For many, a British countryside break conjures images of muted tones, manicured lawns, and a quiet sense of tradition. But a provocative new resort near Bath is challenging that stereotype with a riot of colour and a singular mission: to make luxury fun again. Welcome to Mad Swans, the UK's most talked-about new staycation destination.
A Radical Departure from Beige Luxury
Opened on the site of the former Blacknest Golf and Country Club, which closed in 2024, Mad Swans is a deliberate and vibrant departure from its predecessor. Where once there were stained carpets and a staid atmosphere, now there are primary colours, neon green camouflage, and marketing material showing guests in fits of laughter. The resort's founder, Joel Cadbury – of the famous chocolate dynasty – has created what he describes as a "Center Parcs-style" resort, but with a distinctly adult and eccentric twist.
The ethos is clear from the moment you arrive. Golf buggies come equipped with speakers and beer fridges, encouraging joyful exploration. The former club lounge has been transformed into 'The Potting Shed', a restaurant awash with rainbow colours. This shift has, unsurprisingly, hacked off some former members and locals who remember the conventional club that operated from 1994 until last year.
Golf, Games, and Giant Croissants
At its heart, Mad Swans is an activity-focused playground. It features padel, pickleball, crazy golf, and a driving range that serves beer and pizza to comfy sofas. The centrepiece, however, is its 12-hole golf course, billed as the only one of its kind in the UK. Cadbury defends the unconventional format, citing support from legends Jack Nicklaus and Tiger Woods, who have both advocated for a shorter game. "We learned that golf began as a 12-hole sport," he explains.
The fun extends beyond the fairways. A late-night hangout area offers darts and shuffleboard, while culinary surprises include a metre-and-a-half-long giant croissant presented to corporate groups at breakfast, designed to be torn apart communally. The main restaurant menu is curated by Michelin-starred chef Ollie Dabbous, featuring standout dishes like hay-smoked whole chicken.
Part of a Wider Playful Trend
Mad Swans taps into a broader movement in UK hospitality that prioritises playful experience over pared-back minimalism. It draws parallels to the themed hotel boom in 1990s Las Vegas, albeit on a smaller, more British scale. Similar concepts, like the Treehouse Hotel in Manchester with its bird-box decor, indicate a growing market for stays that are memorable and interactive.
Currently, accommodation consists of eight bedrooms across two cabins, with plans for significant expansion. The rooms offer a monochrome retreat from the colourful public spaces, acknowledging that guests are, after all, adults in need of rest after a day of revelry.
With cabins starting from £195 per night and golf from £30 for a 12-hole round, Mad Swans is betting that UK holidaymakers are ready to trade quiet sophistication for neon-drenched, rum cocktail-fuelled fun. In a market often accused of being 'samey-samey', this batty resort near Bath is certainly making a splash.
