Deer Park in Devon is to invest £2m into expansion over the next two years, as the hotel looks to broaden its appeal to visitors from overseas.
The 32-bed boutique hotel in Honiton, which is owned by Nigel Wray, boss of Saracens rugby club, has embarked on a multi-million development over the last four years, rolling out upgrades across the property in a bid to improve its status and reputation.
And now Deer Park has set its sights on further expansion under the direction of managing director Mark Godfrey, who joined the team in 2013, with a handful of overseas countries pinpointed as target markets for the coming year.
Speaking to Boutique Hotelier, Godfrey said that the business was focusing on marketing in the US, Dubai and China, after seeing a growth from the London market by 20% year-on-year.
He also said that £500k will be spent on new innovations this year, and £2m of spend earmarked for the next two years.
“With our ‘leave no stone unturned’ ethos, we have so much going on this year with many projects running,” Godfrey tells BH. “We refurbished four main house rooms over the winter, completed our refurbished hotel lounge, upgraded the outdoor furniture for the terraces, built a colossal wooden table at The Motor House, bought another Rolls Royce Phantom 2, planted 1,500 cider apple trees and have plans to build a cider barn. All in all, that’s about £500k this year with probably another £2m spend allocated for the next two years.”
A core focus for Deer Park is weddings and since the introduction of a new £1m, 170-capacity Orangery extension in 2016, weddings bookings have increased by over 100 annually.
Deer Park is home to 32 bedrooms, the Treehouse Suite, a vintage collection of classic cars, 2 AA Rosette dining room, kitchen garden and self-catering cottages for the longer stay guest.
The CEO House, the hotel’s quirky take on a meeting room, was also introduced to the offering last year.