A CLASS OF ITS OWN .

It is fair to say that Ludlow is a town which consistently punches above its weight.

Despite proudly becoming Britain’s first “slow town”, a title which recognises an emphasis on traditional values and quality of life, Ludlow’s reputation as a thriving market town has been enhanced by its much vaunted elevation as a centre of culinary excellence, boasting up to three Michelin restaurants and any number of award-winning specialist food producers as well as an immensely successful arts festival and an even more well known annual food festival.

Inspired by this dynamic environment, one of Ludlow’s institutions, De Grey’s Tea Room has, under new ownership, been transformed. Not only recreating its former glories, but surpassing them.

Behind its timbered Elizabethan façade, De Grey’s has its own bakery producing award-winning breads and pastries. The interior has been lovingly renovated with historic beams exposed to provide a dining experience that is high on authentic atmosphere and devoid of any kitsch, while an army of waitresses dressed in smart black skirts and crisp white aprons provide a friendly and efficient service which is redolent of an era long forgotten in many other parts of the U.K. The result has been a raft of awards, including recognition of its superb standards with the Tea Guild’s Award of Excellence in both 2004 and 2005.

The success of the venture can be measured in many ways: Not just the awards but the constant stream of visitors walking through its doors and an impressive year on year growth in turnover which has funded De Grey’s latest venture.

However, whereas the success of De Grey’s Tea Room is undoubtedly influenced by the exacting standards of a bygone age, the development in the adjoining building of nine guest bedrooms is responding to what the owners believe to be a new and significant trend in the leisure sector.

De Grey’s did not want to develop into a hotel, believing there is a significant market in the U.K. for people who want luxury in their bedrooms but resent paying the premiums required to support room service, restaurants and other guest services which in truth, are rarely used.

The developments of Travel Inns and Premier Lodge have readily demonstrated the demand for “no frills” accommodation at the volume end of the market, but De Grey’s research shows that there is a significant niche market for those who are willing to pay for superior accommodation but want little else besides.

In essence, we are really talking about “Bed & Breakfast” accommodation, but unfortunately, despite the fact that there are very good examples of the genre, such a title invariably has connotations of an inexpensive option where quality and finesse is compromised to keep prices rock bottom.

The premise at De Grey’s is just the opposite. The building, dating back to 1585, has until recently been used as serviced offices. The refurbishment is both extensive and extravagant. Governed by the massive oak beams that form the skeleton of the building, the designers have created a fascinating labyrinth nine luxury rooms or suites, each with their own distinct character and oodles of historic charm.

De Grey’s has been designed to give you a home from home. Each room offers plenty of space to sit and enjoy the surroundings, skilfully combining the newest entertainment technology with period style furniture and luxurious soft furnishings. Bathrooms are stunning and superbly equipped, featuring roll top baths and powerful walk-in showers and, where the Elizabethan architecture didn’t easily lend itself to the demands of the modern guest, the designers have shown even more ingenuity with one room featuring a “his” and “hers” bathroom, separated by a solid oak beam with a 4ft. girth.

Yet rooms are available from only £75 per night, with a top floor suite which can sleep up to four and has a master bedroom, large landing with walk-in wardrobe and a full size lounge overlooking Ludlow’s historic square, costing only £140 per night.

The luxury B & B concept is still rare in the U.K. If you were talking about a hotel, the bedrooms are easily four star standard and breakfasts, which are included in the price and are served on a reserved floor in the adjacent tea rooms, are of an excellent standard, accompanied as they are with fresh bread and pastries cooked in De Grey’s own bakery (a luxury which not every four star hotel can match!).

All that is missing is room service and the in-house restaurant for evening meals, but in a town like Ludlow, where dining options are plentiful, the lack of a restaurant is not perceived as a problem and many guests view De Grey’s as complementary to dining in Michelin starred restaurants such as Mr Underhill’s and Hibiscus whose accommodation offering is either limited or non-existent.

The environment is less starchy than most hotels but De Grey’s find that clients appreciate the informality, it helps to create that “home-from-home” feeling and they actively encourage guests to bring in their own wine and snacks so they can sit in their room, unwind and drink-in the atmosphere.

Occupancy levels have been running at around 70% since the venture opened in mid-April – based predominantly on referrals and repeat business. The final hurdle that needs to be overcome is establishing a generic name for the project which defines the product. De Grey’s can’t call itself a hotel, but referring to it as a bed and breakfast simply doesn’t do it justice.

The success of De Grey’s and its critical approval suggests that it is in the vanguard of a growing trend and if that is the case, then surely it won’t be too long before short and snappy terminology for the upper class bed and breakfast will enter the modern lexicon.