Soho House Reinvents the Roadside Hospitality Experience
Putting a new luxe spin on the traditional roadside hotel, global hotel and members' club brand Soho House has opened the first of a series of affordable hospitality spaces next to the motorway in Oxfordshire, in the UK.
Mollie's Motel & Diner, inspired by 1950s Americana culture, is a motel, diner and drive-through, complete with a general store and a co-working space. It's located close to the company's iconic Soho Farmhouse property.
The motel's 79 rooms, including its interconnected family and bunk-bed options, feature luxury touches associated with the brand, such as toiletries from Soho House's spa brand Cowshed, as well as Egyptian cotton sheets and rainforest shower heads.
Guests can make reservations, check in and out, order room service and access keyless room entry via an app. Rooms will initially cost £50 per night and will go up to £75 in May.
Soho House founder Nick Jones said: "It's been a long-standing passion project of mine to have a go at reinventing the British roadside experience. ... My aim with the first Mollie's Motel & Diner is to offer affordable style for everyone to eat, drink and sleep over."
Alongside elevating the tired reputation of the motorway service pit-stop, this development is a sign that private membership organisations are beginning to diversify their offerings in order to compete in what is becoming an increasingly crowded market.