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October 30.2025
3 Minutes Read

Stay Original Company Expands Its Boutique Hotels with Eastbury Acquisition

Charming vintage car in front of a boutique hotel entrance.

The Eastbury Hotel's New Chapter: A Fusion of Luxury and Comfort

The historic Eastbury Hotel, a luxury Georgian townhouse located in the picturesque town of Sherborne, Dorset, has officially transitioned to a new ownership under the Stay Original Company. This acquisition, which marks the seventh addition to Stay Original's boutique hotel portfolio, signals an exciting step forward in the UK’s luxury accommodation landscape.

Reimagining a Legacy

The Eastbury Hotel, previously owned by the de Savary family since 2018, has witnessed significant transformations during their stewardship, including the addition of luxurious potting shed bedrooms and a serene spa encased in lush gardens. Lana de Savary, one of the previous owners, expressed great emotion in passing the torch to Rob Greacen and James Brooke-Webb of Stay Original, stating, "We are delighted to pass this on..." Their commitment to enhancing the Eastbury’s charm, while sustaining its rich legacy, is commendable.

Plans for Quality and Elegance

With plans for an extensive refurbishment set to begin in 2026, the Stay Original Company aims to elevate the hotel’s guest experience significantly. The refurbishment will encompass the updating of the hotel’s 26 bedrooms, including new interiors and luxurious bathrooms, creating an inviting sanctuary that’s both modern and reflective of the hotel's historical essence. Furthermore, the hotel will introduce an all-day food and beverage offer, featuring a bakery that promises to combine local flavors with sophistication.

The Impact on the Boutique Hotel Market

As boutique hotels continue to gain traction among travelers looking for unique and personalized experiences, the acquisition of the Eastbury Hotel demonstrates Stay Original’s strategic focus on expanding its niche within the luxury sector. This move not only enhances their offering in the South West of England but also contributes positively to regional tourism.

Adding to Stay Original's Distinctive Portfolio

Stay Original’s growing collection now stands as a champion for boutique hotels in England. Alongside the Eastbury Hotel, the company operates other notable establishments, such as The Swan in Wedmore and The White Hart in Somerton. The diverse offerings allow guests to experience various styles and atmospheres while ensuring luxury and comfort remain top priorities.

A Vision Beyond Hospitality

Rob Greacen and James Brooke-Webb have expressed their enthusiasm for the Eastbury Hotel, describing it as "a little jewel in the centre of Sherborne." Their vision aims to blend tradition with modern hospitality standards, setting a benchmark for romantic getaways and unique experiences in the UK.

User-Centric Experience and Market Trends

The hospitality industry is witnessing a trend toward more intimate, personalized hotel experiences. As travelers increasingly seek unique boutique hotels that offer not just comfort but also a sense of place and connection, Stay Original’s investment in the Eastbury Hotel is poised to meet this demand head-on. This acquisition underlines the importance of adaptability and customer-centric offerings in an evolving market, reaffirming the brand's dedication to curating memorable stays for both leisure and business travelers.

Final Thoughts on the Future

As the renovation progresses and the relaunch approaches, the Eastbury Hotel symbolizes more than just an acquisition. It represents the evolution of boutique accommodation, blending luxury with heritage. Both frequent travelers and locals are eager to see how this historical establishment will embrace its new chapter, contributing to Sherborne’s charm and offering guests an unforgettable experience.

For those interested in boutique hotels near them, the Eastbury Hotel emerges as a promising contender in 2026. As renovations unfold, stay tuned for updates and opportunities to experience this luxury boutique hotel.

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