Danny Pecorelli, the managing director of Exclusive Collection, presides over one of Britain's most distinguished luxury hotel groups. With a portfolio encompassing country house hotels, destination spas, Michelin-starred dining, and premier corporate meeting spaces, Pecorelli has steered the family-founded business to the apex of the market, championing authenticity over ostentatious 'bling'.
Defining Sustainable Luxury and Heartfelt Hospitality
Born into the business his father established in 1981, Pecorelli has always been a hotelier. Today, the Exclusive Collection boasts seven hotels, two spas, a golf course, a cookery school, a pub, and three Michelin stars. The group has grown organically from a single 17-bedroom hotel into a major player in both leisure and corporate meetings, with hopes for a third generation as his son now works in the industry.
Pecorelli positions the group at the very top end of the market, differentiating through what he calls "heart and soul." Each property offers a distinct experience, from wild swimming at South Lodge to varied dining and spa facilities. This philosophy extends to a deep commitment to sustainability, making Exclusive Collection the first UK hotel group to achieve B Corp certification.
This commitment is woven into every operation. The group plants its own vineyards, partnering with fellow B Corp Ridgeview to produce English sparkling wine, and uses vine leaves for spa treatments and pips for body scrubs. Kitchen gardens are restored, with three tons of apples pressed annually for house-made juice. Food waste is redistributed via the Olio platform, and even meeting rooms forego plastic pens in favour of plantable seed pencils.
Expansion, Facilities, and Navigating Economic Challenges
For Pecorelli, modern luxury is about engagement and sustainability. He cites the 'pick your own Pimm's' experience at Lainston House, where guests harvest mint, cucumber, and strawberries, as an example of this "sustainable luxury" that moves beyond traditional opulence.
The scale of the operation is significant, with about three million visitors across its venues last year for meetings, leisure stays, and dining. Notably, 85 per cent of FTSE 100 companies have used their facilities. The group's spacious, naturally lit meeting rooms in listed buildings set it apart from many London competitors.
While each property is unique, Pennyhill Park is perhaps the best known, thanks to a 12-year contract hosting the England Rugby team. It features a £4.5m elite training centre and a precise replica of the Twickenham pitch. Other standout facilities include the MasterChef-linked cookery school at Lainston House, the top 100 golf course at The Manor House, and the high-end, nature-inspired spa at South Lodge, which also features luxurious Lakeside suites.
Discussing economic headwinds, Pecorelli acknowledged a challenging environment due to National Insurance rises, rates increases, and food inflation. Despite thin margins, especially with a £3 million annual investment across the properties, he remains confident that a great product and clear brand proposition will ensure success.
Future Growth and a New Midlands Foothold
The group continues to expand strategically. While historically based in the South, client demand has driven a move into the Midlands with the purchase of Ansty Hall in Warwickshire, a Grade II listed property that was a "blank canvas" requiring complete renovation. This new location caters perfectly to clients with offices in Manchester, Birmingham, and London. Pecorelli also hinted at exciting projects lined up for 2026, signalling ongoing growth for this unique British hotel group.
From its B Corp leadership to its rejection of generic luxury, Exclusive Collection, under Danny Pecorelli's guidance, has carved out a distinctive and highly successful niche, proving that heart, soul, and sustainability are potent drivers in the modern luxury market.
