The Lucky Onion announces new Cult Hotels launch in Cheltenham

The Lucky Onion has announced it is launching a stylish new hotel concept this spring, with the first of the new Cult Hotels opening in Cheltenham at The George.

The George, the first of the new Cult Hotels, is set to launch in Cheltenham in April 2020.
The George, the first of the new Cult Hotels, is set to launch in Cheltenham in April 2020.

Cult Hotels, a brand-new hotel concept, is being launched in Cheltenham by Julian Dunkerton – co-founder of fashion giant Superdry and hotel and restaurant portfolio, The Lucky Onion.

The George on Cheltenham’s St George’s Road will be the very first flagship hotel by Cult Hotels and is due to officially open in April 2020.

Comprised of five beautifully refurbished Grade II listed Regency townhouses with 46 bedrooms, The George’s original features have been cleverly weaved in with modern touches – with room rates ranging from £115 to £165 per night.

Julian Dunkerton states ‘The name Cult Hotels is a nod to my history and where it all began for me, naturally Cheltenham is home to the flagship hotel – The George.

‘As an entrepreneur I identified a gap in the market to create a new hotel concept that is accessible, approachable and cool. Cult Hotels exists for the savvy traveller who values aesthetic and culture at a fair price.

‘My ambition with this venture is to continue to breathe new life into old buildings and bring a game changing hotel concept to the marketplace.’

Said to be inspired by the originality and diversity of each local area, Cult Hotels will be accessible boltholes for travellers who are big on exploring and big on design.

Practical elements are set to include automatic check ins and post-box key return and a well-stocked pantry for guests to visit at any time day and night.

In addition to Cheltenham, it is hoped that the Cult Hotels brand will be rolled out across popular cities in the UK and beyond over the next few years.

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