Julian Dunkerton, the co-founder of Cotswolds’ hotel and restaurant portfolio, The Lucky Onion, is to launch a new hotel concept to the market.
This spring, The George in Cheltenham will open as the first property by Cult Hotels, and become the flagship for the new brand.
Dunkerton said it was his ‘ambition’ to bring a ‘game-changing’ new concept to the market.
The new hotel is made up of five refurbished Grade-II listed Regency townhouses, comprising 46 bedrooms, with touches such as automatic check-ins and post-box key return, plus a Pantry for guests to visit throughout the stay.
Dunkerton plans to roll out the new concept into popular cities within the UK and beyond over the next ‘few years’.
Julian Dunkerton states: “The name Cult Hotels is a nod to my history and where it all began for me, naturally Cheltenham is home to the flagship hotel – The George. As an entrepreneur I identified a gap in the market to create a new hotel concept that is accessible, approachable and cool. Cult Hotels exists for the savvy traveller who values aesthetic and culture at a fair price. My ambition with this venture is to continue to breathe new life into old buildings and bring a game changing hotel concept to the marketplace.”
Owned and run by Jade and Julian Dunkerton, The Lucky Onion currently consists of five properties; No. 131, and No. 38 The Park, in Cheltenham, as well as critically acclaimed The Wheatsheaf, and restaurants The Tavern and The Wild Duck.