The directors present the strategic report for the year ended 31 December 2025.
The principal activity of the Company continued to be the operation of The Stafford London.
The London luxury hotel market remained highly competitive during 2025, with additional supply and major refurbishments increasing pressure on occupancy and rates. Management responded through targeted promotions, active cost management and continued focus on service and brand positioning.
In September 2025, the hotel commenced its partnership with Michelin-starred chef Michael Caines MBE and launched Michael Caines at The Stafford, strengthening its Food & Beverage offering. The restaurant subsequently achieved 3 AA Rosettes and its first Michelin Star in 2026.
Key performance indicators
The company employs a comprehensive set of key performance indicators (KPIs), both financial and strategic, to monitor performance against its business objectives. These are tracked on a daily and periodic basis. Senior management review these KPIs regularly and they form part of the business’s internal reporting framework. The measures included are those considered most relevant in assessing the performance of the business and its progress against strategic priorities.
| 2025 | 2024 |
Turnover from continuing operations (£m) | £21m | £22m |
Gross margin | 30% | 31% |
EBITDA (£) | £5.3m | £6.1m |
EBITDA margin | 25.7% | 27.6% |
Revenue per Available Room (RevPAR)
RevPAR is a primary metric used by management and the hotel industry to assess hotel performance. Room RevPAR comprises hotel rooms revenue divided by the number of room nights available and can be mathematically derived from occupancy multiplied by average daily rate. Occupancy is rooms occupied by hotel guests expressed as a percentage of rooms available. Average daily rate is rooms revenue divided by the number of rooms sold.
During 2025, RevPAR was £384, reflecting an occupancy-driven decline of 5.2% on the previous year.
Occupancy
Occupancy is the total number of occupied rooms divided by the total number of available rooms. It is monitored closely by management, with pricing and sales strategies adjusted where appropriate to support performance.
Occupancy reduced to 65.2% on prior year, a decline of 10.2%. This level of room utilisation reflects the tougher market conditions in London but also the hotel’s strategy to maintain a higher profitable rate above occupancy-driven sales.
Total Gross Revenue
Total gross revenue provides a measure of the overall scale and strength of the business and brand. It includes revenue generated from hotel operations, food and beverage venues and other operating income such as guest transportation or guest laundry.
Hotel Turnover 2025 was £20,691,167. The year-on-year movement of (6.9%) reflects a slower trading across all revenue streams albeit management ensured that the hotel reduced its cost base accordingly.
The directors consider that, due to the nature of the business, The Stafford Hotel Limited’s operations and earnings are subject to several market and financial risks. The business operates in the luxury hospitality sector and is thus exposed to broader macroeconomic uncertainty, inflationary pressures affecting payroll, operating costs and utilities, labour market challenges and fluctuations in customer demand across business and leisure travel segments.
Events that adversely impact domestic or international travel
The ability to sustain given levels of occupancy and room rates can be adversely affected by events that reduce domestic and international travel. Such events may include acts of terrorism, epidemics, natural disasters, increased cost of travel and industrial action.
Key personnel
Implementation of the company's strategy depends on its ability to attract, develop and retain employees with the appropriate skills, experience and aptitude. Implementation and development of a company induction scheme as well as ongoing training and development combined with attractive compensation, benefit and incentive schemes all help to minimise the risk.
Information technology systems and infrastructure
The company invests in systems that are appropriate to the business to maximise client relationship management, provide effective communication internally and externally and provide comprehensive reporting capabilities with suitable levels of security and data protection. The monitoring and development of such systems are outsourced to provide continuity and a cost-effective solution.
Financial risk management
The company's operations expose it to a variety of financial risks that include the effects of changes in price risk, treasury risk, credit risk, liquidity and cash flow risk.
Price risk - The hotel industry supply and demand cycle
The hotel industry operates in an inherently cyclical marketplace. A weakening in demand or an increase in market supply may lead to downward pressure on room rates and/or occupancies. The company has systems in place that are designed to minimise the impact of such fluctuations as far as possible to optimise operating profits.
Treasury risk
In view of the company's exposure to upward fluctuations in interest rates, hedging instruments are used to minimise the potential impact on profitability.
Credit risk - The ability to borrow and satisfy debt covenants
The company funds its operational and refurbishment programmes through facilities provided by its bankers, together with support from its ultimate controlling party. The availability of such funding depends on conditions in the marketplace and on the company's ability to service its facilities, and the facilities are subject to debt covenants which management reviews regularly to monitor compliance throughout the year.
During 2026 the directors have taken steps to strengthen the company's financing and liquidity position, including refinancing activity in respect of the company's junior indebtedness and the provision of additional working capital. The directors maintain regular dialogue with the company's senior lenders and advisers and monitor the company's liquidity requirements and its obligations under its financing arrangements on an ongoing basis.
The directors recognise that the company's ability to meet its obligations as they fall due depends on the continued availability of these facilities, the outcome of financing initiatives that remain in progress, and the continued support of the ultimate controlling party. The directors' assessment of these matters, including the downside scenarios considered and the mitigating actions available, is set out in the going concern and outlook section below.
Liquidity and cash flow risk
The company manages liquidity risk by maintaining adequate reserves and by monitoring forecast and actual cash flows. The company's loan facility ensures continuity of funding. The company's operations are impacted by the currently elevated levels of inflation. The company aims to mitigate the impacts of inflation through increased prices for its customers and by seeking cost efficiencies.
The company finances its assets and operations using retained earnings, group funding and bank borrowings. The company is exposed to the usual credit risk and cash flow risk associated with selling on credit and manages this through credit control procedures.
In light of the broader economic and geopolitical environment and its continuing impact on the luxury hospitality sector, the directors have maintained close oversight of the Company's trading performance, liquidity position and financial forecasts throughout 2026. Detailed cash flow forecasts, budgets and operational plans are reviewed and updated regularly to reflect actual trading performance, forward bookings, financing costs and known changes in the business. This disciplined approach to financial planning, forecasting and cash management will continue.
Trading during the first half of 2026 was below the Company's original expectations, particularly during the first quarter. Performance was affected by softer demand from certain key international markets, geopolitical uncertainty and the timing of the recovery in luxury travel. These factors placed additional pressure on operational cash flow and liquidity during the period.
In response, the directors and management implemented a range of measures to strengthen trading and improve the Company's financial position. These included increased investment in sales and marketing, targeted activity across the Company's principal international and domestic markets, initiatives to improve occupancy and Average Daily Rate, continued development of corporate and group business, and measures to enhance both rooms and Food & Beverage revenues.
The Company has continued to invest in the positioning of The Stafford London as an independent luxury hotel and in strengthening its Food & Beverage offering. The strategic partnership with chef Michael Caines MBE, which obtained a Michelin star in 2026, together with the continued development of the hotel's restaurant and bar proposition, forms an important part of the strategy to increase both resident and non-resident revenues and broaden the hotel's overall revenue base.
The commercial initiatives undertaken during the year have contributed to an improving outlook for the second half of 2026. The directors expect H2 2026 trading to be stronger than H1, supported by forward bookings, increased international and domestic sales activity, continued focus on occupancy and room rates and further development of Food & Beverage revenues. The directors nevertheless continue to monitor trading performance closely and have considered downside scenarios in which the anticipated improvement is delayed or is below current expectations.
In parallel with these operational initiatives, the directors have taken significant steps during 2026 to strengthen the Company's financing and liquidity position. This has included refinancing activity in respect of the Company's junior indebtedness, together with the provision of additional working capital to the business. The directors continue to maintain regular dialogue with the Company's senior lenders and advisers and actively monitor the Company's liquidity requirements and obligations under its financing arrangements.
Where further financing initiatives or amendments to existing financing arrangements remain under discussion at the date of approval of these financial statements, the directors have not assumed completion of those arrangements unless there is sufficient certainty regarding their availability. The going-concern assessment has therefore been prepared having regard to financing arrangements actually available to the Company, together with other sources of support which the directors reasonably expect to remain available.
As part of their going-concern assessment, the directors have reviewed detailed cash flow forecasts covering a period of at least 12 months from the date of approval of the financial statements. These forecasts take into account anticipated trading performance, forward bookings, operating expenditure, financing costs, debt-service obligations and available liquidity.
The directors have also considered appropriate downside scenarios, including lower-than-forecast revenue and EBITDA and the resulting impact on liquidity and the Company's ability to meet its obligations as they fall due. In such circumstances, the directors consider that a number of mitigating actions would be available, including further operational and cash-management measures, control of discretionary expenditure and, where appropriate, additional financial support from the Company's ultimate controlling party.
The Company's ultimate controlling party has historically provided financial support to the Company when required and has confirmed its willingness to continue to provide additional financial support, if necessary. This is supported by previous financial contributions and the provision of a formal letter of support.
Having considered the Company's current trading position, cash flow forecasts and downside scenarios, available financing arrangements, mitigating actions available to management and the directors, and the continued financial support available from the ultimate controlling party, the directors have a reasonable expectation that the Company will have adequate resources to continue in operational existence and meet its liabilities as they fall due for a period of at least 12 months from the date of approval of these financial statements.
Accordingly, the directors consider it appropriate to prepare the financial statements on a going concern basis.
On behalf of the board
The directors present their annual report and financial statements for the year ended 31 December 2025.
The results for the year are set out on page 10.
No ordinary dividends were paid. The directors do not recommend payment of a final dividend.
The directors who held office during the year and up to the date of signature of the financial statements were as follows:
Taylor Associates were appointed as auditor to the company and in accordance with section 485 of the Companies Act 2006, a resolution proposing that they be re-appointed will be put at a General Meeting.
Company law requires the directors to prepare financial statements for each financial year. Under that law the directors have elected to prepare the financial statements in accordance with United Kingdom Generally Accepted Accounting Practice (United Kingdom Accounting Standards and applicable law). Under company law, the directors must not approve the financial statements unless they are satisfied that they give a true and fair view of the state of affairs of the company and of the profit or loss of the company for that period.
In preparing these financial statements, the directors are required to:
select suitable accounting policies and then apply them consistently;
make judgements and accounting estimates that are reasonable and prudent; and
prepare the financial statements on the going concern basis unless it is inappropriate to presume that the company will continue in business.
The directors are responsible for keeping adequate accounting records that are sufficient to show and explain the company’s transactions and disclose with reasonable accuracy at any time the financial position of the company and enable them to ensure that the financial statements comply with the Companies Act 2006. They are also responsible for safeguarding the assets of the company and hence for taking reasonable steps for the prevention and detection of fraud and other irregularities.
We have audited the financial statements of The Stafford Hotel Limited (the 'company') for the year ended 31 December 2025 which comprise the statement of comprehensive income, the balance sheet, the statement of changes in equity and notes to the financial statements, including significant accounting policies. The financial reporting framework that has been applied in their preparation is applicable law and United Kingdom Accounting Standards, including Financial Reporting Standard 102 The Financial Reporting Standard applicable in the UK and Republic of Ireland (United Kingdom Generally Accepted Accounting Practice).
Basis for opinion
Conclusions relating to going concern
Other information
Opinions on other matters prescribed by the Companies Act 2006
As explained more fully in the directors' responsibilities statement, the directors are responsible for the preparation of the financial statements and for being satisfied that they give a true and fair view, and for such internal control as the directors determine is necessary to enable the preparation of financial statements that are free from material misstatement, whether due to fraud or error. In preparing the financial statements, the directors are responsible for assessing the company's ability to continue as a going concern, disclosing, as applicable, matters related to going concern and using the going concern basis of accounting unless the directors either intend to liquidate the company or to cease operations, or have no realistic alternative but to do so.
Irregularities, including fraud, are instances of non-compliance with laws and regulations. We design procedures in line with our responsibilities, outlined above, to detect material misstatements in respect of irregularities, including fraud. The extent to which our procedures are capable of detecting irregularities, including fraud is detailed below:
Based on our understanding of the Company and industry, we identified that the principal risks of noncompliance with laws and regulations related to regulatory requirements and trade regulations, and we considered the extent to which non-compliance might have a material effect on the financial statements. We also considered those laws and regulations that have a direct impact on the preparation of the financial statements such as the Companies Act 2006, income tax, payroll tax and sales tax.
We evaluated management’s incentives and opportunities for fraudulent manipulation of the financial statements (including the risk of override of controls) and management bias in accounting estimates. Audit procedures performed by the engagement team included:
inspecting correspondence with regulators and tax authorities;
discussions with management including consideration of known or suspected instances of noncompliance with laws and regulation and fraud;
evaluating management’s controls designed to prevent and detect irregularities;
identifying and testing journals, in particular journal entries which shares key risk characteristics; and
challenging assumptions and judgements made by management in their critical accounting estimates.
Because of the inherent limitations of an audit, there is a risk that we will not detect all irregularities, including those leading to a material misstatement in the financial statements or non-compliance with regulation. This risk increases the more that compliance with a law or regulation is removed from the events and transactions reflected in the financial statements, as we will be less likely to become aware of instances of non-compliance. The risk is also greater regarding irregularities occurring due to fraud rather than error, as fraud involves intentional concealment, forgery, collusion, omission or misrepresentation.
A further description of our responsibilities is available on the Financial Reporting Council’s website at: https://www.frc.org.uk/auditorsresponsibilities. This description forms part of our auditor's report.
Use of our report
This report is made solely to the company's member in accordance with Chapter 3 of Part 16 of the Companies Act 2006. Our audit work has been undertaken so that we might state to the company's member those matters we are required to state to the member in an auditor's report and for no other purpose. To the fullest extent permitted by law, we do not accept or assume responsibility to anyone other than the company and the company's member, for our audit work, for this report, or for the opinions we have formed.
The profit and loss account has been prepared on the basis that all operations are continuing operations.
The Stafford Hotel Limited is a private company, limited by shares, incorporated in England and Wales under the Companies Act 2006. The registered office is given on the company information page and the nature of the companies operations and principal activity are set out in the Directors’ report. The principal place of trading is 16-18 St James's Pl, St. James's, London SW1A 1NJ.
The financial statements are prepared in sterling, which is the functional currency of the company. Monetary amounts in these financial statements are rounded to the nearest £.
Financial Reporting Standard FRS 102 - reduced disclosure exemptions
This company is a qualifying entity for the purposes of FRS 102, being a member of a group where the parent of that group prepares publicly available consolidated financial statements, including this company, which are intended to give a true and fair view of the assets, liabilities, financial position and profit or loss of the group. The company has therefore taken advantage of exemptions from the following disclosure requirements:
Section 7 ‘Statement of Cash Flows’: Presentation of a statement of cash flow and related notes and disclosures;
Section 11 ‘Basic Financial Instruments’ and Section 12 ‘Other Financial Instrument Issues: Interest income/expense and net gains/losses for financial instruments not measured at fair value; basis of determining fair values; details of collateral, loan defaults or breaches, details of hedges, hedging fair value changes recognised in profit or loss and in other comprehensive income;
Section 33 ‘Related Party Disclosures’: Compensation for key management personnel.
The financial statements of the company are consolidated in the financial statements of BHL Global Limited. these financial statements may be obtained from Companies House, Crown Way, Cardiff, CF14 3UZ.
The assets' residual values, useful lives and depreciation methods are reviewed, and adjusted prospectively if appropriate, or if there is an indication of a significant change since the last reporting date.
Gains and losses on disposals are determined by comparing the proceeds with the carrying amount and are recognised in profit or loss.
Basic financial assets, which include trade and other receivables, cash and bank balances, are initially measured at their transaction price including transaction costs and are subsequently carried at their amortised cost using the effective interest method, less any provision for impairment, unless the arrangement constitutes a financing transaction, where the transaction is measured at the present value of the future receipts discounted at a market rate of interest.
Discounting is omitted where the effect of discounting is immaterial. The Company's cash and cash equivalents, trade and most other receivables due with the operating cycle fall into this category of financial instruments.
Other financial assets, including investments in equity instruments which are not subsidiaries, associates or joint ventures, are initially measured at fair value, which is normally the transaction price. Such assets are subsequently carried at fair value and the changes in fair value are recognised in profit or loss, except that investments in equity instruments that are not publicly traded and whose fair values cannot be measured reliably are measured at cost less impairment.
Financial assets are derecognised only when the contractual rights to the cash flows from the asset expire or are settled, or when the company transfers the financial asset and substantially all the risks and rewards of ownership to another entity, or if some significant risks and rewards of ownership are retained but control of the asset has transferred to another party that is able to sell the asset in its entirety to an unrelated third party.
Financial liabilities and equity instruments are classified according to the substance of the contractual arrangements entered into. An equity instruments any contract that evidences a residual interest in the assets of the Company after the deduction of all its liabilities.
Basic financial liabilities, which include trade and other payables, bank loans and other loans are initially measured at their transaction price after transaction costs. When this constitutes a financing transaction, whereby the debt instrument is measured at the present value of the future receipts discounted at a market rate of interest. Discounting is omitted where the effect of discounting is immaterial.
Debt instruments are subsequently carried at their amortised cost using the effective interest rate method.
Trade payables are obligations to pay for goods and services that have been acquired in the ordinary course of business from suppliers. Trade payables are classified as current liabilities if the payment is due within one year. If not, they represent non-current liabilities. Trade payables are initially recognised at their transaction price and subsequently are measured at amortised cost using the effective interest method. Discounting is omitted where the effect of discounting is immaterial.
Derivatives, including forward exchange contracts, futures contracts and interest rate swaps, are not classified as basic financial instruments. These are initially recognised at fair value on the date the derivative contract is entered into, with costs being charged to the profit or loss. They are subsequently measured at fair value with changes in the profit or loss.
Debt instruments that do not meet the conditions as set out in FRS 102 paragraph 11.9 are subsequently measured at fair value through the profit or loss. This recognition and measurement would also apply to financial instruments where the performance is evaluated on a fair value basis as with a documented risk management or investment strategy.
Financial liabilities are derecognised when the company’s contractual obligations expire or are discharged or cancelled.
In preparing these financial statements, the directors have had to make the following judgements:
Tangible fixed assets are depreciated over their useful lives taking into account residual values, where appropriate. The actual lives of the assets and residual values are assessed annually and may vary depending on a number of factors, such as technological innovation, product life cycles and maintenance programmes. In re-assessing asset lives, factors such as life cycles and maintenance programmes are taken into account. Residual value assessments consider issues such as future market conditions, the remaining life of the asset and projected disposal values. In addition the value of land and buildings is supported by regular external valuation, location, reputation and continual reinvestment.
The Company is required to evaluate the carrying values of tangible fixed assets for impairment whenever circumstances indicate, in management's judgement, that the carrying value of such assets may not be recoverable. An impairment review requires management to make subjective judgements concerning the cash flows, growth rates and discount rates of the cash generating units under review. Management concluded that no impairment was required in respect of fixed assets at the year end on the basis of the known information at this date.
Judgement is required in assessing the recoverability of the intercompany debtors. When considering this, forecast expected trading results for the company, its subsidiaries and the wider group are considered. These forecasts are based on estimates which include assumptions and estimates on future performance. If the actual results differ from the forecasts then material impairment to the intercompany debtors may be required.
An analysis of turnover by class of business is as follows:
All turnover arose within the United Kingdom.
The average monthly number of employees, including the directors, during the year was as follows:
Staff costs were as follows:
The actual credit for the year can be reconciled to the expected credit for the year based on the profit or loss and the standard rate of tax as follows:
In addition to the amount credited to the profit and loss account, the following amounts relating to tax have been recognised directly in other comprehensive income:
The carrying value of land and buildings comprises:
The bank loans in note 14 is secured against the Company’s assets through fixed and floating charges and are further guaranteed by the immediate parent company.
Freehold land and buildings with a carrying value of £156.1 million were revalued as at 23 April 2026 by CBRE Limited, independent external valuers not connected with the Company for refinancing purposes.
The valuation has been prepared in accordance with the RICS Valuation – Global Standards (“Red Book”) and on the basis of Market Value.
The property has been valued as a fully fitted and equipped operational hotel, having regard to its trading potential and assuming vacant possession, with value derived primarily using a discounted cash flow methodology supported by income capitalisation and market evidence.
The consumables consist of food and beverage, merchandise for sale, housekeeping and maintenance materials. The directors are of the opinion that the replacement costs of these stocks is not significantly different to their carrying value.
Amounts owed by group undertakings and other participating interests are unsecured, interest free and repayable on demand.
Amounts owed to group undertakings and other participating interests are unsecured, interest free and repayable on demand.
The loan comprises three distinct facilities totaling £77 million, allocated as follows: £50 million, £20 million, and £7 million. All facilities are structured as interest-only, with interest payable on a quarterly basis.
The £50 million facility bears interest at a rate of 4.098% plus SONIA, while the £20 million facility accrues interest at 2.5% plus SONIA. The £7 million facility has prepaid interest of £1.64 million, which is being amortised over an 18-month period.
These facilities are secured by fixed and floating charges over the Company’s assets and are additionally guaranteed by the immediate parent company.
Repayment of the facilities is scheduled for February 2029
The following are the major deferred tax liabilities and assets recognised by the company:
The company operates a defined contribution pension scheme for all qualifying employees. The assets of the scheme are held separately from those of the company in an independently administered fund. Contributions were payable to the fund at the reporting date and are included in creditors.
Revaluation reserve
The revaluation reserve represents the unrealised surplus on revaluation of the freehold property.
Profit and loss account
The profit and loss account represents the cumulative profits or losses, net of dividends paid and other adjustments.
Fixtures, fitting and equipment reserve
The fixtures, fitting and equipment reserve is a budgeted amount needed to replace the building's furniture, fixtures, and equipment over time.
The company has taken advantage of the exemption available under paragraph 33.1A of the Financial Reporting Standard 102 not to disclose transactions with other wholly owned members of the group.