News Hub

The Independent Hotel Show collaborated with our partner, AA Media and interviewed Paula Seddon from Crow Wood Hotel & Spa Resort winner of the AA Housekeeper Award 2024. Nestled in the heart of Lancashire, Crow Wood Hotel & Spa Resort blends luxury, tranquility, and modern elegance. Set within 100 acres of private parkland, the resort features a stylish hotel, award-winning spa, fine dining, and exceptional leisure facilities, making it a premier destination for relaxation and indulgence.

Can you tell us a little about the history of Crow Wood Hotel & Spa Resort? 

Our story began with Crow Wood Leisure, which included the original Woodland Spa – a much-loved part of the local community. It was more than just a place to train and unwind; it was a place where people came to feel part of something special. Over time, we built a strong reputation for quality, service and attention to detail, and it soon became clear that we had the foundation for something even greater. 

Thanks to its growing popularity, The Woodland Spa underwent a major transformation in 2013, with a £10 million redevelopment that firmly established it as one of the leading spa destinations in the UK, not just in Lancashire. It quickly began receiving national recognition, winning multiple awards for Best Day Spa in the UK. As our reputation grew, so did our visitor numbers. It became clear that many guests were travelling from further afield and looking for more than just a day visit – they wanted to extend their experience into a full spa break. That vision came to life in 2019 with the opening of Crow Wood Hotel & Spa Resort. 

The hotel was designed as a natural evolution of everything we’d built – a luxurious, welcoming destination set in the heart of the Lancashire countryside, surrounded by 40 acres of private parkland and framed by stunning views of Pendle Hill. With a deep commitment to exceptional guest experiences, it has become much more than a spa hotel - it’s a place where people come to relax, celebrate and reconnect. 

What does a great customer experience look like at Crow Wood Hotel & Spa Resort, and what makes it unique? 

For us, a great customer experience is all about the little things done well. It starts with a warm welcome and a genuine sense of care. We want every guest to feel like they’ve arrived somewhere special – somewhere they can truly switch off, be looked after and enjoy a bit of luxury without any pretence. 

What makes Crow Wood unique is that we combine five-star surroundings with a down-to-earth, approachable style of service. Our team genuinely love what they do – and I think guests can feel that. Whether someone’s here for a romantic weekend, a spa day with friends, a wedding, or a business event, we want them to feel like everything has been thought through and that we’re always one step ahead of what they might need. It’s that balance between elegance and ease, between high standards and heartfelt hospitality – that makes us who we are. 

What do you think defines an independent hotel? 

An Independent hotel is defined by its personality. As it is privately owned and operated, it does not have to conform to corporate standards. This gives the establishment greater flexibility in relation to the way that it operates, the design of the hotel and the services that it offers. 

How are you approaching the issue of sustainability? 

Sustainability is key here at Crow Wood. Our mission, as far as the bedrooms go, is to remove as much plastic as possible from the area. This has included using reject linen to make up laundry bags, using recycling bins in the bedrooms rather than plastic bin bags, removing plastic bottles and offering glass – this will change again with the introduction of branded water cartons which are 100% recyclable. Other things we try to do is use local suppliers and manufacturers as much as we possibly can to keep delivery and transport costs to a minimum. 

We have a field of solar panels to assist with energy costs. All areas of the hotel have sensor lighting and the power in the bedrooms is controlled with the room key card. 

How do you approach creating your menus and sourcing food and drink suppliers? 

All of our food suppliers are within a twenty-five-mile radius of the premises and are using as much local produce as possible. Lancashire has some of the finest meat, vegetables, and cheese the country has to offer. Supporting local businesses and farmers is a priority whilst sourcing the best tasting produce. I would say it is a blend of continuously keeping up with trends, seasonality, and new products, which luckily for us, means plenty of tasting. When it comes to wine, we have a great relationship with vineyards all over the world, most of which we have been lucky enough to visit.  
We can buy direct when we find hidden gems, as we are happy to buy by the pallet. We have recently formed a great relationship that is helping support a very special English sparkling wine – it is proving very popular with our guests. 

Are there any innovative products or services you have implemented in your establishment that you would recommend to other hoteliers? 

Use the resources that you have to hand. We are working with a local company to turn our reject linen into laundry bags; this means that the linen is being reused and avoids going to landfill, also reducing plastics in the rooms. The water cartons we are using are 100% recyclable, a great marketing tool while reducing the amount of glass needing to be collected for recycling. 

The 2025 AA Hospitality Awards are taking place on Monday 22 September.  
 
Nominations for the AA Housekeeper of the Award sponsored by Sealy, are now open and entries close on Friday 1 August. To learn more about this award and ticket bookings, visit the AA Hospitality Awards site. 

Register for Independent Hotel Show London here, taking place on the 6-7 October the event will bring together hospitality professionals from across the UK and Ireland for two days of networking, learning and innovation.