Newcastle-based leisure company, The Apartment Group, is to open 22 luxury cabins in the grounds of one of its Northumberland hotels, Newton Hall, in a ‘first’ for the north east.
Speaking to Chronicle Live, CEO Debrah Dhugga said it was her ‘ambition’ to make people see Northumberland as a luxury destination, similar to Cornwall.
In new plans, the Group will open 22 Scandinavian-style cabins alongside plans to expand its new outdoor brand, Beach Box in Newcastle and Sunderland.
The new luxury glamping spaces will replace around 50 empty caravans at Newton Hall and will aim open at the end of June.
Speaking to Chronicle Live, Mrs Dhugga said: “In Northumberland we have a series of caravans that are around 50 years old and in a bit of a state, so we are looking at building some beautiful luxury cabins.
“Newton Hall and Luxury Cabins will have 22 cabins which are being built now, in a very Scandi style, and there will be nothing like them in the North East.
“I think for businesses in hospitality in general outdoors is the new indoors, which is why we are investing in outside venues to give us some return, and help us to grow.
“Everyone talks about Cornwall and its hotels, beaches and foodie scene, but people don’t see Northumberland as ‘luxury’ and it’s one of my ambitions to make that happen.”
In September last year, The Apartment Group took over Whitworth Hall Hotel & Deer Park and Jersey Farm Country Hotel with a plan to invest ‘millions’ in creating ‘world-class’ boutique hotels aimed at the leisure, wedding and corporate markets.