Exclusive Collection managing director Danny Pecorelli reveals the rationale behind the hospitality group’s name change and how it is reflecting its customer's hopes, challenges & ambitions.

 ‘Times are changing and we’re changing as a response to that. We’ve decided to rename the group Exclusive Collection, which gives us licence to offer different things, making us look more contemporary and better representing what we do.

Our old name, Exclusive Hotels and Venues predefined what we are capable of. We have six hotels, two spas, a golf club, a cookery school and even a little pub in the Cotswolds. All in all, a thoroughly modern and eclectic offering. Being a family business, there are fewer managerial layers, empowering us to respond to market demands. For instance, people’s idea of luxury has changed: they now prefer authentic experiences rather than a stiff starchy corporate one.

A case in point is SEASON, Exclusive Cookery School in the grounds of Lainston House, our property near Winchester in Hampshire, where people can learn from award winning, Michelin-starred chefs. Our brand new spa at South Lodge in the heart of the South Downs, meanwhile, is one of the best of its kind in the UK featuring a state-of-the-art gym and spin studio, indoor pool, outdoor hydrotherapy pool, wild swimming pool, a thermal suite and a comprehensive range of treatments.

We’ve replaced our rather traditional crests with a more modern identity: a single animal to represent each of our locations: for example a sheep for South Lodge and a horse for Royal Berkshire. 

We continually evolve our customer journey too. At Pennyhill Park in Bagshot, Surrey, we’ve created an indoor cherry blossom walkway and simplified the check-in process so we don’t ask the same boring questions. Whichever one of our properties people visit, they can expect the same ethos and service standards, tied in to what we call our ‘four pillars’: wellness, innovation, sustainability and high-performing teams. We’ve fully integrated this into what we provide for the meetings and events market. Our food and beverage offer now includes more plant-based menus and energy-filled snacks. Plus, we try and source as locally as we can - that’s why we have South Downs mineral water and why Ridgeview wine is our house pour.

We’ve thought about sustainability in details such as recyclable coffee cups and Sprout pencils which contain plantable seeds. We’ve continued the four pillars ethos into how we treat our staff too, from offering healthier meal options, staff fitness classes to incorporating a mindfulness app in our internal communications. The staff accommodation at Pennyhill Park even has a biomass boiler which produces heat using wood-pellets. We’ve spent two years upgrading the experience and service levels to focus on creating happiness in every one of our locations. This is going to change how people view us and what they expect when they come to visit.