Former Birch hotel embarks on £25m refurbishment

Surya Hotels has started the first phase of a £25m refurbishment at the former Birch site in the Theobalds Estate near Waltham Cross.

The Grade II-listed Georgian mansion house, formerly a country residence of King James I, was converted into a hotel in the 1990s and previously owned by the De Vere Group.

Property company Aprirose acquired the De Vere Theobalds Estate in Cheshunt, Hertfordshire, in 2018 and subsequently invested £8.5m into the site, which seasoned hospitality operators Chris Penn and Chris King relaunched as Birch.

In February 2023, the Birch hotel brand underwent a management reshuffle, with co-founders Penn and King leaving the business, while Ayo Akinsete, former area managing director for SH Hotels & Resorts, was appointed chief executive.

In late 2023, the Birch business, which included Birch Cheshunt and sister property Birch Selsdon in Croydon, fell into administration.

Birch Cheshunt was sold to boutique brand Surya Hotels off a guide price of £12.5m in January of this year, marking the group’s biggest acquisition to date.

The property sits in 55 acres of parkland and will feature 140 bedrooms, three restaurants, a bar, extensive meeting and event facilities, and 11 conference rooms (the largest of which can host over 300 people) once the refurbishment is complete.

There are also plans for a major health and wellness club, padel courts and a restoration of the outdoor Lido.

A section of the estate – the Ridings Restaurant & Rooms – is already open.

The project is being led by general manager Oliver Brown, who has held several leadership roles at hotels, including as general manager at Wivenhoe House in Colchester, the home of Edge Hotel School. He was also formerly general manager at Flemings Hotel Mayfair and director of food and beverage at Jumeirah Carlton Tower in London’s Knightsbridge.

Alexander Horswill, former assistant professor at Edge Hotel School at the University of Essex, has been appointed operations manager. At the time of his appointment, Horswill, who won an Acorn Award his year, said: “I am excited to lead operations across all departments, shaping a culture where both our people and guests can thrive. Being part of transforming this property into a landmark destination is an opportunity I am proud to take on.”

Suki Dulai, chief executive of Harwich-based Flying Trade Group PLC, behind the Surya Hotels brand, said: “Theobalds Park Estate is a remarkable addition to our portfolio, combining exceptional facilities with rich historical heritage and great connectivity to the capital. We’re committed to restoring this magnificent estate to its former grandeur to create a world-class destination. As stewards of this extraordinary estate, we look forward to welcoming both leisure and corporate guests to experience the unique character and timeless appeal of this wonderful venue.”

Surya Hotels was established in 2009 and has since grown to a portfolio of 14 hotels across the UK, including the George hotel in Colchester; the Great Hallingbury Manor in Bishop’s Stortford; the Kingscliff in Essex; the Duke’s Head in Norfolk; and the Mill hotel in Suffolk.

The business also owns two hotels in Surrey: the Hog’s Back Hotel & Spa in Farnham and Thatchers in East Horsley.