First look: Greene King to launch Everly boutique hotel brand

Greene King is to launch a new boutique hotel brand as it looks to tap into the premium market.

The Everly Hotels Collection will be based in “destination-led” towns and multiple sites across the UK are already in the pipeline.

The first hotel in the collection, the White Horses in Rottingdean, East Sussex, will open in early summer 2024.

It will feature 32 bedrooms and a 290-cover dining space and will open following a multimillion-pound investment and build.

The hotel building sits on a promenade overlooking the seafront and will include an outdoor terrace.

Greene King said the Everly Hotels Collection would be a portfolio of “bespoke, upscale, boutique” properties offering “a premium experience in dining and drinking”.

Vincent Madden, managing director of the Everly Hotels Collection, said: “There’s a real opportunity in the leisure market to provide affordable luxury, in a premium part of the sector we haven’t explored before.

“Each Everly hotel will offer a completely unique experience to our guests. Our ambition is to grow a portfolio of bespoke, upscale, boutique hotels across the UK.”

Greene King operates over 1,600 pubs, hotels and restaurants across the UK under brands including the Chef & Brewer Collection, Hungry Horse and Farmhouse Inns.

It is set to launch a new pub concept focused on global dishes later this year.

Greene King previously ran the Loch Fyne seafood restaurant brand, but it ceased trading in 2023.