What Peel Hotels Plc does

Peel Hotels Plc is a UK-based hotel group that owns and operates four full-service, upper-mid-scale hotels across secondary cities and historic market towns in England. Founded in 1998 by Robert Peel through the acquisition of the Bull Hotel in Peterborough, the company listed on the London Stock Exchange's AIM market the same year and has since assembled a portfolio of approximately 337 bedrooms across the Bull Hotel in Peterborough (118 rooms, AA 4-star), the Caledonian Hotel in Newcastle (89-91 rooms), the Crown & Mitre in Carlisle (91 rooms), and the George Hotel in Wallingford (39 rooms). The portfolio is anchored by heritage assets — three of the four properties are Grade II listed buildings dating from the 16th to early 20th centuries — and the company is majority owned by the Peel family (Robert and Charles Peel together hold over 50% of issued capital).

The company operates a traditional hospitality business model with three principal revenue streams: room accommodation, food and beverage (restaurants and bars at each property), and conferencing, weddings, and events. Each hotel runs its own restaurant, bar, and conference & banqueting operations, with delegate rates ranging from £29 to £46 per person for day packages and wedding packages priced from £3,000 to £7,995. Distribution is multi-channel: direct booking via the corporate website and dedicated phone reservations (including international lines for USA, Australia, France, Germany, Spain, and Japan), supplemented by GDS connectivity through Amadeus, World-Span, Sabre, and Galileo for travel agent and tour operator bookings, and a Best Western Sure Hotel Collection soft-brand affiliation for the Bull Hotel. Pricing is unit-based and varies by property, room type, and season.

The strategic posture of the company is currently in exit mode. In March 2026, Chairman Robert Peel, who founded the firm and previously built Mount Charlotte Hotels (later Thistle Hotels) into the UK's second-largest hotel group, engaged Christie & Co to market all four properties for sale individually or as a group as part of his retirement planning. The company continues to operate its hotels and maintain its existing distribution and product packaging while the sale process is underway. The management team is small (Executive Chairman, Finance Director, and one Non-executive Director at the board level, plus property-level General Managers), employing between 251 and 500 staff across the four sites.

Name

Peel Hotels Plc

Legal name

Peel Hotels Ltd

Website

https://peelhotels.co.uk

Company type

Public

Founded year

1998

Operating status

Operating

Headcount range

251–500 employees

Short description

Peel Hotels Plc is a UK-based, family-controlled hotel group operating four historic 4-star full-service hotels (approximately 337 bedrooms) across Peterborough, Newcastle, Carlisle, and Wallingford, serving business, leisure, wedding, and conference customers under a multi-channel direct and GDS-distributed model.

Ownership category

akta.pro rank

Product category

Hotels & Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111)

SIC

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

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industries

Urban & Downtown Full-Service Hotels (THAGAAAA), Corporate Conference Center Hotels (THAGALAF)

Keywords

• UK city hotels
• Historic hotel group
• Conference banqueting venues
• Wedding venue packages
• Independent hotel operator

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Room Revenue: Primary revenue stream from hotel room bookings across four UK properties. Occupancy and ADR drive revenue, with individual and corporate bookings.
2. Food & Beverage: Restaurants, bars, and dining services at each hotel including The Brasserie, Bull Bar, room service, and catering for events.
3. Conference & Events: Conference facilities, meeting room hire, and event hosting including weddings, private dining, and corporate events. Revenue from day delegate packages, 24-hour residential rates, and function room hire.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Peel Hotels Plc owns and operates four UK city-centre hotels (Bull Hotel Peterborough, Caledonian Hotel Newcastle, Crown & Mitre Hotel Carlisle, George Hotel Wallingford) offering overnight accommodation, on-site restaurants and bars, conference and banqueting facilities, and licensed wedding and civil-ceremony venues. The group sells these services directly through its website and reservation lines, through a Central Conference Desk and on-site sales teams, and indirectly through Amadeus/Sabre/World-Span/Galileo for travel agents.

Product overview

Peel Hotels Plc operates as a hotel group owning four distinct hotel properties across the United Kingdom: the Bull Hotel in Peterborough (118 bedrooms, 4-star AA recognised), Caledonian Hotel in Newcastle (89-91 bedrooms, 4-star), Crown & Mitre Hotel in Carlisle (91 bedrooms), and George Hotel in Wallingford (39 bedrooms, 16th-century Coaching Inn). Each hotel functions as a core product offering accommodation, dining (restaurants and bars), conference and meeting facilities, and wedding/event services. The group provides tailored conference packages across all properties with varying delegate rates and room capacities. Individual hotel properties also offer special event packages including romantic breaks, Christmas residential packages, and wedding celebration packages. The company is majority owned by Robert and Charles Peel and operates from London with a focus on traditional hotel keeping values combined with modern traveller requirements.

Differentiator

Problem solved

Functional benefit

Products and services

• Bull Hotel Peterborough 118-bedroom hotel in Peterborough city centre; Peterborough's only AA-recognised four-star hotel, offering The Brasserie restaurant, Bull Bar, conference and banqueting suites (Broadway Suite, Cardinal, Lincoln) and wedding venues.
• Caledonian Hotel Newcastle 89-91 bedroom recently refurbished hotel in Jesmond, Newcastle, featuring Georgian architecture with contemporary interiors, Phoenix Bar and Restaurant, eight conference suites, free parking with EV charging, and wedding packages.
• Crown & Mitre Hotel Carlisle 91-bedroom Edwardian hotel in central Carlisle with Ballroom (up to 400 delegates), multiple function suites, on-site swimming pool, secure parking, and wedding facilities.
• George Hotel Wallingford 16th-century coaching inn in Wallingford with 39 sympathetically extended bedrooms, Sir John Hedges Suite (up to 120 delegates), civil ceremony licence, free parking with EV charging, and the Tavern Bar + Kitchen.
• The Brasserie (Bull Hotel) Restaurant at The Bull Hotel serving contemporary and traditional dining using locally sourced ingredients; open to hotel guests and walk-in diners for breakfast, lunch and dinner.
• The Bull Bar (Bull Hotel) Bar at The Bull Hotel offering snacks and meals throughout the day, a full selection of wines, spirits and chilled beers, with regular live music events.
• Phoenix Bar & Restaurant (Caledonian Hotel) Casual dining venue at The Caledonian Hotel featuring creative cocktails, a full bar, a heated outdoor terrace, and a restaurant serving British favourites and international classics.
• Billabong Bar (Caledonian Hotel) Sports bar at The Caledonian Hotel with UHD TVs showing Sky Sports and BT Sports, a fully-stocked bar and bar snacks.
• Mitre Bar & Peace and Plenty Restaurant (Crown & Mitre) Dining venues at The Crown & Mitre Hotel serving English and Continental cuisine, with 24-hour room service available.
• Tavern Bar + Kitchen (George Hotel) Traditional pub at The George Hotel with exposed beams, open log fire, local craft ales, traditional pub meals, and a heated courtyard garden seating up to 80 guests.
• Conference & Meeting Packages (Bull Hotel) Conference and banqueting packages at The Bull Hotel including 8-hour day delegate rate from £35 per person and 24-hour residential delegate rate from £160 per person, with five conference rooms accommodating up to 250 delegates.
• Conference & Meeting Packages (Caledonian Hotel) Conference packages at The Caledonian Hotel with three tiers (Standard £29, Business £35, Executive £45) and a 24-hour rate of £135, across eight conference suites with capacities up to 100 theatre style.
• Conference & Meeting Packages (Crown & Mitre Hotel) Conference and banqueting packages at The Crown & Mitre Hotel with day delegate rates from £31 (Standard) to £37 (Business Class) per person and 24-hour rates from £120, accommodating up to 400 delegates across the Ballroom and multiple syndicate rooms.
• Conference & Meeting Packages (George Hotel) Conference packages at The George Hotel with day delegate rate from £46 per person and 24-hour residential rate from £195, in the Sir John Hedges Suite accommodating up to 120 delegates with AV equipment including a 55-inch flat screen TV.
• Wedding Packages (Caledonian Hotel) Wedding packages at The Caledonian Hotel: Petite £3,000 (30 day/60 evening), Elegant £5,500 (60 day/100 evening), Grand £7,995 (80 day/120 evening), and 2023 Package £2,023 (40 day/60 evening), for ceremonies, receptions and on-site accommodation.

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

One partnership is on record.

• Christie & CominorChannel Partner/ Reseller/ DistributorChristie & Co is marketing four Peel Hotels properties (The George Hotel in Wallingford, The Crown & Mitre in Carlisle, The Caledonian Hotel in Jesmond, and The Bull Hotel in Peterborough) for sale, individually or as a group, as chairman Robert Peel plans for retirement.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Others

• Best Western (Great Britain): Soft-brand collection in which Peel's Bull Hotel participates via the Sure Hotel Collection. Comparable as a channel partner / brand affiliation rather than direct competitor; relevant for understanding franchise and distribution dynamics.
• Christie & Co: UK hospitality-focused property adviser currently engaged to market Peel's four properties. Included as a relevant ecosystem participant given the active disposal mandate.
• The Inn Collection Group:

Direct peers

• Macdonald Hotels & Resorts: UK regional full-service hotel and resort group with strong conference, wedding, and F&B operations. Comparable on multi-property UK footprint, 4-star positioning, and reliance on MICE revenue.
• Bespoke Hotels: UK-based soft-brand collection of independent hotels, ranging from boutique to full-service properties. Comparable as a similarly structured independent UK hotel group with strong wedding, conference, and leisure mix.
• Hand Picked Hotels: UK collection of privately owned, character-led country house and heritage hotels. Comparable to Peel Hotels on heritage-property positioning, full-service offering, and reliance on weddings, F&B, and corporate events as key revenue drivers.
• Cairn Hotel Group: Independent UK regional hotel operator with a multi-property portfolio of full-service and limited-service hotels across the UK. Closely comparable in scale, geographic footprint, and customer mix (corporate + leisure) to Peel Hotels' four-property model.

Broad incumbents

• Britannia Hotels: Large UK regional hotel group operating full-service and limited-service properties. Comparable on multi-property UK regional footprint and broad customer mix, but at materially larger scale.
• Hotel du Vin: UK boutique hotel group focused on heritage buildings, F&B, and weddings. Comparable to Peel on character-driven UK properties and F&B-led revenue mix, but at a higher price point.
• Malmaison: UK boutique upper-midscale hotel brand operating in major UK cities. Comparable as a competitor for corporate and leisure demand in Newcastle (where Peel operates the Caledonian) and as a benchmark for full-service city positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/peel-hotels-plc

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 Peel Hotels Plc