Birch, Cheshunt, England

The New Concept of The Year Award

A lifestyle hotel for those looking to escape the hustle and bustle of London, Birch is housed in a former De Vere Theobalds Estate Hotel and spins hospitality on its head. The owners have built a community within which patrons can be themselves, meet like-minded people and disconnect from the daily life. The judges agreed that ‘the concept is authentic’ and cannot wait to see how the brand expands.

Winners