In an ever-evolving industry, Danny Pecorelli's unwavering dedication to sustainability has positioned Exclusive Collection as a trailblazer, becoming the UK's first hotel group to achieve B Corp status.
Founded by his father, Giuseppe Pecorelli, forty years ago, Danny joined the family business back in 1991, working his way through the company and taking on the position of managing director back in 1997, where he has been ever since. His passion for hospitality and sustainability has shaped the group’s philosophy, demonstrating that luxury and eco-consciousness can go hand-in-hand.
From enhancing biodiversity across the venues to striving to become carbon-positive, Danny is constantly educating himself in order to make the right choices for the future of the group.
Exclusive Collection is far from your typical hotel chain. With seven hotels now under its umbrella, following the recent addition of Ansty Hall, it’s renowned for offering unique and extraordinary experiences - with everything from glamorous stays and relaxing spa breaks to show-stopping events like weddings and Christmas parties.
We caught up with Danny to talk about what it means to be a B Corp certified, the challenges of running a sustainable hotel group, and future plans for Exclusive Collection.
In your own words, what is Exclusive Collection all about?
We are a second-generation family business that focuses on “creating happiness in amazing places”. We are a little bit more experiential than a straight hotel group with each property having something experiential, hence the 2 spas, cookery school, pub (in the Top 50 Gastro pubs), golf course, vineyard and 3 Michelin starred restaurants.
Do you think you would have ended up in this industry if it weren’t for your father and his involvement in the hotel group?
That’s a straight yes, I absolutely love the industry.
What’s the best thing about your job?
So many things but the people, both our own team and the customers but also the creativity, be it designing some new lakeside suites at South Lodge or working on a new restaurant concept at Lainston House, and knowing if we get it right it will put a smile on so many people’s faces.
Do you find that guests are increasingly valuing sustainability in their accommodation choices? Can you tell me about any trends you’ve observed?
Definitely in the corporate market it's increasingly a bigger part of the purchasing decision. With leisure we weave it into the story but it’s not the major decision factor.
How do you manage the challenge of growing Exclusive Collection while preserving the family-oriented culture of the business?
The key word in the question is culture. We work really really hard on a positive rewarding culture and showing we care, so if our family size is 1,000 people working with us then we have to tweak the cultural strategy to make sure we are reaching every one of the family.
What are the main challenges you encounter when it comes to running a sustainable hotel group?
It’s constantly educating ourselves so we can make the best decisions in a complex landscape. We have been doing a lot of work on biodiversity in our 691 acres of land, but this can sometimes cause challenges around our timeframe of being carbon positive next year.
![the grounds at pennyhill park]()
The gardens at Pennyhill Park, Surrey.
How, if at all, has your B Corp status changed the way things are run?
It’s pretty much transformed the way we look at things. We had to change our Articles of Association to say we would look at people, planet and profit on an equal footing which was really liberating. It’s also great to see the B Corp philosophies being picked up and run with by the team.
What do you see as the biggest challenges facing the sustainable hospitality industry?
I think it’s perfectly possible to have sustainable luxury. I think the challenge is it’s a lot harder to deliver and requires even more focus and effort.
What advice would you offer to those looking to make their venues more sustainable?
Just get on and do it, so many people will help you on the journey because they care.
When selecting new venues, such as Ansty Hall, what key qualities do you look for?
Our model is pretty simple, we look for beautiful historic buildings that we can turn into something special and that are really well located - Ansty Hall absolutely fitted that model.
![the exterior at ansty hall]()
Find out more about the dramatic revamp of Ansty Hall, the latest addition to the Exclusive Collection group.
Of all your properties, do you have a favourite? Why?
I’m afraid I have a political answer for that, they are like your kids they are all different and you love them all equally.
Any plans for the future of Exclusive Collection?
It’s fun just evolving organically and creating new experiences. In the last 18 months we have bought a new hotel and had fun refurbishing it, added Cabanas at Pennyhill Park, added the most amazing lakeside suites at South Lodge and wild swimming. I’m currently finalising plans to turn the beautiful Dovecote at Lainston into the most incredible honeymoon suite. After that we will be working on some exciting new developments but it’s too early to let the cat out the bag.
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