The White Swan Hotel

What The White Swan Hotel does

The White Swan Hotel is a Grade II listed hotel, public house, and restaurant located in Stratford-upon-Avon, UK, with origins dating to 1450 and a heritage interior that includes a medieval mural. The property operates 41 unique four-star bedrooms alongside traditional pub service, a restaurant, and dedicated function rooms for weddings, corporate events, and private dining. It is operated as part of the Fuller Smith & Turner (Fuller's) group, a long-established UK brewer and pub operator.

Revenue is generated from four streams: accommodation (room bookings at standard hospitality ADR and seasonal pricing), food and beverage (pub and restaurant covers), function hire (weddings, corporate and private events), and gift cards. Distribution is direct-to-consumer via the property's own booking channels, supplemented by the Fuller's Rewards Club loyalty programme, with marketing supported by a 360 virtual tour. The technology layer is a standard hospitality property management system (PMS) with no proprietary features; customer-facing technology is limited to conventional booking, loyalty, and gift card systems.

The team comprises 47 employees covering front-of-house, housekeeping, kitchen, and event coordination. Third-party endorsements include the Hitched Wedding Awards 2026 and the Green Tourism Gold Award, and operational investments include on-site EV charging via Pod Point and a recurring Live Jazz events programme. The business does not disclose revenue, ADR, or occupancy data.

Name

The White Swan Hotel

Legal name

Fuller Smith & Turner

Website

https://white-swan-stratford.co.uk

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

The White Swan Hotel is a Grade II listed 41-bedroom hotel, pub, and restaurant in Stratford-upon-Avon, operated by Fuller's. It serves leisure tourists, wedding hosts, corporate clients, and local diners via accommodation, food and beverage, and function hire.

Ownership category

akta.pro rank

Product category

Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Full-Service Restaurants (722511), Drinking Places (Alcoholic Beverages) (7224)

SIC

Hotels & Motels (7011), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Urban & Downtown Full-Service Hotels (THAGAAAA)

akta.pro secondary industries

Hotel & Resort Restaurants (THAFACAH), Lounge Bars & Hotel Bars (THAFAEAI)

Keywords

• Historic hotel accommodation
• Pub and restaurant dining
• Wedding venue services
• Corporate event hosting
• Hospitality guest services

Headquarters

HQ city

Stratford-upon-Avon

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hotel Accommodation: Revenue from 41 unique four-star bedrooms with varying room types (Character, Grand Double, Classic Double, Cosy Double, Cosy Character, Classic Twin, Grand Twin, Accessible Rooms). Includes bed and breakfast packages and promotional stay packages (Lazy Sunday, Indulge Yourself, Cosy Tea Break).
2. Food & Beverage: Restaurant dining, bar sales, afternoon tea service, seasonal menus, prix fixe menu, Sunday roasts, and special event dining. Also includes promotional offers like Fish & Chips Tuesday and Steak Thursdays.
3. Function & Event Hire: Revenue from hiring function rooms for weddings, corporate events, business meetings, celebrations, and private dining. Spaces include Capulet Room (up to 30 seated), Montague Room, and combined Capulet & Montague Suite (up to 81 seated/100 standing).
4. Gift Cards: Fuller's gift cards sold for use at the hotel, allowing customers to purchase food, drink, and experiences as gifts.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The White Swan Hotel operates a 41-bedroom four-star historic hotel combined with a pub, restaurant, and bar in central Stratford-upon-Avon. It also hosts weddings, corporate meetings, private celebrations, and afternoon tea in its licensed function rooms (Capulet and Montague Suite). Revenue is generated through room bookings, food and beverage service, and event hire.

Product overview

The White Swan Hotel is a historic hotel, pub, and restaurant in Stratford-upon-Avon offering a unified hospitality experience. The core offerings include 41 unique four-star bedrooms (Character Rooms, Grand Rooms, Classic Rooms, Cosy Rooms, and Accessible Rooms) with dining services featuring seasonal menus, a fully stocked bar with cask ales and wines, and extensive function spaces (Capulet & Montague Suite, Capulet Room, Montague Room). The hotel provides event services including weddings (Hitched Wedding Awards 2026 winner), business meetings with AV equipment, corporate events, private dining, and celebrations. Additional offerings include afternoon tea (£24.50), weekly promotions (Fish & Chips Tuesday, Steak Thursdays, Wine Sunday, Fizz Friday), Christmas seasonal menus and events, and loyalty programme (Fuller's Rewards Club). Room packages include Lazy Sunday, Indulge Yourself, and Cosy Tea Break. The hotel dates to 1450 and features historic features including a medieval mural and Grade II listed building status.

Differentiator

Problem solved

Functional benefit

Products and services

• Hotel Accommodation (41 bedrooms) 41 unique four-star bedrooms (Character, Grand Double, Classic Double, Cosy Double, Cosy Character, Classic Twin, Grand Twin, Accessible Rooms) with Egyptian cotton linen, 1600 pocket sprung mattresses, Molton Brown toiletries, air conditioning, and en-suite bathrooms for leisure and business travellers visiting Stratford-upon-Avon.
• Restaurant Dining Restaurant dining service offering seasonal menus prepared on site from scratch, including Sunday roasts, pub classics, prix fixe menus, and afternoon tea for walk-in guests, local diners, and hotel residents.
• Bar Service Fully stocked bar offering cask conditioned ale, craft lager, seasonal ales, ciders, premium spirits, artisan soft drinks, and exclusive wines from an extensive cellar selection for on-premise consumption.
• Function Rooms (Capulet & Montague Suite) Hire of function rooms including Capulet Room (up to 30 seated), Montague Room, and combined Capulet & Montague Suite (up to 81 seated / 100 standing), equipped with audio, internet, projector, screen, and whiteboard for weddings, meetings, and celebrations.
• Wedding Services Wedding ceremonies and receptions at a Grade II listed historic venue licensed for ceremonies; includes the intimate Capulet Room for small weddings and combined Capulet & Montague Suite for larger celebrations; Hitched Wedding Awards 2026 Winner.
• Business Meetings Conference and meeting facilities with audio, internet, projector, screen, and whiteboard; flexible spaces ranging from small meetings in the Capulet Room to larger gatherings in the combined Capulet & Montague Suite for businesses and corporate clients.
• Christmas Events and Menus Festive dining packages including Christmas Buffet Menu, Christmas Dining Menu, Christmas Day Menu, Boxing Day Menu, New Year's Eve Menu, Kids' Christmas menus, party bookings, and hotel stay packages.
• Afternoon Tea Traditional afternoon tea with sweet treats and finger sandwiches, priced at £24.50 per person with optional prosecco upgrade, served Monday to Sunday 12pm–5pm; 48 hours booking notice required.
• Cosy Tea Break Stay Package Stay package including afternoon tea with prosecco, one-night stay in a cosy room, breakfast, and complimentary late check-out at 12 noon.
• Lazy Sunday Stay Package Stay package including Sunday lunch with a complimentary glass of wine (£30 lunch allowance per guest), overnight accommodation, breakfast, and complimentary late check-out at 12 noon.
• Indulge Yourself Stay Package Stay package including chocolates and chilled prosecco on arrival, dinner in The Oak Room restaurant (£30 dinner allowance per guest), overnight accommodation, breakfast, and complimentary late check-out at 12 noon.
• Gift Cards Fuller's gift cards sold via gifts.fullers.co.uk, redeemable for food, drink, and experiences at The White Swan Hotel and participating Fuller's pubs.
• Fuller's Rewards Club Loyalty programme providing exclusive offers, special event invitations, seasonal menu launches, and a 'Treat a Friend' voucher upon signup; rewards redeemable at participating Fuller's pubs including The White Swan.

Quantifiable outcome

• Green Tourism Gold Award - recognised for excellent sustainability practice including community engagement, biodiversity protection, and energy consumption.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Ettington Park Hotel: A four-star heritage mansion hotel near Stratford-upon-Avon operating as an upscale wedding, events and leisure venue. Comparable as a heritage-listed, events-driven UK four-star property in the same travel corridor.
• Macdonald Alveston Manor Hotel: A historic four-star hotel in Stratford-upon-Avon offering rooms, weddings, meetings and dining. Directly comparable to The White Swan on location, heritage positioning, four-star rating and events-led revenue mix in the same town.
• The Arden Hotel Stratford: Boutique four-star hotel adjacent to the Royal Shakespeare Theatre in Stratford-upon-Avon, sharing The White Swan's Shakespeare-heritage positioning, central town location and leisure/corporate guest mix.
• Billesley Manor Hotel: A four-star historic manor hotel near Stratford-upon-Avon with extensive grounds, multiple event venues and a strong wedding/corporate proposition. Comparable heritage-led, four-star, events-centric operating model in the same destination.
• The Shakespeare Hotel (Stratford): Historic four-star hotel in Stratford-upon-Avon located next to the RSC. Competes head-to-head with The White Swan for leisure tourists visiting the Shakespeare heritage sites.

Broad incumbents

• Malmaison: UK boutique hotel group in heritage/conversion buildings with rooms, bar/restaurant and private events. Comparable heritage-property operations, four-star positioning and bar/F&B-led ancillary revenue streams.
• Hand Picked Hotels: UK collection of heritage country-house hotels with rooms, weddings, F&B and corporate events. Comparable four-star heritage positioning and events-led revenue mix across a national portfolio, providing scale benchmarks for an individual heritage property.
• Hotel du Vin: UK boutique-heritage hotel brand operating converted historic buildings with strong F&B, bar and events offerings. Comparable historic-building operating model, four-star positioning and F&B-led revenue mix.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/the-white-swan-hotel

Compliance1 record

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 White Swan Hotel