An 84-acre estate on the doorstep of Stratford-upon-Avon
Hiddenwell will open a new spa resort at Ardencote Manor in early 2027, following an investment of around €29m (£25m). Set in some 34 hectares of countryside near Stratford-upon-Avon, the estate overlooks a lake of approximately 1.2 hectares.
Within the Hiddenwell collection, the site will join Hoar Cross Hall in Staffordshire and Eden Hall in Nottinghamshire. It will be the group’s first property in Warwickshire.
LTH Analysis – The concept draws on the two models already present in the collection: the resort with accommodation at Hoar Cross Hall and the day spa at Eden Hall. By combining these revenue streams on a single site, Hiddenwell is targeting both a local clientele and longer stays, in a UK destination spa market where outdoor thermal facilities are becoming a key differentiator.
A repositioning launched in June 2026
The project follows on from the change of identity in June 2026, when Barons Eden became Hiddenwell. The new umbrella brand now brings together the group’s portfolio of destination spas, with the stated ambition of supporting its growth.
At the time of the rebrand, the group operated two properties: Hoar Cross Hall, a 104-key spa retreat, and Eden Hall, a country day spa with 28 treatment rooms. Ardencote Manor and Orsett Hall, in Essex, were announced as the next two existing properties set to join the collection.
Chief executive Ed Law described the change of name at the time as the start of a new chapter, with the brand intended to reflect both where the business stands today and its trajectory as a growing collection of destination spas.
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A thermal offering built around cold therapy and touchless wellness
The transformation includes an expanded indoor and outdoor spa. The Spa Garden will feature four vitality pools, cryotherapy facilities, saunas and outdoor relaxation areas.
Among the most distinctive features is a real-snow experience created by snow cannons and integrated into the cold-therapy circuit. An enclosed Rainpool, designed to accommodate up to 20 guests, will combine warm water, simulated rain and LED projections. The programme also includes a magnesium pool and several saunas and steam rooms, among them a juniper sauna, a Himalayan salt sauna and a bespoke theatre sauna.
The treatment offering will be built around 31 treatment rooms, complemented by three rooms dedicated to touchless wellness experiences: sound therapy focused on meditation, sleep and relaxation, saltwater flotation and pod-based light chronotherapy.
A hybrid model between day spa and overnight stay
The estate will have 68 bedrooms, including suites with hot tubs, as well as three restaurants and three bars. Guests will be able to visit for the day, the evening or as part of an overnight stay.
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At a glance by The Hospitality Tribune
Hiddenwell commits £25m to Ardencote Manor
Largest investment to date for the UK destination spa group, formerly Barons Eden
83-acre Warwickshire estate near Stratford-upon-Avon, opening early 2027
68 bedrooms, 3 restaurants, 3 bars, 31 treatment rooms
Real-snow cold therapy, 20-guest Rainpool and touchless wellness rooms
Third UK destination after Hoar Cross Hall and Eden Hall
