The Grove Interview – ISC 2024

One location links Glenn Hoddle, Donald Trump, Tiger Woods, James Maddison and members of the Harry Potter cast.

All of them have been hosted by The Grove: a five-star hotel and golf resort.

Located just 30 minutes away from Wembley Stadium, the facility boasts a Championship golf course, five restaurants, a spa and a walled garden with outdoor pool. As well as offering a relaxing retreat for families and conference space for NATO, it also holds a close relationship with a number of sports teams and brands.

“If you can think of every single major footballing or sporting event that’s happened in London, at Wembley, or in other areas, then you can put your money on it The Grove has some involvement,” says Elliot Brown, Resort Sales Manager at The Grove.

This can be as an accommodation provider or as a space for brand activation. Just this year, The Grove will enjoy opportunities associated with events such as the Formula 1 British Grand Prix at Silverstone and the Uefa Champions League final at Wembley.

Meanwhile, the resort will keep up with its usual engagements over FA Cup semi-final weekend, while every week there are clubs in the EFL Championship and the Premier League coming back for more.

“We continue to improve our product year-on-year so that when these teams do come back, whether they’re successful at Wembley or not, they’re more than happy to return,” Brown said.

Sporting excellence is embedded in the grounds of The Grove, where their Championship golf course has its own historic significance. It has played host to two major golf tournaments, while Tiger Woods shot three eagles in a row on its ninth hole back in 2006.

But with its constant improvement central to its ethos, The Grove will not rest on its laurels – as a recent refurbishment demonstrates.

It is clear attention that to detail is key. For its restoration, The Grove brought back its original designer from its opening 20 years ago, while every single one of its 214 bedrooms received new pillows.

This care and attention also extends to its hospitality when elite sports teams come to stay.

“Last season we supported a European club who hadn’t competed in London for quite some time to find training facilities in London,” Brown reveals.

“We actually have a pitch at The Grove, and some teams use that for a full training session, but this particular team wanted to go offsite and have separation from the accommodation so we helped them source a training site.”

The Grove also helps to provide players with last-minute Easter breaks or on-site golf trips, assisted by its sister brand Luxury Family Hotels.

“It’s a full end-to-end relationship we have with the sports industry that goes beyond just accommodating trams and clients of brands,” explains Brown.

It is unsurprising that players tend to return with their families. The Grove itself is owned by two brothers who have been at the helm since it was founded.

A dedicated family pool, a high-end Asian fusion restaurant and the Cloud 9 dining experience in a hot-air balloon are all a testament to versatility. The Grove is simultaneously a state-of-the-art space for teams and businesses and a place for families and celebratory occasions.

In this regard, Brown says it sees itself as more than a hospitality business.

“We feel strongly that we’re a lifestyle business,” he says. “Whether people are looking to their very first corporate away day or whether it’s somebody’s first date, we can plug that gap and support all these life experiences.”