Liberation Group_George Room 7 qp- 1123MAH-2

Liberation Group will launch a new accommodation offering, Butcombe Boutique Inns (BBI), at the end of May, with the objective of becoming the leading operator of premium rooms in the South of England.

The new offer aims to provide guests with a unique, personalised, home-from-home stay in some of the most desirable locations in the UK.

It will launch with three sites – The George Inn, Norton St Philip, and The Swan Inn in Rowberrow – and will be initially rolled out across eight Butcombe Pubs & Inns, with the expectation that 25 inns will eventually be part of the BBI brand.

BBI was created as a result of extensive research including conversations with Butcombe Pubs & Inns loyalty club members, where the team gained insight and learnings.

According to Liberation Group, guests “expect an excellent customer journey from the moment they make their booking to entering a beautifully designed, styled and furnished room, with fantastic locally sourced food and drink on tap throughout the day.”

Jonathan Lawson, CEO, Liberation Group, said:All our BBI sites are set in some of the best locations in the South of England, where guests will know from the very start that their experience will be unique and extra special, a real home from home. With a truly personalised experience, our guests will be able to get the most from their stays with us, whether it is enjoying our award-winning hospitality or embracing local attractions and activities that these unique locations bring, our BBI sites are the perfect place to create lifelong memories with family and friends.”