News Hub

At this year’s Independent Hotel Show, in partnership with James Hallam Insurance Brokers, the Power Breakfast event hosted by Boutique Hotelier Managing Editor Zoe Monk featured an engaging discussion with Danny Pecorelli, Managing Director of Exclusive Collection. Speaking the morning after receiving the show’s Outstanding Contribution award, Pecorelli shared candid reflections on sustainability, leadership and the evolving landscape of British hospitality.

Looking Beyond the Hotel World

When asked how he approaches competition, Pecorelli recalled advice from his father, Giuseppe Pecorelli, who founded Exclusive Collection in 1981: “Never worry about what other people do badly, worry about what they do well.” He explained that his focus is on observing what resonates with customers, both within and beyond the hotel industry. “I’m quite driven to look outside our industry,” he said.

That mindset has shaped Exclusive’s development in unexpected ways. At South Lodge, the team created a wild swimming lake that also supports the hotel’s heating and cooling systems through a ground source heat pump. The property continues to explore ways to connect guests with nature, from outdoor swimming to forest bathing experiences. The group is also developing a vineyard and experimenting with products made from vine leaves, demonstrating a willingness to borrow ideas from outside hospitality.

“You can offer less but in a more curated way,” Pecorelli added. “All our meeting room glasses are recycled, all the pads are recycled.” His point was clear: quality and responsibility can go hand in hand.

The B Corp Journey

Exclusive Collection became the first UK hotel group to achieve B Corp certification, but Pecorelli said the decision was not driven by marketing or commercial motives. “It grew organically, internally wanting to do things a bit better. Getting annoyed with the way the industry is doing things,” he explained.

He sees sustainability as an ongoing process rather than a checklist. “Another thing I love about B Corp is that it’s a continuous journey. You have to keep educating yourself,” he said. Food waste is a major focus: the group partners with redistribution app Olio, and any food that cannot be reused is composted to support the kitchen gardens. “I’d love it if people looked at us and thought there was real honesty and integrity in our sustainability journey,” he added.

Adapting to a Tough Market

Reflecting on the current trading environment, Pecorelli was frank about the challenges facing the sector. “It’s really tough out there,” he said. “You have to keep focusing on delivering an experience you can charge decent money for, and people remain our greatest asset. You have to have the right people in the right place at the right time.”

Booking behaviour is changing rapidly, with average lead times falling from 22 days to 11 this summer at Exclusive Collection. This shift, coupled with pressure on pricing and costs, demands flexibility and data-driven decision-making. Pecorelli also noted that social responsibility now matters across all age groups, including younger travellers, and that operators must continue to adapt their offer accordingly.

Investing in People, Places and Insight

Pecorelli outlined several areas of ongoing investment across the Exclusive portfolio. Dog-friendly rooms are proving particularly successful, with higher average rates than standard rooms. The business is using data to refine its product and pricing strategy, supported by a dedicated Director of Data and Technology who provides detailed insights into customer trends.

Expansion remains on the agenda, with the group recently opening a new property in the Midlands to meet growing demand from corporate clients outside London. “Corporates want to be more equitable and aren’t just basing everything around the London office,” Pecorelli said. He described himself as “a great believer in gut feel”, while emphasising that instinct must be balanced with data.

Recruitment continues to be a challenge, making retention even more important. Exclusive invests heavily in its people brand, learning and development, and its Chef Academy, which takes on 12 college students each year. The group has also built strong partnerships with colleges to attract the best talent. “We’ve got much better at the way we interview,” he said, noting the success of two MasterChef: The Professionals winners within the team (Tom Hamblet in 2023 and Steven Edwards in 2013). Tom Hamblet had residencies with Camellia at South Lodge in West Sussex, and then at The Avenue at Lainston House in Hampshire following his success on the programme. 

Defining Sustainable Luxury

Asked about his legacy, Pecorelli said his focus is on “sustainable luxury” and creating something genuinely responsible. “We didn’t go into it expecting it to be as profitable as it is. It annoys me when people don’t act sustainably and use profit as an excuse,” he said. For him, true sustainability is about combining people, profit and planet in a way that works long term.

Exclusive Collection’s model shows that environmental and commercial goals can align when guided by purpose and creativity. As Pecorelli put it, the goal is simple: to deliver hospitality with honesty, integrity and a continuous commitment to doing things better.