Active Hospitality
Active Hospitality is a privately held UK hotel management company that owns and operates three heritage hotels across southern England and provides third-party hotel management and development services to property owners, targeting corporate, leisure, and wedding customers.
- Company typePrivate
- Founded2016
- HeadquartersBracknell, United Kingdom
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Active Hospitality does
Active Hospitality is a privately held UK hotel management company founded in 2016 and headquartered in Bracknell, operating three owned heritage hotels in southern England — Easthampstead Park (Berkshire, 92 bedrooms, 90-acre parkland), Gorse Hill (Surrey, 67 bedrooms, 17 acres), and Villiers Hotel (Buckingham, 49 bedrooms, a 400-year-old coaching inn) — alongside East Park Gym (Berkshire), Dukes Steakhouse & Bar, the Laura Ashley Tea Room, and The King Suite event space. The company's revenue rests on three pillars: owned venue operations (rooms, F&B, weddings, conferences, corporate transient stays, gym memberships), third-party hotel management contracts (fees of the greater of 3% of gross revenue plus 10% of EBITDA or a £120,000 annual minimum), and project-based hotel development services (3% of development costs, plus separately negotiated pre-development fees).
The operating model targets three customer sets: corporate and public-sector clients using weekday meeting and conferencing facilities; individual leisure guests and wedding parties using weekend capacity; and hotel owners and investors seeking a third-party operator with a credible UK track record. The Partners/Shareholders previously owned and developed major UK hospitality platforms including Malmaison, Hotel du Vin, DeVere Venues, DeVere Hotels & Resorts, Village Urban Resorts, Greens Health & Fitness, MWB Business Exchange, and Searcy Restaurants & Bars, and the company markets this depth of experience as its primary differentiator versus larger corporate management groups.
Distribution combines direct enterprise sales to property owners (relationship-led, with a strategic master business plan produced as a pre-signing deliverable) with direct-to-consumer digital channels: per-venue websites, SEO, social media (Facebook, Instagram, LinkedIn), and dedicated online gift voucher platforms at each hotel, plus GymFlex for corporate gym memberships. There is no proprietary technology platform; the offering is operations- and expertise-led rather than software-led.
Active Hospitality firmographics
Firmographics- Name
- Active Hospitality
- Legal name
- Active Hospitality
- Website
- https://active-hospitality.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Active Hospitality is a privately held UK hotel management company that owns and operates three heritage hotels across southern England and provides third-party hotel management and development services to property owners, targeting corporate, leisure, and wedding customers.
- Ownership category
- akta.pro rank
Active Hospitality industry classification
Industry- Product category
- Hotel Management and Hospitality Services
- NAICS
- Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)
- SIC
- Hotels & Motels (7011), Real Estate Agents & Managers (For Others) (6531)
- akta.pro primary industry
- Business & Corporate Full-Service Hotels (THAGAAAE)
Keywords
Where Active Hospitality is headquartered
LocationHeadquarters
- HQ city
- Bracknell
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
Active Hospitality business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D
Revenue model
- Hotel Management Contracts: Active Hospitality earns fees from managing third-party hotel properties under management agreements. Fees are structured as the greater of 3% of gross revenue plus 10% of EBITDA, or a minimum annual fee of £120,000. This provides recurring management fees with performance upside through EBITDA participation.
- Hotel Development Services: The company charges for comprehensive development services including feasibility studies, project management, planning coordination, contractor tendering, and finished product launch. Development Project Monitoring Fees are charged at 3% of development costs, with planning and pre-development fees negotiated separately. This is a project-based, one-time revenue stream.
- Owned Venue Operations: Active Hospitality operates its own portfolio of hotels and venues (Easthampstead Park, Gorse Hill, Villiers Hotel, East Park Gym), generating revenue from room bookings, food and beverage, meetings and events, weddings, and gym memberships. Revenue is primarily transaction-based and recurring from overnight stays, dining, and events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Annual | Third-Party Hotel Management Agreement |
| Transaction based/ take rate | Pay-as-you-go | Development Project Monitoring |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Active Hospitality product offering
Product offeringCore offering
Active Hospitality owns and operates a portfolio of UK hotels and venues — Easthampstead Park (Berkshire, 92 bedrooms), Gorse Hill (Surrey, 67 bedrooms), Villiers Hotel (Buckingham, 49 bedrooms), and East Park Gym (Berkshire) — delivering room nights, meetings, weddings, food and beverage, and fitness services directly to consumers. The company also provides third-party hotel management contracts covering sales, marketing, revenue management, e-commerce, finance, operations, IT, HR, training, and compliance, alongside hotel development services from feasibility through to opening day for external owners and investors.
Product overview
Active Hospitality is a UK hotel management company operating a portfolio of owned and managed hospitality venues across southern England. The core offering consists of four distinct properties: Easthampstead Park Hotel (Berkshire country house with 92 bedrooms and extensive event facilities), Gorse Hill Hotel (Surrey Edwardian manor with 67 bedrooms and 17 acres of grounds), Villiers Hotel (historic 400-year-old coaching inn in Buckingham with 49 bedrooms), and East Park Gym (premium fitness studio with classes and outdoor facilities). These properties share common services including meeting and conference venues, wedding facilities, and food and beverage outlets. The company also operates The King Suite as a flagship event space within Easthampstead Park, and Dukes Steakhouse and the Laura Ashley Tea Room as branded dining venues at Villiers Hotel. Beyond owned venues, Active Hospitality offers third-party hotel management contracts and hotel development services to external owners and investors. Gift vouchers are available across all three hotels for experiences ranging from afternoon tea to overnight stays.
Differentiator
Problem solved
Functional benefit
Brands
- Dukes Steakhouse: A classic British steakhouse at the heart of Villiers Hotel in Buckingham, offering expertly cooked British beef, generous sides and a warm, traditional setting.
- East Park Gym
- The King Suite
Products and services
- Easthampstead Park Hotel A Grade II listed Victorian country house hotel set in nearly 90 acres of Berkshire parkland between Bracknell and Wokingham, offering 92 stylish bedrooms, 20 flexible meeting spaces hosting up to 500 guests, and grounds for weddings and events.
- Gorse Hill Hotel An Edwardian manor hotel near Woking, Surrey, featuring 67 renovated bedrooms, 17 acres of grounds, 13 flexible meeting and event spaces hosting up to 200 guests, a restaurant and bar, and a contemporary fitness offering.
- Villiers Hotel A historic 400-year-old coaching inn in Buckingham town centre with 49 characterful bedrooms, the Laura Ashley Tea Room for afternoon tea, nine flexible event spaces hosting up to 200 guests, the AA Rosette Dukes Steakhouse & Bar, and a licensed historic ballroom for weddings.
- East Park Gym A premium gym and fitness studio in Berkshire offering state-of-the-art equipment, group fitness classes including boot camp, spin, AMRAP, boxercise, yoga and pilates, outdoor gym facilities (EP Box), a dedicated yoga/pilates studio (The Canopy), and corporate memberships via the GymFlex platform.
- Third-Party Hotel Management Services Full-service hotel management for third-party owners including group sales, group marketing, bedroom revenue management, e-commerce, financial management, operational and cost control, IT and telephony solutions, group purchasing, HR and training, and legislation support, with fees of 3% gross revenue and 10% EBITDA or a minimum of £120,000 annually.
- Hotel Development Services Comprehensive hotel development services including strategic business planning, project management, land and planning coordination, feasibility and due diligence, contractor tender coordination, building refurbishment or new build oversight, and finished product launch, with monitoring fees at 3% of development costs.
- Gift Vouchers Online gift vouchers available for Easthampstead Park, Gorse Hill, and Villiers Hotel, covering experiences such as afternoon tea, three-course meals, and overnight stays, purchasable online with personalisation options.
Companies that use Active Hospitality
Customer profileSegments3 records
Ideal customer profiles3 records
Active Hospitality technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Active Hospitality partnerships and signals
Strategic signalScale indicators10 records
Recent moves6 records
Expansion highlights5 records
Active Hospitality competitors and assessment
Company assessmentDirect peers
- Exclusive Collection: UK country house hotel and venue operator (including Pennyhill Park, Royal Berkshire) focused on weddings, conferences, and high-end leisure. Directly competes with Easthampstead Park and Gorse Hill for corporate events and weddings in southern England.
- Bespoke Hotels: UK hotel management company operating and managing a portfolio of four- and five-star hotels across the country, including third-party management contracts. Closest direct comparable as a multi-property UK operator offering both owned and managed hotel services.
- Cairn Group: Independent UK hotel operator with owned and managed hotels, inns, and restaurants across the country. Targets similar corporate and leisure segments and combines F&B, events, and accommodation in mixed-use properties.
- Village Hotels: UK urban-resort hotel group combining bedrooms with health clubs, F&B, and conferencing under one roof. Built and operated by Active Hospitality's founding partners previously; the multi-use facility model (rooms + fitness + F&B + events) is directly comparable.
- Greens Health and Fitness: Health and fitness club chain in the UK previously developed by Active Hospitality's principals. Directly comparable to the East Park Gym business line in terms of facilities, membership model, and gym-F&B pairing strategy.
- Hand Picked Hotels: UK collection of country house and spa hotels focused on leisure, weddings, and meetings in distinctive heritage properties. Operates a similar small-portfolio, high-touch, full-service model across England with comparable average property scale.
- Malmaison & Hotel du Vin: Boutique UK hotel and restaurant collections developed by Active Hospitality's founders prior to founding the current company. Same principal team, similar full-service, design-led hotels with strong F&B orientation; comparable customer base and property positioning.
- DeVere Hotels & Resorts: UK collection of country house and city hotels with strong meeting, events, and conferencing focus. Active Hospitality's principals previously owned and operated DeVere, making it the closest historical and operational analogue in target customer, property type, and management style.
Regional players
- Arora Group Hotels: Privately held UK hospitality group operating full-service hotels near major transport hubs in southern England. Comparable property mix and reliance on corporate transient, meetings, and events demand.
Broad incumbents
- Aimbridge Hospitality EMEA: Largest independent hotel management company in the UK and globally, with broad full-service and conference/event portfolios. A scaled competitor for third-party management contracts that Active Hospitality is targeting with its fee-based offering.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Active Hospitality social profiles
Digital presenceActive Hospitality financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active Hospitality leadership team
Management profileNumber of profiles
Profiles5 records
Active Hospitality funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active Hospitality M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Active Hospitality
What does Active Hospitality do?
Active Hospitality owns and operates a portfolio of UK hotels and venues — Easthampstead Park (Berkshire, 92 bedrooms), Gorse Hill (Surrey, 67 bedrooms), Villiers Hotel (Buckingham, 49 bedrooms), and East Park Gym (Berkshire) — delivering room nights, meetings, weddings, food and beverage, and fitness services directly to consumers. The company also provides third-party hotel management contracts covering sales, marketing, revenue management, e-commerce, finance, operations, IT, HR, training, and compliance, alongside hotel development services from feasibility through to opening day for external owners and investors.
Is Active Hospitality a public or private company?
Active Hospitality is a private company. It is classified as management employee owned and is currently operating.
When was Active Hospitality founded?
Active Hospitality was founded in 2016. It employs 101 to 250 people.
Where is Active Hospitality based?
Active Hospitality is headquartered in Bracknell, United Kingdom, in the Europe region.
How does Active Hospitality make money?
Three revenue lines are on record. Hotel Management Contracts are the primary driver. The others are hotel Development Services and owned Venue Operations.
Who are Active Hospitality's main competitors?
Direct peers on record are Exclusive Collection, Bespoke Hotels, Cairn Group, Village Hotels, Greens Health and Fitness, Hand Picked Hotels, Malmaison & Hotel du Vin and DeVere Hotels & Resorts. Arora Group Hotels is listed as a regional player. Aimbridge Hospitality EMEA is listed as a broad incumbent.
Does Active Hospitality have an API?
No public API is recorded for Active Hospitality.
What industry is Active Hospitality in?
Active Hospitality's product category is Hotel Management and Hospitality Services. Its primary akta.pro industry code is THAGAAAE, Business & Corporate Full-Service Hotels. Its NAICS code is 72111 and its SIC code is 7011.