels (THAGAAAI), Destination Spa Resorts (THAGAMAA), Hotel & Resort Restaurants (THAFACAH)

Keywords

• Boutique country hotels
• Coastal hotel accommodation
• Kitchen garden dining
• Hotel spa treatments
• Private dining events

Headquarters

HQ city

Brockenhurst

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Accommodation: Room rentals across 9 hotel properties with varying room types from snug rooms to luxury suites and unique accommodations like shepherd huts, wagons, and cottages. Revenue generated through nightly stays with prices ranging from £165 to £545+ per night depending on property and room type.
2. Food & Beverage: Restaurant dining, bars, Garden Oven outdoor dining, deli-bar (at city location), and special dining experiences. The 25 Mile Menu concept sources from local suppliers within 25 miles. Includes breakfast, lunch, afternoon tea (Buttered & Baked), and dinner services.
3. Spa & Wellbeing: Potting Shed treatments including massages, facials, and body treatments using natural products. Fieldhouse Spa at Cotswolds location offers thermal pool, sauna, and steam room. Treatments available to both residents and non-residents.
4. Events & Experiences: Smoked & Uncut garden parties (music and food festivals), live music nights, foraging experiences, Kitchen Garden tours, wine tastings, workshops, and private event hosting for celebrations and corporate retreats.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

THE PIG Hotels is a collection of nine boutique country and coastal hotels across England that sell overnight accommodation, full-service restaurant dining built on the signature 25 Mile Menu (sourced from on-site Kitchen Gardens and suppliers within 25 miles), spa and wellbeing treatments (Potting Shed huts and Fieldhouse Spa), and a calendar of events including Smoked & Uncut Garden Parties, foraging experiences, Kitchen Garden tours, and private dining/gatherings.

Product overview

THE PIG Hotels is a collection of laid-back country and coastal hotels across England, built around a restaurant-at-the-heart philosophy. The portfolio consists of nine operating properties (THE PIG-on the beach, THE PIG-in the South Downs, THE PIG in the New Forest, THE PIG-in the wall, THE PIG-at Bridge Place, THE PIG-near Bath, THE PIG-at Harlyn Bay, THE PIG-in the Cotswolds, THE PIG-at Combe) plus The Village Pub as a related brand, with a tenth property (THE PIG-on the farm) planned for 2027. Each property features an on-site Kitchen Garden supplying the 25 Mile Menu concept, spa/wellbeing services (Potting Shed treatments or Fieldhouse Spa), unique room configurations, and local experiences. Core offerings include overnight accommodation, restaurant dining, day visitor experiences (Just Dropping In, Buttered & Baked), spa treatments, and event hosting (Gatherings, Smoked & Uncut Garden Party).

Differentiator

Problem solved

Functional benefit

Brands

• The Village Pub: A classic English country inn serving proper British pub classics, local ales, and tasty bar snacks with a cracking wine list, located across the road from THE PIG-in the Cotswolds in Barnsley Village.
• Fieldhouse Spa
• The Lobster Shed
• The Folly
• Smoked & Uncut

Products and services

• THE PIG (in the New Forest) The original PIG hotel set in ancient New Forest woods in Brockenhurst, Hampshire, with 31 rooms, a greenhouse restaurant, walled Kitchen Garden, beehives, and resident Saddleback pigs. Open to leisure and business travelers seeking the original Kitchen Garden-to-plate experience.
• THE PIG-on the beach A clifftop hotel above Studland Bay on Dorset's Jurassic Coast with 23 rooms, sweeping sea views, on-site Kitchen Garden, Garden Oven outdoor dining, and Sheep Hut spa treatments, targeted at coastal holiday and short-break guests.
• THE PIG-in the South Downs A vineyard hotel in Madehurst, West Sussex, with 30 rooms, an on-site vineyard of 4,000 vines (Chardonnay, Pinot Noir, Gamay, Pinot Meunier), Garden Wagons, and a glass restaurant overlooking the vines serving seasonal 25-mile menu cuisine.
• THE PIG-in the wall A boutique city-centre hotel with 12 rooms built into Southampton's medieval city walls, featuring a deli-bar serving food from the New Forest Kitchen Garden. Located 90 minutes from London near cruise terminals.
• THE PIG-at Bridge Place A 17th-century red-brick hotel near Canterbury, Kent, with 31 rooms, heritage glasshouses, Kitchen Garden, and outdoor dining, known for its rock-n-roll history (Led Zeppelin, The Kinks, The Yardbirds played early gigs there).
• THE PIG-near Bath A Grade II listed country house hotel in the Mendip Hills, Somerset, near Bath, with 31 rooms, a conservatory restaurant overlooking a 30-acre deer park home to 80 fallow deer, and Kitchen Garden with Smoke House.
• THE PIG-at Harlyn Bay A 15th-century coastal hotel near Padstow, Cornwall, with 30 rooms, far-reaching sea views, Garden Wagons, The Lobster Shed seafood restaurant, and a restored Kitchen Garden with Cornish produce.
• THE PIG-in the Cotswolds A 17th-century Grade II-listed country house in Barnsley Village, Cirencester, with 24 rooms, Rosemary Verey's Arts and Crafts-style gardens (laburnum walk, knot garden, Tuscan temple), and the Fieldhouse Spa with thermal outdoor pool.
• THE PIG-at Combe A Grade I-listed Elizabethan manor house in East Devon's Otter Valley with 35 rooms, three walled Kitchen Gardens, The Folly outdoor eatery, set within 3,500 acres of Devonshire countryside 15 minutes from the coast.
• 25 Mile Menu The signature restaurant dining concept across all PIG properties. Ingredients are sourced from the on-site Kitchen Gardens or from trusted local suppliers within a 25-mile radius, with menus changing daily based on seasonal availability. Available to both resident and non-resident guests.
• Potting Shed Treatments Spa and wellness treatments offered across all PIG locations, taking place in rustic wooden huts tucked into the Kitchen Gardens using natural products. Services include massages, facials, and body treatments tailored to individual guests, available to residents and non-residents.
• Fieldhouse Spa A full spa facility at THE PIG-in the Cotswolds featuring a thermal outdoor pool, sauna, steam room, hydro-pool, and field-view treatment rooms overlooking the Cotswolds countryside. Open to residents and day visitors.
• Smoked & Uncut Garden Party Annual music and food festival held across multiple PIG properties, featuring live acoustic music, homecooked festival food, BBQ, wood-fired pizzas, pop-up bars, Kitchen Garden tours, and mini Potting Shed treatments. 2026 marks the 15th anniversary celebration.
• Just Dropping In Day visitor experience allowing non-hotel guests to enjoy PIG facilities, including lunch at restaurants, Garden Oven outdoor dining, Kitchen Garden tours, Potting Shed spa treatments, and bar access without an overnight stay.
• Gatherings & Private Dining Event hosting services including private dining rooms, garden feasts, corporate away days, celebrations, and full property takeovers. Features two dining packages: Feasting Menu (£95/person) and Seasonal Set Menu (£65/person) in characterful private dining spaces.
• Buttered & Baked Afternoon teatime experience served Monday to Friday across THE PIGs, featuring warm, generous comfort bakes including savory items like Coastal Cheddar Scones with Bacon Jam and sweet treats like Carrot & Walnut Cake.
• The Village Pub A classic English country inn across the road from THE PIG-in the Cotswolds in Barnsley Village, serving proper British pub classics, local ales, and tasty bar snacks with a wine list. Features 6 guest bedrooms.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Local Farmers and GrowerscoreOthersLong-term relationships with local farmers for produce sourcing as part of the 25 Mile Menu philosophy. Suppliers are carefully selected neighbors who share commitment to quality and sustainability.
• Local FishermencoreOthersPartnerships with local fishermen for fresh seafood and line-caught fish, supporting the coastal properties' menus with daily catches.
• Tribe517coreStrategic or Co-development PartnerNatural, sustainable spa product brand used for Potting Shed treatments across all PIG locations. Products selected for their natural, nourishing properties aligning with the brand's garden-to-table philosophy.
• English Wine ProducerscoreOthersStrong relationships with English vineyards and winemakers, particularly important at THE PIG-in the South Downs which has its own vineyard. Champagne houses like Ayala and Bollinger visited during staff trips.
• Local Artisan ProducersminorOthersRelationships with local cheesemakers, brewers, and other artisan food producers within the 25-mile radius that supply the restaurants.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Lime Wood Group: Operates Lime Wood and The Bell at Skenfrith, luxury country house hotels in the New Forest and Wales with strong restaurant and country-house hospitality positioning. Near-perfect overlap with THE PIG's rural boutique hotel, restaurant-led, and New Forest roots.
• Heckfield Place: Country house hotel in Hampshire with farm-to-table dining, biodynamic grounds, and a wellness offering. Highly comparable to THE PIG's Kitchen Garden philosophy, sustainability positioning, and full-service rural boutique model.
• Calcot Collection: Family-run rural hotel collection in the Cotswolds offering countryside accommodations with on-site restaurants and spa. Direct competitor in the Cotswolds segment and in the multi-property rural boutique space.
• Hotel du Vin: UK boutique hotel group owned by IHG with 16 properties, distinctive restaurant and wine-led positioning. Closest scaled UK boutique hotel competitor with overlapping urban and regional properties and bar/restaurant emphasis.
• Soho House: Global lifestyle hospitality brand with countryside properties (e.g., Soho Farmhouse in the Cotswolds) that mirror THE PIG's rural, design-led, food-forward member experience. Comparable customer profile and pricing tier.
• The Scarlet Hotel: Luxury eco-boutique hotel in Cornwall with strong spa and locally-sourced restaurant offering. Comparable to THE PIG-at Harlyn Bay in geography, sustainability credentials, and adult-oriented coastal retreat positioning.

Regional players

• Fistral Beach Hotel: Contemporary coastal hotel in Newquay, Cornwall with restaurant and spa. Comparable coastal boutique offering in the same regional southwestern market as several PIG properties.

Broad incumbents

• Belmond: Global luxury hospitality group operating heritage country hotels and the British Pullman. Comparable in heritage-building, restaurant-led luxury and premium ADR, though at a higher price tier and broader geographic scale.
• Hand Picked Hotels: UK collection of country house hotels and manor house properties. Comparable multi-property upscale UK rural hotel model with restaurant and spa components.

Emerging players

• Timberborn Hotels (The Samling, Langdale Chase): Independent boutique hotel collection in the Lake District focused on restaurant-led, design-forward properties. Similar boutique UK countryside positioning and food-led proposition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ThePigRooms
• LinkedInlinkedin.com/company/the-pig

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Pig Hotels