The Elms

What The Elms does

The Elms Hotel & Spa is a privately held boutique country manor hotel located in Abberley, Worcestershire, UK, operating a single integrated hospitality property under the registered 'The Elms™' trademark and parent holding company Gemini Properties. The company offers individually styled accommodation across rooms and suites priced from £170 to £650 per night, complemented by the award-winning Greenhouse Spa (featuring an indoor/outdoor hydrotherapy pool, treatment rooms, fitness suite, and spa memberships from £180/month), the Badgers restaurant serving contemporary British cuisine, afternoon tea, private dining for up to 40 guests, and the off-site The Elms at Home catering service. The portfolio extends into seasonal Christmas packages and gift vouchers distributed through a dedicated gifting platform.

The underlying technology stack is centred on the Journey™ booking and content platform, which powers the company's direct-to-consumer website, real-time room and spa availability, and restaurant table reservations. Payments are processed through Gemini Properties merchant accounts. Distribution is direct-first: the website and Journey booking portal carry a best-price guarantee with 10–20% direct-booking discounts and complimentary breakfast, deliberately limiting OTA dependency. Marketing is digital-led, with Instagram organic social, an email newsletter, and SEO supporting the direct funnel.

The company monetises through a diversified mix of one-time transactions (accommodation, F&B, spa days, treatments, private events) and recurring subscriptions (spa memberships at single, joint, and children's tiers). Its customer base spans couples and romance seekers, families, spa and wellness enthusiasts, food and dining guests, and corporate/private event buyers. The property is part of a small related-property group referred to on the website as 'Our family', which includes Checketts and The Ombersley Collection, all under common ownership. The company employs 71 staff and operates with no disclosed funding, no AI/ML capabilities, and no publicly reported financial figures.

Name

The Elms

Legal name

The Elms Hotel & Spa

Website

https://theelmshotel.co.uk

Company type

Private

Operating status

Operating

Headcount range

51–100 employees

Short description

The Elms Hotel & Spa is a privately held boutique country manor hotel in Worcestershire, UK, offering individually styled accommodation (£170–£650/night), the Greenhouse Spa, Badgers restaurant, private dining, and spa memberships to couples, families, wellness guests, dining guests, and corporate groups.

Ownership category

akta.pro rank

Product category

Boutique Hotels and Spa Hospitality

NAICS

Accommodation (721), All Other Traveler Accommodation (721199)

SIC

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

akta.pro primary industry

Country Inns & Rural B&Bs (THAGAHAD)

akta.pro secondary industries

Destination Spas & Spa Resorts (HSALAFAC), Destination Spa Resorts (THAGAMAA)

Keywords

• Luxury boutique hotel
• Country manor accommodation
• Spa and wellness
• Fine dining restaurant
• Private catering services

Headquarters

HQ city

Abberley, Worcestershire

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Hotel Accommodations: Overnight stays in individually styled bedrooms and suites ranging from Comfy Rooms (£170/night) to premium suites (£650/night). Revenue from room rentals, with pricing varying by day of week and occupancy. Includes complimentary spa access and direct booking benefits.
2. Spa Services: The Greenhouse Spa offers day packages (£150-£395+), individual treatments (£30-£220), and annual memberships (£180-£330/month). Treatments include massages, facials, and beauty services. Spa access included for overnight guests at no extra cost.
3. Food & Beverage: Badgers restaurant serves breakfast, lunch, and dinner daily. Afternoon tea offerings include classic and champagne options. Private dining for groups up to 40 guests. 'The Elms at Home' catering service for private residences (£60-£125+/person). Room service available with £5 tray charge.
4. Package Deals: Bundled stay + spa + dining packages including Midweek Spa Escape (from £263), Sleep & Dine (from £334.80), Couples Retreat (from £611), Greenhouse Getaway (from £466.80). Direct booking discounts of 10-20% for multi-night stays.
5. Spa Memberships: Annual memberships providing unlimited spa and gym access, fitness classes, discounts on F&B (10%), treatments (20%), and spa products (10%). Single membership £180/month or £1,800/year. Joint membership £330/month or £3,400/year. Children's membership £45/month.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

The Elms Hotel & Spa is a luxury boutique country manor hotel in Worcestershire that rents individually styled bedrooms and suites on a nightly basis, operates The Greenhouse Spa offering day packages, individual treatments, and annual memberships, and runs Badgers restaurant serving contemporary British cuisine for breakfast, lunch, dinner, and afternoon tea. Additional offerings include private dining for groups up to 40, off-site 'Elms at Home' private chef catering, and bundled stay-plus-spa packages.

Product overview

The Elms Hotel & Spa is a boutique country manor hotel offering a unified hospitality experience centered around luxury accommodation, wellness facilities, and award-winning dining. The core product portfolio consists of individually styled hotel rooms and suites (ranging from Comfy Rooms at £170 to the Gladstone Suite at £650), complemented by The Greenhouse Spa featuring treatment rooms, fitness facilities, and membership programs. Dining offerings include Badgers Restaurant, afternoon tea services, and private dining options. Additional revenue streams include spa day packages, special promotional offers, and The Elms at Home mobile dining service. The hotel positions itself as a small-but-mighty boutique property with artful personality woven throughout its accommodation, spa, and culinary experiences.

Differentiator

Problem solved

Functional benefit

Brands

• The Greenhouse Spa: The hotel's award-winning botanical spa offering indoor/outdoor hydrotherapy pool, sauna, steam rooms, treatment rooms, and wellness facilities.
• Badgers
• The Elms at Home

Products and services

• The Greenhouse Spa Botanical spa facility offering indoor swimming pool, indoor/outdoor hydrotherapy pool, sauna, steam rooms, experience shower, treatment rooms, relaxation room, fitness suite with LifeFitness equipment, spin studio, and HIIT workout area. Open to overnight guests (included from 3pm–11am) and day spa visitors.
• Hotel Accommodation (Rooms and Suites) Individually styled boutique hotel rooms and suites including Comfy Rooms (from £170), Splendid Rooms (from £205), Opulent Rooms (from £240), Epicurean Suite (from £300), Coach House Suites (from £369), Garden Suite (from £399), Abberley Suite (from £425), and the family Gladstone Suite (from £650). Includes complimentary spa access and breakfast when booked direct.
• Spa Treatments À la carte spa treatments including massages (from £45–£120, 30–90 min), facials (from £90–£195, 45–75 min), body treatments (from £70–£120), nails (from £35–£65), and premium offerings such as HydraFacials and the Champagne & Truffles Deluxe (£150).
• Spa Day Packages Half-day and full-day spa experiences from £150 to £395+ per person, including Twilight Evening, Early Rise, Weekend Wind Down, Midweek Spa Experience, Relax Into Summer, Twilight Spa Weekend, Love to Indulge, The Greenhouse GAIA, Laurent-Perrier, The Ultimate, and Baby Moon.
• Spa Membership Annual fitness and spa membership providing unlimited spa and gym access, fitness classes, and discounts on F&B (10%), treatments (20%), and spa products (10%). Single £180/month or £1,800/year (with £175 joining fee); Joint £330/month or £3,400/year (with £250 joining fee); Children's £45/month or £350/year.
• Badgers Restaurant Contemporary British restaurant and bar serving breakfast (8am–10:30am, £20 non-resident), lunch (12pm–4:30pm), and dinner (6:30pm–9pm), with a quirky artful design and signature dishes curated by Head Chef Steve Link.
• Afternoon Tea Classic Afternoon Tea featuring sandwiches, cakes, canapés, and scones with tea/coffee/herbal infusions, plus a Laurent-Perrier Champagne Afternoon Tea upgrade.
• Private Dining Private dining for up to 40 guests suitable for boardroom meetings, business lunches, and celebrations, with bespoke seasonal menus, curated wines, and dedicated service.
• The Elms at Home Off-site private dining experience for 8–16 guests at private residences across Worcestershire, Herefordshire, and the West Midlands, with packages from £60–£150+ per person including chef and waiting staff.
• Stay, Spa and Dining Packages Bundled overnight + spa + dining packages including Midweek Spa Escape (from £263), Sleep & Dine (from £334.80), Couples Retreat (from £611), and The Greenhouse Getaway (from £466.80), plus direct booking discounts of 10–20% off multi-night stays.
• Christmas and Festive Events Festive dining and hotel packages including Festive Private Dining Lunch (£45/person), Festive Dinner (£60/person), Christmas Package (2-night stay with Christmas Eve dinner, Christmas Day breakfast, Champagne, and buffet), and the New Year's Eve House Party with 8-course taster menu, champagne, canapés, and midnight entertainment.
• Gift Vouchers Digital gift vouchers available for purchase via the hotel's gifting platform, redeemable against spa treatments and hotel stays.

Quantifiable outcome

• Complimentary breakfast included with direct bookings, representing added value for guests
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• CheckettsminorOthersPart of 'Our family' of properties alongside The Elms. Listed as a related hospitality business under the same ownership group.
• The Ombersley CollectionminorOthersPart of 'Our family' of properties. Listed alongside Checketts as related hospitality businesses under the same ownership group.
• Journey™coreTechnology or IntegrationWebsite powered by Journey™ (journey.travel). Provides the booking technology platform for The Elms Hotel & Spa, including room reservations, spa bookings, and restaurant table reservations. The elms.onejourney.travel subdomain handles all bookings.
• Gemini PropertiesminorOthersRegistered holding company for The Elms Hotel. Payments processed on guest cards may display with the Gemini Properties name on bank statements.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Pennyhill Park Hotel & Spa: Luxury country house hotel and extensive spa in Surrey within the Hand Picked Hotels collection. Matches The Elms' combination of individually styled rooms, full-service spa, and fine-dining restaurant at a comparable UK regional-luxury price point.
• Hoar Cross Hall Spa Hotel: Spa-led country house hotel in Staffordshire combining accommodation, extensive spa facilities, and dining. Comparable to The Elms in its integrated hotel-plus-spa proposition targeting wellness and leisure guests.
• The Grove: Luxury country house hotel in Hertfordshire with spa, fine dining, and extensive event/corporate facilities. Comparable UK premium country-house product set with similar customer segments and rate structure.
• Bovey Castle: Luxury country house hotel and spa in Devon offering individually designed rooms, spa, restaurants, and on-site activities. Matches The Elms' multi-revenue country-house model and premium ADR positioning.
• Calcot Manor: Boutique country house hotel and spa in the Cotswolds offering individually styled rooms, spa, and award-winning dining — closely comparable to The Elms in scale, product mix, target customers, and ADR positioning.
• The Fish Hotel: Boutique country retreat in Worcestershire offering rooms, suites, dining, and event facilities. Direct regional competitor with overlapping target customers and product mix.
• Brockencote Hall Hotel: Worcestershire country house hotel with restaurant and event spaces. Direct local competitor to The Elms with a comparable boutique-heritage positioning and similar price points.
• Mallory Court Country House Hotel & Spa: Warwickshire-based country house hotel with spa, fine dining, and event facilities. Geographically close to The Elms and similarly positioned in the West Midlands boutique-hotel market.
• Hambleton Hall: Long-established luxury country house hotel in Rutland with restaurant and individually styled rooms. Closely comparable in heritage style, mid-sized inventory, and premium UK country-house positioning.

Broad incumbents

• Hand Picked Hotels (group): Collection of country house hotels and spa properties across the UK, several of which compete directly with The Elms. Broader incumbent with multi-property scale advantages in distribution, marketing, and group bookings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/theelmshotel
• LinkedInlinkedin.com/company/the-elms-luxury-hotel-worcestershire

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Elms