The co-founder of the Cotswolds’ hotel and restaurant portfolio, The Lucky Onion, is planning to launch a new hotel brand - Cult Hotels - this spring with its first property: The George in Cheltenham, due to open officially in April 2020.

The George in Cheltenham comprises five refurbished Grade-II listed Regency townhouses with 46 bedrooms. The design of the hotel will reflect the local area and will be ‘accessible, approachable and cool’. Cult Hotels will feature an automatic check-in and post-box key return as well as offering a Pantry for guests to use throughout their stay.

Future plans would see the Cult Hotels concept rolled out in popular cities within the UK and beyond over the next few years.

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