EXCLUSIVE: Business in full swing at The Grove with golf up 50% year on year

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Luxury hotel, The Grove has seen its golf business increase 50% year on year, Boutique Hotelier can reveal.

The five-star resort in Hertfordshire hosted the British Masters in October, which helped to top off a hugely successful year for The Grove’s golf business, general manager Michael Helling told BH editor Zoe Monk.

The 215-bed hotel is home to three eateries, alongside its golf course, which has been dubbed one of ‘England’s finest luxury courses’.

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The 18-hole 7,152 yard championship course, designed by international course designer Kyle Philips, takes no members and revenue comes solely from hotel residents or visiting guests.

One round at The Grove starts at approximately £100.

Helling explains: “The increased business for golf was up even before the British Masters started, but that did help in terms of exposure. Golf is a major driver proportionately more than anyway else in the business.”

Helling, who was part of the opening team at The Grove and re-joined the hotel in 2014 following a ten-year break, also revealed that all profits made are then reinvested in the business, opening up a variety of new investment opportunities for the property going forward.

“We have some very exciting investment plans going forward,” he says. “We are privately owned, which gives us the licence to roam and do things a bit different, as opposed to working for a group or chain and the owners can then apply their own philosophy to what is going to be built.

“The hotel is 14 years old now and we need to look at refreshing certain areas. We have some exciting plans ahead for the Glasshouse restaurant in the next 18-24 months, that’s still a very popular place, people are beating the door down to eat there which is great!

“It’s the same with the bedrooms and other spaces in due course – the lounge area for example needs a bit of a refresh.

He adds: “We have lots of different projects on the go – some of them very embryonic, some of them are quite left field.

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