The Pig Hotels is to work more closely with agents as it enters a new chapter of leadership, having historically had minimal interaction with the trade. 

Currently only 15% of its bookings come through travel advisors, but the company is looking to increase this number to support the growth of its collection. 

The brand consists of nine boutique hotels across England, the latest of which, The Pig in the Cotswolds, opened at Barnsley House in September. It is now gearing up to launch its 10th and 11th properties in Stratford upon Avon in South Warwickshire and Groomsbridge, near Tunbridge Wells, respectively.

This expansion coincides with significant changes within the team. As of 31 December, The Pig’s founder Robin Hutson and his wife Judy will step down from their leadership roles. While the couple will remain “committed shareholders”, they will no longer hold their respective positions as chairman and creative director. 

Robin had previously cited a desire for more leisure and family time as the reason for retirement, and his role will be additionally be taken on by Tom Ross, who was promoted from managing director to chief executive of the group last May.

While its hotels are currently listed on sites like Mr & Mrs Smith, the brand has historically been reluctant to work with agents.

But speaking to TTG Luxury, Ross has now revealed why The Pig – which spearheaded a quiet revolution in modernising the countryside boutique hotel – is planning to build its relationship with travel advisors after previously shying away from trade business. 

However, its rapid expansion over the past decade, combined with the diversification of its portfolio, has highlighted a need for trade partners in promoting its properties. 

“We’ve had quite aggressive growth for a small business since 2011, going from zero to 10,” Ross explained, adding that this number is likely to jump to 15 in the next few years. “It will only go one way; the reality is, we need agents’ support to fill the hotel rooms.” 

Ross also said travel advisors can be hugely beneficial in boosting bookings during the quieter months, especially for its seasonal hotels, such as its Cornwall property, The Pig at Harlyn Bay. 

“We need agents to be able to help us work those quieter times,” he explained. “It’s about finding a few key partners who can support us during these times.” 

The Pig Hotels has already organised fam trips in collaboration with Visit Britain, which allowed advisors to see a number of its properties in one tour. It now also has a full-time sales manager, and is currently in the process of hiring a commercial director. 

“We’re getting more interest from the trade and we’re open to it,” Ross explained. “We’re looking to pick up 5-6% extra occupancy, but not to cannibalise all of our current bookings that come directly. As a business, you don’t want all bookings to come through commissionable sources, but you do need agents.”

As for expanding elsewhere, Ross is open to a number of locations in both the UK, with north London, Cambridgeshire, Suffolk, Cheshire on the radar, as well as expanding into Scotland and Ireland for the first time. What is most important, Ross said however, is that each property understands the community that surrounds it.  

“We’ve always done under-the-skin types of hotels,” he said. “We always want to be part of the community.”