At a time when Britain’s independent hotels are under growing pressure from rising costs, labour shortages and the relentless march of standardisation, longevity has become a mark of quiet distinction.
On the edge of the North Norfolk coast, The Grove Cromer is celebrating a milestone that few hospitality businesses now reach: ninety years of continuous family ownership.
Founded in 1936, The Grove’s story is not one of rapid expansion or reinvention for its own sake, but of steady evolution anchored in clear values. It is a model of British hospitality that feels increasingly rare, personal, place-led and proudly independent.
A family legacy rooted in enterprise
The Grove began life as a country house and working farm, established by Bob and Hilda Graveling at a time when holidays to the Norfolk coast were becoming a fixture of British life. From the outset, the division of responsibilities was telling. Bob focused on the land, supplying fresh produce from the estate, while Hilda oversaw the guest experience, setting standards of care and attention that would define the hotel for generations.
That ethos has been carefully passed down. Bob and Hilda were succeeded by their son John and his wife Ann, who guided The Grove through the latter half of the 20th century, navigating changing travel habits and rising expectations. Today, the third generation, Richard and Chris Graveling, continue to steer the business, blending respect for heritage with a clear-eyed understanding of modern hospitality.
What makes The Grove’s lineage compelling is not just its continuity, but its coherence. Each generation has built upon the last without diluting the core principles: quality, warmth and a genuine sense of place.
Sustainability before it was fashionable
Long before sustainability became a marketing buzzword, The Grove was practising it out of necessity and conviction. The hotel’s gardens remain central to its operation, supplying produce for its kitchens and keeping food miles astonishingly low, a reported 0.016 miles in many cases.
This connection to the land shapes the guest experience. Meals reflect seasonality rather than trends, and the hotel’s expansion has been carefully managed to protect its rural character. Accommodation now spans traditional hotel rooms, self-catering cottages and thoughtfully designed glamping, allowing The Grove to cater to a broad mix of guests without losing its identity.
Dining that reflects Norfolk
Food is a defining pillar of The Grove’s reputation. The Garden Rooms restaurant offers refined, two-rosette dining that champions local ingredients and classical technique, while remaining approachable rather than formal. It is the sort of restaurant that appeals equally to destination diners and hotel guests who value substance over spectacle.
For something more relaxed, Sundown delivers a distinctly Norfolk take on tapas and pizza, served in striking giant tipis. It is an inventive concept that broadens the hotel’s appeal, attracting locals and visitors alike while maintaining a sense of occasion.
Comfort with character
Beyond food and accommodation, The Grove has quietly built a holistic offering that encourages guests to slow down. An indoor swimming pool provides year-round appeal, while The Massage Hut offers discreet, low-key wellness rather than spa theatrics. It is comfort designed to complement the landscape, not compete with it.
That balance between tradition and modernity has earned recognition from across the industry. The Grove holds AA Four Star status and AA Two Rosettes, alongside accolades including AA Story of the Year, Silver awards for Glampsite of the Year and Norfolk Hotel of the Year, eviivo Hidden Gem, TripAdvisor Traveller’s Choice, and the Norfolk Architect’s Award for The Orchard Rooms.
Ambition without losing soul
Despite its heritage, The Grove is not resting on its past. “Our aim is to become the top independent hotel in Norfolk,” says Chris Graveling — an ambition that speaks not to scale, but to standards. Development here is evolutionary rather than disruptive, guided by a desire to leave the business stronger for the next generation.
In an industry increasingly dominated by homogeneity, The Grove Cromer stands as proof that family-run hotels can still thrive — not by chasing every trend, but by staying true to what made them special in the first place.
Ninety years on, that may be its greatest achievement.