Reinventing the Classic British Inn for the 21st Century
Greene King’s upscale Everly Hotels Collection combines modern comfort with local impact
Classic British inns, with pubs on the ground floor and travelers’ rooms above, are beloved local establishments known for their cozy atmosphere, friendly banter, and hearty food. But in 2022, a one-two punch—pandemic restrictions and year-over-year declining alcohol sales—hit pubs and hotels across the UK hard. Greene King, a storied British pub, brewing, and hospitality company, was no exception. The challenge: create a new, destination-led hotel brand that met modern standards while staying true to the company’s rich heritage. Together, Greene King and IDEO balanced tradition and innovation to create the new premium Everly Hotels Collection, which launched just two years after the project began.
2 years
from concept to the launch of Greene King’s boutique Everly Hotels Collection
1 pilot hotel
The Whites Horses opened in Rottingdean in 2024
The number of pubs across the UK has been steadily declining since 1980 (from 69,000 to around 31,000 in 2023), a dip driven by high operating costs and changing preferences for low- or no-alcohol drinks among younger Brits.
Greene King wanted guests to have a consistent brand experience while maintaining the storied charm that makes each property unique.
During the height of Covid-19 social distancing measures, going to pubs was considered risky behavior, causing tabloids to declare “Pub-aggedon!”
When Greene King approached IDEO in early 2022, it was the UK’s leading hospitality brand, with over 2,700 pubs, restaurants, and hotels. At that time, consumers in the UK and other parts of the world were beginning to rediscover the joys of travel after years of pandemic lockdowns. Greene King’s newly formed venture team wanted to discover how guest expectations had shifted during Covid-19 and how a new customer-centric hotel brand and signature service experience might meet—or exceed—their expectations.
To get inspired, the IDEO team interviewed a range of travellers of different ages and backgrounds, met with hospitality and luxury experts, and conducted immersion visits, including visiting high-end hotels. The research revealed modern travelers want unique hotel experiences that cater to their curiosity, support local communities, and are environmentally sustainable. Luxury, which once meant “exclusive,” was now about enabling one-of-a-kind cultural experiences. Today’s travelers value inclusivity, accessibility, and well-being; they want to feel welcome, do things at their own pace and have thoughtfully curated options to choose from. They also expect hospitality practices to be ethical and sustainable, contributing to the welfare of local communities and the planet.
Building off this research, IDEO crafted a value proposition for Greene King’s new Everly Hotels Collection called “Discover Local Character” that leverages the best parts of a classic British inn—bespoke historic locations full of character, culture, and stories—while offering guests a modern experience from pre-arrival to departure, all grounded in supporting the communities they are in.
Signature moments include personalized messages and videos to inspire guests before arrival and a warm welcome during check-in, including staff recommendations and local maps highlighting neighborhood gems. During their stay, guests enjoy expansive all-day local, seasonal food and beverage menus that cater to various dietary needs; rooms that feature pantries stocked with regionally sourced goods; art, music, furnishings, and other amenities from local talent throughout the hotel; and activities and events led by area experts. Guests tangibly experience Greene King’s commitment to sustainability through its use of local materials, produce, talent, and partnerships, all designed to support the surrounding community. Upon departure, guests receive personalized thank-you notes.
In addition to the signature hotel experience moments, IDEO delivered branding recommendations for The Everly Hotels Collection, including visual identity and tone of voice that provide a cohesive look and feel for the collection of inns while simultaneously showcasing each property's unique character. This was all packaged as an experience playbook, with design principles and briefs to help guide implementation decision-making across Greene King’s marketing, digital, interior design, and food and beverage teams.
A few months after the project ended, Greene King launched The Everly Hotels Collection. Its pilot hotel, The White Horses in Rottingdean, East Sussex, opened within the year. The new brand and guest experience strengthened bonds with Greene King’s loyal customers and first-time guests, ensuring the brand's relevance and appeal in a competitive market. More hotels are planned in the Wiltshire countryside and other scenic UK locations.
When Greene King approached IDEO in early 2022, it was the UK’s leading hospitality brand, with over 2,700 pubs, restaurants, and hotels. At that time, consumers in the UK and other parts of the world were beginning to rediscover the joys of travel after years of pandemic lockdowns. Greene King’s newly formed venture team wanted to discover how guest expectations had shifted during Covid-19 and how a new customer-centric hotel brand and signature service experience might meet—or exceed—their expectations.
To get inspired, the IDEO team interviewed a range of travellers of different ages and backgrounds, met with hospitality and luxury experts, and conducted immersion visits, including visiting high-end hotels. The research revealed modern travelers want unique hotel experiences that cater to their curiosity, support local communities, and are environmentally sustainable. Luxury, which once meant “exclusive,” was now about enabling one-of-a-kind cultural experiences. Today’s travelers value inclusivity, accessibility, and well-being; they want to feel welcome, do things at their own pace and have thoughtfully curated options to choose from. They also expect hospitality practices to be ethical and sustainable, contributing to the welfare of local communities and the planet.
Building off this research, IDEO crafted a value proposition for Greene King’s new Everly Hotels Collection called “Discover Local Character” that leverages the best parts of a classic British inn—bespoke historic locations full of character, culture, and stories—while offering guests a modern experience from pre-arrival to departure, all grounded in supporting the communities they are in.
Signature moments include personalized messages and videos to inspire guests before arrival and a warm welcome during check-in, including staff recommendations and local maps highlighting neighborhood gems. During their stay, guests enjoy expansive all-day local, seasonal food and beverage menus that cater to various dietary needs; rooms that feature pantries stocked with regionally sourced goods; art, music, furnishings, and other amenities from local talent throughout the hotel; and activities and events led by area experts. Guests tangibly experience Greene King’s commitment to sustainability through its use of local materials, produce, talent, and partnerships, all designed to support the surrounding community. Upon departure, guests receive personalized thank-you notes.
In addition to the signature hotel experience moments, IDEO delivered branding recommendations for The Everly Hotels Collection, including visual identity and tone of voice that provide a cohesive look and feel for the collection of inns while simultaneously showcasing each property's unique character. This was all packaged as an experience playbook, with design principles and briefs to help guide implementation decision-making across Greene King’s marketing, digital, interior design, and food and beverage teams.
A few months after the project ended, Greene King launched The Everly Hotels Collection. Its pilot hotel, The White Horses in Rottingdean, East Sussex, opened within the year. The new brand and guest experience strengthened bonds with Greene King’s loyal customers and first-time guests, ensuring the brand's relevance and appeal in a competitive market. More hotels are planned in the Wiltshire countryside and other scenic UK locations.
“We are delighted with what we have achieved. IDEO’s insights work and concept development gave us a strong brand proposition and guest experience briefs. This set us up for success in our brand and design development process.”
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