England's smallest county, Rutland, is emerging as a new hotspot for luxury brands and second-home buyers, with Nobu Hotels selecting it for the company's first countryside retreat. The move comes as the Cotswolds, long the preferred destination for celebrities and luxury hospitality, faces a cooling property market and criticism of over-commercialisation.
Nobu Chooses Rutland for Countryside Retreat
Nobu Hotels, co-founded by Hollywood actor Robert De Niro, will develop a hotel, spa, restaurants, fitness facilities, and private residences across 185 acres of countryside. The project is a partnership with Woolfox, a private members' club already established in the East Midlands county. This places Rutland alongside destinations such as Las Vegas, Malibu, Ibiza, Dubai, and Rome in Nobu's global portfolio.
Nobu Hospitality chief executive Trevor Horwell said: "This is a truly special location in the heart of England. For the first time within our portfolio we have the opportunity to create a countryside retreat experience in a setting defined by nature, tranquillity and a sense of escape."
Cotswolds Market Cools as Buyers Seek Alternatives
The decision to expand into Rutland rather than the Cotswolds has sparked questions about the latter's enduring appeal. Property values in the Cotswolds have reportedly fallen by 12 per cent over the past year, with some suggesting the area has become overcrowded, over-commercialised, and increasingly expensive. Long-standing residents have complained about the spread of fashionable coffee shops and the transformation of traditional pubs into high-end gastro venues.
Daily Mail columnist and local resident Nadine Dorries claimed house prices in the region are falling. Writer and restaurant critic Giles Coren posted on X: "The a**e has fallen out of the Cotswolds property market. Beyonce and Jay Z have lost interest. Ellen DeGeneres can't shift her £22.5m sh*thole. Thank God I got rid of mine when I did." Coren referred to reports that Beyoncé and Jay-Z decided against purchasing a property in the area, while Portia de Rossi and Ellen DeGeneres reportedly withdrew their 43-acre Oxfordshire farmhouse from the market after failing to secure a buyer.
Rutland's Appeal: Tranquility, Connectivity, and Value
Can Faik, co-founder of Global Hospitality Talk, said: "We're seeing a growing appetite among luxury travellers for destinations that offer a true sense of escape and Rutland is uniquely positioned to benefit from this trend. You get the charm of the English countryside within easy access to London."
Tom Wilson, director of King West estate agents, noted that interest in the area has risen significantly. A former London resident himself, he said: "We've had interest from across the country. Its connectivity is a big part of the appeal. Trains from Peterborough, Corby and Market Harborough are going to get you into King's Cross in 45 to 50 minutes. The area has been overlooked in the past, which is why there is still value here when you consider it against the Cotswolds, but now people have had their eyes opened to the fact it's not a backwater."
Educational Attractions Draw Families
Schools are another major attraction. Wilson said he has seen increasing numbers of families relocating from elsewhere in the UK, as well as expatriates from places including Hong Kong and Singapore who attended local schools and now want their own children educated there. Rutland's two towns, Oakham and Uppingham, are home to highly regarded independent schools. Boarding fees at Uppingham School now reach around £60,000 per year, with alumni including Stephen Fry, Rick Stein, and television presenter Phil Spencer. Oakham School charges around £55,000 annually and counts actor Matthew Macfadyen and former England cricketer Stuart Broad among its alumni. Other sought-after schools in the wider area include Oundle, Stamford, and Witham Hall Prep, alongside several Ofsted-rated outstanding state schools.
Value for Money Compared to Cotswolds
Wilson believes the county continues to offer stronger value for money than its southern rival. "There are parts of Rutland where a £1million budget might get you a four-bedroom house now," he said. "However, if you had a £2million budget then the difference between what you'd get here versus the Cotswolds would be marked. If you were looking at a rectory with five acres, there would definitely be a sea change in value up here." Among his recent sales was a Grade II-listed ironstone farmhouse in Braunston-in-Rutland set within 35 acres, which sold for £3.5million.
As for the arrival of Nobu, Wilson said: "It really has got the whole area buzzing."
Criticism of Cotswolds Tourism
Meanwhile, Cotswold district councillor Jon Wareing has criticised social media influencers, dubbed "TikTok tourists", for overwhelming Bourton-on-the-Water. He accused them of "exploiting the destination's heritage for clicks" as increasing numbers visit the village to capture photographs and videos. The popularity of Jeremy Clarkson's Diddly Squat Farm Shop and his nearby pub, The Farmer's Dog, has also fuelled tourism, with tables fully booked until mid-September despite menu prices including £26 pie and mash. Daylesford Farm has experienced similar demand, with restaurant reservations difficult to obtain, while shoppers continue to pay premium prices for products including an £11 loaf of bread and a £12.50 lemon drizzle cake.
