Crest Hotels

What Crest Hotels does

Crest Hotels Group is a privately owned UK hospitality company that acquires, renovates, and operates a 9-property collection of character-led hotels across England and Wales. Founded in 2018 with the acquisition of the Grade I listed Feathers Hotel in Ludlow, the group has expanded through acquisitions (Park House Hotel in Shifnal, 2021; Imperial Hotel in Tenby) and now operates 674 bedrooms with a workforce of over 400 colleagues. Properties span coastal (Imperial Hotel Tenby), countryside (Metropole Hotel in Mid Wales), Georgian manor (Avisford Park, 60 acres), historic Tudor (Feathers), and motorway-interchange formats (Almondsbury, Knowsley), with revenue drawn from accommodation, food and beverage, MICE/day delegate packages, weddings, corporate retreats, and gift vouchers.

The group monetises through direct consumer bookings via individual hotel websites and the central cresthotelsgroup.com platform, a dedicated in-house sales team handling corporate accounts and events, partner-driven group tour and motoring club packages, and a December 2025 digital gift voucher platform via Giftpro. Pricing is unit-based and varies by property, season, and package — examples include day delegate rates from £18pp (Knowsley Inn) and £29.95pp festive DDR (Arnos Manor), Valentine's wedding packages from £1,995 for 25/50 guests, and corporate retreat exclusive hire from £6,995. Customer segments are intentionally horizontal: leisure travellers, corporate/business accounts, wedding couples, group tour operators, motoring enthusiast groups, and UK registered charities.

The technology stack is light and third-party-dependent: a hotel property management and booking system across all properties, the Giftpro digital gifting integration (including personalised video reel messaging), and a Starbucks on-site coffee service at Almondsbury Inn. Marketing is conducted through the central website, individual hotel sites, email newsletter, organic SEO, and local event partnerships (Camp Bestival, Beatleweek, Bristol Balloon Festival). Leadership comprises Jason Hiley (Managing Director), Mark Wylde (Director of Guest Experience), and Kaye Wilson (Group Director of Sales); the company is privately held with no disclosed parent, no venture capital or private equity backing, and no public financial reporting.

Name

Crest Hotels

Legal name

Crest Hotels Group

Website

https://cresthotelsgroup.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Crest Hotels Group is a privately owned UK hospitality company that owns and operates 9 character-led hotels across England and Wales, comprising 674 bedrooms and over 400 colleagues. It serves leisure travellers, corporate clients, wedding couples, group tour operators, and motoring enthusiasts through direct bookings, an in-house sales team, and partner channels.

Ownership category

akta.pro rank

Product category

Hotel Accommodation & Hospitality Services

NAICS

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

SIC

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

akta.pro industry

PRIMARYTHAGAAAD

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

Travel & Hospitality/Lodging & Accommodation/Hotels (Full-Service)

SECONDARYTHAGACAF

Heritage & Palace Luxury Hotels

Travel & Hospitality/Lodging & Accommodation/Luxury Hotels & Resorts

SECONDARYTHAGACAG

Luxury Wellness & Spa Resorts

Travel & Hospitality/Lodging & Accommodation/Luxury Hotels & Resorts

SECONDARYTHAGALAC

Resort Convention Hotels

Travel & Hospitality/Lodging & Accommodation/Convention & Conference Hotels

SECONDARYTHAGAAAI

Beachfront & Coastal Full-Service Hotels

Travel & Hospitality/Lodging & Accommodation/Hotels (Full-Service)

Keywords

• Hotel accommodation services
• Corporate meeting venues
• Wedding venue packages
• Hospitality management
• Leisure hotel stays

Headquarters

HQ city

Bristol

HQ country

United Kingdom

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation: Room revenue from 674 total bedrooms across 9 unique hotels. Individual hotel bookings with varying rates based on property, season, and room type.
2. Meetings, Conferences & Events (MICE): Corporate day delegate rates, meeting room hire, conference facilities, and event spaces across the portfolio. Includes festive DDR packages from £29.95pp and delegate rates from £18pp.
3. Wedding Packages: Wedding packages including Valentine's Wedding Package from £1995 for 25-50 guests, with ceremony, reception, dining, and accommodation options at 5 venues.
4. Gift Vouchers: Digital and printed gift vouchers redeemable across participating Crest Hotels for stays, dining, spa treatments, and experiences.
5. Food & Beverage: On-site restaurants, bars, lounges, afternoon tea, Sunday lunches, and festive dining experiences at each property.
6. Corporate Retreats: Bespoke team-building packages including overnight stays, activities, dining. Imperial Hotel exclusive hire from £6,995 for up to 50 guests.

Pricing tiers

Go-to-market motion4 records

Distribution channels5 records

Marketing channels6 records

Core offering

Crest Hotels Group operates a collection of 9 uniquely positioned hotels across England and Wales, offering accommodation (674 bedrooms total), on-site dining, meetings and conference facilities, wedding venues, corporate retreats, and seasonal events. The portfolio spans coastal, countryside, historic manor, and modern interchange settings, with properties ranging from 42 to 140 bedrooms.

Product overview

Crest Hotels Group operates a collection of 9 privately unique hotels across the UK, each independently positioned with distinct character, spanning England and Wales. The portfolio includes the Imperial Hotel (coastal Tenby), Feathers Hotel (historic Ludlow), Metropole Hotel & Spa (Mid Wales), Avisford Park Hotel (West Sussex), Tiverton Hotel (Devon), Park House Hotel (Shropshire), Knowsley Inn & Lounge (Liverpool), Almondsbury Inn & Lounge (Bristol), and Arnos Manor Hotel (Bristol). Properties range from 42 to 140 bedrooms. The group's broader offering spans guest accommodation, food and beverage (including on-site Starbucks at Almondsbury), digital gift vouchers (via Giftpro platform), MICE and corporate day delegate rate packages, weddings (with dedicated packages including Valentine's), corporate retreats, and festive/seasonal events. The collection targets leisure, corporate, and wedding segments across the UK.

Differentiator

Problem solved

Functional benefit

Products and services

• Imperial Hotel (Tenby) A coastal sea-view hotel in Tenby, Pembrokeshire, set within the ancient stone fortifications, offering 52 en-suite bedrooms, the Essence restaurant, and a new spa facility. Targets leisure travellers, weddings, and corporate retreats.
• Feathers Hotel (Ludlow) A Grade I listed hotel in Ludlow originally built in 1619, with 42 en-suite bedrooms, The Plume AA Rosette restaurant, cocktail bar, afternoon tea rooms, and historic event rooms for meetings and weddings.
• Metropole Hotel & Spa A Visit Wales 4-star graded hotel and spa in Llandrindod Wells within the Elan Valley and Cambrian countryside, with 109 en-suite bedrooms, two restaurants, a spa, and event spaces for up to 300 guests. Hosts prestigious motoring group gatherings.
• Avisford Park Hotel A Georgian manor house hotel near Arundel, West Sussex, on approximately 60 acres, with 140 en-suite bedrooms, 15 meeting/function rooms, restaurant, bar, and extensive leisure facilities including gym, squash court, pools, tennis courts, and a golf course.
• Tiverton Hotel A 69-bedroom hotel in Mid-Devon on 2.5 acres of mature gardens with flexible conference and banqueting suites for up to 200 guests, the Gallery restaurant, and ample free parking.
• Park House Hotel An elegant 54-bedroom hotel in Shifnal, Shropshire, originally two 17th century country houses, blending modern amenities with traditional features and offering meeting, conference, wedding, and function facilities.
• Knowsley Inn & Lounge An 86-bedroom smart hotel near Liverpool just off the M57, ideal for football fans and visitors to Aintree Racecourse and Knowsley Safari Park, with a Technogym and Social Space following a £1m 2019 refurbishment.
• Almondsbury Inn & Lounge A 57-bedroom hotel north of Bristol near M5 Junction 16 and M4 Junction 20, with a stylish refurbished lounge serving an all-day menu and Starbucks coffee, plus a mini gym.
• Arnos Manor Hotel An 18th century manor house hotel near Bristol city centre with 73 elegant rooms, refurbished lounge and dining areas serving afternoon tea and Mediterranean-inspired dinner, and adaptable function rooms for weddings, events, and conferences.
• Crest MICE (Meetings, Incentives, Conferences & Events) Meeting and conference facilities across all 9 hotels with state-of-the-art meeting spaces, high-speed internet, flexible seating, professional event planning services, and quarterly-refreshed Corporate DDR (Day Delegate Rate) packages from £18pp.
• Corporate Retreat Packages Bespoke team-building corporate retreats at selected Crest Hotels with tailored activities (water sports, wine tasting, yoga, bushcraft), partnered with over 15 local experience companies including Elan Valley Lodge, Black Mountain Adventure, and Kerry Vale Vineyard.
• Valentine's Wedding Package Wedding package available at 5 venues including red carpet arrival, Bucks Fizz arrival drink, 3-course wedding breakfast, Prosecco toast, evening buffet for 50 guests, resident DJ, and complimentary wedding night accommodation.
• Digital Gift Vouchers Giftpro-powered digital gift vouchers redeemable across the Crest Hotels collection for stays, dining, spa treatments, and experiences, with personalised video messaging and printed fulfilment options.
• Crest Christmas & Festive Events Seasonal festive packages across the hotel collection including Joiner Party Nights (up to 250 guests), Private Party Nights, Festive Lunches, Christmas Day lunch, Boxing Day dining, Festive Afternoon Tea, and New Year's Eve celebrations.

Quantifiable outcome

• £3m major renovation completed at Imperial Hotel Tenby
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• GiftprocoreTechnology or Integration · 19 December 2025Partnership with Giftpro, a leading digital gifting platform, to enable guests to purchase and redeem gift vouchers seamlessly across the group's collection. Features include personalised video reel messaging and full printed voucher fulfilment service with bespoke packaging.
• Elan Valley LodgeminorStrategic or Co-development PartnerLocal experience company partnered with Metropole Hotel for corporate retreats and team-building packages in Wales.
• Black Mountain AdventureminorStrategic or Co-development PartnerAdventure experience company providing team-building activities including guided walks, astronomy tours, wine tasting, and ziplining for corporate retreats.
• Kerry Vale VineyardminorStrategic or Co-development PartnerLocal vineyard partnership providing wine tasting experiences as part of corporate retreat packages at Metropole Hotel.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Hand Picked Hotels: Collection of country house hotels and coastal retreats across the UK, with heritage architecture and spa/leisure facilities comparable to Crest's Feathers, Arnos Manor, and Imperial properties. Direct overlap in wedding, leisure, and small-meeting segments.
• Bespoke Hotels: UK collection of independently spirited hotels and serviced apartments, with a similar portfolio strategy of curating character-driven properties rather than operating a standardised chain. Closest direct comparable in scale and positioning to Crest's 9-property collection.
• Red Carnation Hotels: Family-owned collection of luxury hotels in the UK, Ireland, and South Africa including The Milestone and The Rubens. Comparable in private family ownership, heritage positioning, and focus on character-rich luxury leisure and event venues.
• Iconic Luxury Hotels: UK portfolio of luxury heritage hotels including Cliveden House and 11 Cadogan Gardens, with strong heritage-property positioning comparable to Crest's Feathers and Arnos Manor assets. Direct peer in the heritage/luxury leisure segment.
• Eden Hotel Collection: Family-owned UK collection of award-winning hotels and spa venues, similar in private ownership, heritage-led positioning, and focus on distinctive regional properties. Operates at comparable scale with overlapping wedding and leisure segments.
• The Hotel Folk: Independent UK hotel collection operating character-led properties in regional destinations with wedding and leisure focus. Comparable in privately-owned, regionally diversified portfolio strategy.
• The Inn Collection Group: North of England-focused hospitality group operating inns, pubs with rooms, and hotels in market towns and destinations. Comparable in private ownership profile and regional UK positioning, with similar wedding and leisure segment exposure.

Emerging players

• Bovey Castle: Single-asset heritage luxury hotel in Devon with strong leisure, wedding, and country pursuits positioning. Comparable as a regional heritage property in the same geographic footprint as several Crest holdings (Tiverton, Park House, Imperial), illustrating the type of asset Crest could acquire or compete against.

Broad incumbents

• Macdonald Hotels & Resorts: Larger UK regional hotel chain operating 50+ properties across England, Scotland, and Wales with significant spa and golf resort holdings. Overlaps with Crest in regional full-service positioning but at materially greater scale and with a broader branded portfolio.
• QHotels: UK collection of 4-star golf and spa resorts with strong MICE and wedding focus, comparable to Crest's Metropole and Avisford Park MICE-driven assets. Larger and more institutionalised, serving as a scaled comparable for Crest's MICE vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/crest-hotels

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Crest Hotels