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Luton Hoo Hotel to join Accor’s Fairmont brand

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Luton Hoo Hotel in Bedfordshire is to become a Fairmont resort, although you will need to wait a while.

Arora Group, owner of Fairmont Windsor Park, acquired the hotel in December 2021. It will now undergo a full programme of refurbishment before reopening under the Fairmont brand. Fairmont is part of Accor Live Limitless.

Dating back to 1601, the resort sits on a 1,100 acre estate. It currently has 258 bedrooms, four restaurants, a spa and a golf course and was previously part of Elite Hotels.

Luton Hoo to become Fairmont hotel

It follows the recent announcement that The Mere hotel in Cheshire will join Fairmont after its own refurbishment.

Mark Willis, CEO of Fairmont Hotels & Resorts, said in a statement:

“There are few hotels in the world with the incredible heritage and grand, elegant estate of Luton Hoo Hotel, Golf & Spa. This is a perfect addition to a collection of hotels that already includes such icons as The Plaza in New York, The Savoy in London, Fairmont Peace Hotel in Shanghai. We will be honored to welcome the Luton Hoo Hotel to the Fairmont family, and are excited to see the property’s transformation unfold over the coming months and years.”

Accor Live Limitless update – September 2023:

Earn bonus Accor points: Accor is not currently running a global promotion

New to Accor Live Limitless?  Read our review of Accor Live Limitless here and our article on points expiry rules here. Our analysis of what Accor Live Limitless points are worth is here.

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Comments (23)

This article is closed to new comments. Feel free to ask your question in the HfP forums.

  • Charles Martel says:

    Do the offers from AF and now QF suggest bookings are softening?

    • Harry T says:


    • Gordon says:

      Far from softening according to the this BBC news article this morning!

      Package holidays in Greece, Spain and Turkey soar in price

      Car hire rates are down though across the board!

      • Chabuddy Geezy says:

        Flying premium to Asia some airlines like Etihad have come down in price. Cathay, Singapore Airlines and Qantas remain very expensive.

        • Jonathan says:

          It’s a shame few airlines have a low fare finder feature like the BA app does, although it’s not at all easy to change your starting airport / region

        • S says:

          FWIW, I have just booked KUL > SIN > LHR > NCL with QF & codeshares in PE for November and it was probably 45% cheaper than the alternatives.

    • BuildBackBetter says:

      They are softening. Rob did say that in the forums I believe.

  • C says:

    I’ve the same question, looking for Australia next Easter and whilst I admit that’s school holidays / a demand spike, family of 4 flight (only) costs are still coming out £10k-£13k… eye watering.

    • The Savage Squirrel says:

      That’s a decent price for peak dates in Business and always has been. I find that encouraging!
      Prices for Business for 4 at the time of our last trip were over £20k…

      • Qrfan says:

        I assumed that was for economy. No way he’s getting to Australia for £2.5k each in business at Easter surely? It used to be that from the Scandies pre COVID.

        • The Savage Squirrel says:

          .Surely not? 30 seconds with google flights and Family of 4 is 5k in economy even on the most premium dates to most Aussie cities, over Easter 24.

          • Qrfan says:

            If he’s quoting business prices and thinks 10k for 4 people is eye watering then there’s a reality check coming…

          • tony says:

            That was my thought as well. We’re paying 2.4k pp just to Singapore on Lufthansa next month.

            Can see Oslo to Melbourne on KL and EY in J for £2750 for the fortnight my kids are off next year.

  • Gordon says:

    While we are on Amex related offers, The AF Amex offer of spend £1,000 get £150 back has reverted back to the original expiry date of 25/07/2023….

  • Kevin says:

    Nothing on my plat or marriott.

  • Gulz says:

    Arora group also owns IC O2 – wonder if it’s an ordinary practice for owners to run franchises from different hotel groups?

    • tony says:

      They own the Raddison Blu at Stansted and a Premier Inn at Gatwick as well.

      Similarly, Q Hotels run Marriott, Hilton & Mercure properties as well as ones under their own banner.

      • Rob says:

        Totally normal. Even if you want to only operate IHG hotels, you would soon find yourself with a site where you were not allowed to open the most suitable IHG brand due to a similar one being just down the road and would therefore end up doing a Hampton / Courtyard / Hilton / Sheraton instead.

        When a hotel is rebranded, eg Crowne Plaza The City going to Hyatt Regency Blackfriars, it is often under the same ownership. There may be a dispute about fees, or potentially (as may have happened with CP The City) the owner feels that there are too many competing hotels under the same loyalty programme, and that the benefits of being part of the scheme have been watered down too much to justify the fees.

        In this case, it is possible that the owners felt that – whilst Hyatt is a smaller brand – there were so few other Hyatt options in London that they’d get more business from hard core members than they would remaining with IHG and getting a tiny share of the larger group of hard core IHG loyalists looking for a room each night.

        • tony says:

          Can’t believe it was saturation of the IHG brand in the area. The Indigo on Minories never seems to have availability and the Express up at Old Street was the same. I’d wager it was the owners of Blackfriars being hacked off with the CP at Mount Pleasant being utter dross – but marketed under the same brand.

        • PeteM says:

          One of the more amusing examples, in my view, is in Swindon, where the same people run a Holiday Inn Express and Ibis Budget from the same building. It all used to be a HIE and at some point they added the Ibis Budget section.

  • JCL says:

    Apologies if this is an obvious question – how would it work if I wanted to use the Qantas offer from Heathrow, but with a BA connecting flight from Edinburgh first? Would I need to book those separately to trigger the offer? Not sure if “flights must start from London” would mean your first flight or just the international part.

    • Nick says:

      What do the T&C say? If it says ‘first international’ then it’s that. If it says ‘from London’ then it’s that.

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