Rutland, often overlooked and difficult to locate on a map, is poised to become a premier destination for luxury living and hospitality, with Nobu Hotels selecting it for its first countryside retreat. The smallest county in England will host the Nobu Woolfox development, a collaboration with the private member's club Woolfox, signaling a potential shift away from established luxury hubs like the Cotswolds.
This development in England's East Midlands comes as the Cotswolds reportedly experiences a downturn. Rutland, conversely, is experiencing a surge in popularity attributed to its scenic countryside, historic towns, charming villages, and reputable schools. The Nobu Woolfox resort is planned for 185 acres and will include a hotel, spa, restaurants, a gym, and private residences.
Trevor Horwell, CEO of Nobu Hospitality, described the location as "a truly special place in the heart of England," noting the opportunity to create a countryside retreat defined by "nature, tranquillity and a sense of escape."
Can Faik, co-founder of Global Hospitality Talk, noted a growing demand among luxury travelers for destinations offering a "true sense of escape," positioning Rutland to benefit from this trend due to its "charm of the English countryside within easy access to London."
In contrast, the Cotswolds appear to be facing challenges. Reports indicate a slump in property prices, with some attributing it to overcrowding, high costs, and a perceived loss of authenticity. Celebrities who have invested in the area, such as Beyoncé and Jay-Z, and Ellen DeGeneres, have reportedly struggled to sell their properties, with prices in the Cotswolds district reportedly falling by 12% in the past year.
Long-time residents and local officials have expressed concerns about the impact of tourism, including the proliferation of trendy coffee shops, expensive gastro-pubs, and the phenomenon of "TikTok tourists" seeking selfies at popular spots like Bourton-on-the-Water. Jeremy Clarkson's farm shop and pub also draw significant crowds, with tables at his pub booked months in advance.
Rutland, meanwhile, is experiencing a more measured growth. Tom Wilson, director of King West estate agents, has observed increased interest from across the UK, citing the area's connectivity to London via fast train services from nearby stations. He noted that Rutland still offers significant value compared to the Cotswolds, with a £1 million budget potentially securing a four-bedroom house, and a £2 million budget yielding more substantial properties like a rectory with acreage.
The presence of prestigious schools, including Uppingham and Oakham, contributes to Rutland's appeal for families and relocating professionals. Annual boarding fees at Uppingham are approximately £60,000, with notable alumni including Stephen Fry and Rick Stein. Oakham School, with fees around £55,000 per year, counts actor Matthew Macfadyen and cricketer Stuart Broad among its former pupils. Other well-regarded institutions in the vicinity include Oundle, Stamford, and Witham Hall Prep. IMAGE3
Estate agent Tom Wilson reported a recent significant sale of a Grade II listed ironstone farmhouse in Braunston-in-Rutland for £3.5 million, set on 35 acres. He stated that the Nobu development has generated considerable excitement in the region.
Clare Rudd-Jones, editor of Stamford Living and Rutland Living magazines, moved to Stamford a decade ago and has witnessed the area's growing appeal. She described it as "the Cotswolds without the crowds," offering similar aesthetic qualities and lifestyle benefits at a more accessible price point. Rudd-Jones highlighted the strong local food scene, independent boutiques, and beautiful countryside, noting that the area still retains a "hidden gem" feel.
Rutland's cultural offerings also include events like the Nevill Holt Festival, a summer celebration of opera, music, theatre, and arts. Local businesses like Gates Farm Shop & Butchery in Oakham are seen as alternatives to upscale establishments like Daylesford Farm.
The luxury hospitality insider also suggested that Estelle Manor in the Cotswolds served as an inspiration for the new Nobu resort in Rutland, a hotel that has hosted celebrities such as Kate Moss and Kim Kardashian. The burgeoning interest in Rutland suggests the county is a serious contender in the luxury destination market.