Marking 25 years of success, the UK’s largest independent hotel group is celebrating a milestone that highlights its rich history and bold plans for the future.
Established in 2000 by Haydn Fenton and Robin Sheppard, Bespoke Hotels has evolved from a small, founder-led venture into a nationally renowned brand in UK hospitality, now overseeing a collection of over 60 hotels.
What started as a hands-on operation managing everything from accounts to sales and marketing has grown into a more structured and expansive hospitality brand. Still, at its core, Bespoke Hotels stays true to its founding principle—celebrating individuality within the hotel industry.
Instead of imposing a one-size-fits-all model, Bespoke Hotels has consistently championed the individuality of each property, offering a decentralised structure that values local identity and owner independence. This philosophy has enabled the company to build lasting relationships and establish a distinctive presence in the hospitality sector.
Today, 30% of the hotels in the Bespoke collection have been with the group for over a decade, and more than half (53%) have remained for at least five years—a testament to the strength and longevity of its partnerships.
While individuality remains at the core of its model, Bespoke is equally committed to driving strong commercial performance—enhancing the value of its management contracts and ensuring hotels run profitably and efficiently, all without sacrificing their unique character.
Robin Sheppard, Co-Founder and President of Bespoke Hotels, said: “The industry has changed a great deal over the past two decades, but one thing we’ve never wavered on is the importance of gut instinct. We’ve always been good at listening – not imposing but understanding what hotel owners want and working out how our interests align. I suppose in some ways we’ve become more of a brand than we ever intended, but at our core, we’re still about supporting the individual – boutique hotels.”
Over the years, the company has navigated economic challenges and an evolving hospitality landscape, all while staying true to its people-first ethos. During the Covid-19 pandemic, Bespoke capitalised on the rise of staycations, highlighting key rural destinations such as the Lake District, Devon, and Cornwall.
Bespoke also partnered with a new technology provider to streamline revenue management—reducing manual workloads and unlocking valuable data to drive smarter decision-making. In a bold show of resilience, the group revived Shearings Hotels from administration, relaunching the brand amid one of the most challenging periods in the industry.
From its headquarters in Warrington, Bespoke now supports a growing portfolio of properties, with several exciting new openings on the horizon—including Ty Gwyn in Abersoch, Bailiffgate Hotel in Alnwick, and Hotel Gotham locations in Newcastle and Bristol, among others.
Haydn Fentum, Co-Founder and Chairman of Bespoke Hotels, added: “We’ve built something we’re incredibly proud of, 25 years have flown by, but our values of trust, balance and independence remain unchanged. From the beginning, it was just the two of us doing everything – all the phones coming through to one number. Through all the macro and micro challenges, the fact we’re still here growing, evolving and looking ahead is something special. We’re already looking forward to Bespoke’s 50th anniversary.”
