Iconic Luxury Hotels: Unique Properties With Personalities As Distinctly Individual As Its Guests

By CTH Editors

4 months ago

Iconic Luxury Hotels is a Great British Brand 2024

Iconic Luxury Hotels is an entry in our Great British Brands 2024 book. 

Iconic Luxury Hotels: Great British Brand 2024

Iconic Luxury Hotels

11 Cadogan Gardens

‘Staying at an Iconic Luxury Hotel lingers in the memory: destination addresses of distinction; opulent rooms that set you instantly at ease; perfect cuisine delivered in relaxed comfort; and, above all, thoughtful and discreet service.

Our hand-picked hotel collection spans a country house like Chewton Glen, the stately home of Cliveden, former rural coaching inn, The Lygon Arms, central London town-houses and a Venetian palace. Each has its distinct character, stories and traditions that mark it as unique, and people with personalities to match. What unites them is an instinct for the service individual guests prefer – familiar, chatty or more reserved – and pride in delivering it in a effortless, understated manner. Everything they do is intuitive and instinctive, creating an emotional connection with each guest.

Stories abound to add layers of authenticity: novelist Captain Marryat, brother to a past Chewton Glen owner, popularised the mint julep; The Lygon Arms lists guests from Cromwell to Elizabeth Taylor; Cliveden’s Sixties’ sensation; the Excelsior’s Venice Film Festival. Desirable settings and iconic buildings with stories to tell are a backdrop for what we do. They attract people in the first place; what brings them back is our team.

Technology streamlines efficiency, and AI makes us more creative. But neither can replace human instinct and emotional intelligence. Existing software already smooths bookings, confirmations and emails. Our team already takes detailed cues on what regular guests expect – on which side of the bed they sleep, favourite pillows, still or sparkling water – without asking. Future AI may even identify personal preferences before a first visit but once guests arrive, the human touch takes over.

We bring people together to share stories which set the example, giving them confidence that they’re part of the guest experience. Happy guests write with stories of team members who went that extra mile.’

Andrew Stembridge, Executive Director

Cliveden - Aerial View

Cliveden House

Five Proudest Moments

  1. In 2012, Chewton Glen’s Treehouse Suites were opened by Olympian Ben Ainsley. We also acquired historic Cliveden House.
  2. In 2016, Chewton Glen’s 50th anniversary year, Iconic Luxury Hotels was founded, with Cliveden House, Chewton Glen and 11 Cadogan Gardens.
  3. The Lygon Arms joined the collection in 2017, after a transformation of this ancient Cotswolds’ coaching inn.
  4. The Mayfair Townhouse, the fifth hotel in our collection, opened in Dec 2020, followed in 2021 by The Apartments by 11 Cadogan Gardens.
  5. Last year saw not only the opening of The Chelsea Townhouse but also the addition of Venice’s famed Hotel Excelsior to the collection.

What I’ve Learnt…

  • Emotional intelligence wins every time: effortless service comes naturally to people with hospitality in their hearts. They make guests want to return.
  • Discover what excites travellers, and exceed their expectations with experiences and adventures that delight them.
  • Get people together to share learnings so that a common culture stays alive, evolves and grows.
Iconic Luxury Hotels

The Mayfair Townhouse


Christchurch Road, New Milton, Hampshire BH25 6QA

+44 (0)1425 275341