The acquisition and the price basis
The PIG has acquired The Tunbridge Wells Hotel on The Pantiles in Royal Tunbridge Wells. The buyer is Home Grown Hotels, the operator of the PIG brand. The building is an 18th-century Georgian property that trades today as The Tunbridge Wells Hotel, and the group lists it as coming soon on its own site.
The hotel came to market in November 2025 through Fleurets at a guide price of 2.7 million pounds as a virtual freehold, per Boutique Hotel News. The transaction price is undisclosed. The hotel holds 20 en-suite bedrooms, a bar and restaurant with capacity for about 80 people, a function suite for 50 seated guests and an external seating area that could hold about 90 covers subject to a paving licence, per the agent's particulars. Those 20 keys stay in the overnight pool until the group publishes a conversion programme.
The route to market for 20 keys
The PIG sells through its own brand and its own booking pages. The group lists nine hotels and a pub, and it counts the nine as its trading estate. It has published no revised bedroom count, no opening date and no conversion detail for the Tunbridge Wells property, and it states that further detail will follow as plans develop.
Kevin Styles, the group's chief executive, said in the announcement that securing a new home in Tunbridge Wells is a significant moment for the PIG as the group marks its 15th anniversary. The group had planned a Kent property at Groombridge Place instead. KentOnline reported the scrapped conversion at more than 20 million pounds across 56 bedrooms, nine of them in the manor house, and the group sold the site after planning delays.
The freehold around the hotel
BNP Paribas Real Estate and Strutt & Parker, acting with Targetfollow, brought The Pantiles to market on 6 August 2026. The offering covers 40,074 square feet across 25 retail and restaurant units in the Georgian colonnade, with residential and workspace accommodation above and potential to refurbish up to 28 flats. The estate produces 936,855 pounds a year and 1,068,354 pounds on reversion, per the agents. It drew 1.6 million visitors in 2025, a figure the agents project at 2 million for 2026.
The sale also carries Tunbridge Wells and Rusthall Commons, 250 acres of open and wooded land, and the Lord of the Manor of Rusthall title. The estate has not been offered publicly since Targetfollow bought it in 2008. Hugh White, head of national capital markets at BNP Paribas Real Estate, described the estate as an exceptionally rare opportunity with existing income and long-term asset management potential.
What the documents leave open
The agents' offering page does not describe the hotel holding, so the hotel sale and the estate sale price separately. Neither the operator nor the agents has published a conversion programme, a revised bedroom count or a reopening date for the property under The PIG. A revenue desk watching this address tracks two documents: the group's conversion announcement and the estate's sale.