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Crest Hotels to invest £500k in new Shropshire acquisition

Christie & Co, in a joint instruction with Lambert Smith Hampton, has sold the historic Feathers Hotel in Ludlow to Crest Hotels, a privately owned and managed hotel group.

The Feathers was constructed in 1619 and has been referred to as ‘The Most Handsome Inn in the World’. The hotel features 40 ensuite bedrooms, a four-bed residential flat, six conference rooms and onsite parking for around 30 vehicles.

Following its introduction to the market on behalf of administrators FRP Advisory, a competitive bidding process was undertaken with multiple bids received from operators across the UK and a deal was ultimately agreed with Crest Hotels in October 2018.

Crest Hotels currently owns and operates the Holiday Inn at Birmingham Airport, Holiday Inn Express Liverpool/Knowsley, Almondsbury Interchange Hotel and Arnos Manor Hotel. The Feathers will bring the group to a total of 490 rooms across five properties welcoming over 400,000 guests every year.

Raj Mittal, partner at FRP Advisory, said, “We’re delighted to have concluded the successful sale of the Feathers Hotel in Ludlow. The iconic building is central to travel and tourism in the area and we are pleased that Crest Hotels’ planned investment will secure future employment in the region.”

New owner Crest Hotels is investing over £500k to re-position the property, which includes an aesthetic makeover to public areas, rooms and the function suite, as well as complete new plumbing throughout. Customers will also benefit from a new food concept being introduced, the addition of a new tea room and restaurant which aims to achieve accreditation with two AA Rosette’s within six months of opening.

Jason Hiley of Crest Hotels commented, “We have a lot to do but we are confident that we will be ready to open our doors in the Spring, ahead of what we hope will be a busy period of summer trading for the hotel and for Ludlow.

'We look forward to showing local residents what we have created and we hope the hotel becomes a central hub for bringing the community together for events and functions, as well as welcoming guests from further afield to show off the facilities and the picturesque market town we are lucky to be based in.”

Charles Jones, Senior Business Agent at Christie & Co who handled the sale, said, 'The Feathers is a hotel of considerable historical significance and we are delighted that it is being taken on by an experienced operator who we have no doubt will be more than capable of turning around the recent bad fortune that has befallen the business. The number of bids received demonstrates clearly the popularity and demand from across the country for historic properties in attractive locations.”