The Long Hotel in one page.
A condensed view of the proposition, the commercial case, and the plan of work. Each section below links to the detail page where the argument is made in full. Read this page to get the shape of the proposal in five minutes; click through to the sections that most need your scrutiny.
A longevity programme, inside a family-owned Jersey hotel.
The Long Hotel is a rebrand of Hotel de France into a clinical-grade longevity destination, built on assets the business already owns: Europe's first Ayurvedic spa (in operation since 2006), and a diagnostic partnership with the Lido Medical Centre directly across the road.
Four programmes ranging from a 2.5-night Weekend at £1,400 all-in, to a 12-night View at £10,423 all-in. Guests ladder up — most begin with the Weekend or Pause, and a defined proportion convert to the Week or View in subsequent years.
Four programmes, one method.
All-in totals include programme fee, £192/night double room (breakfast included), and £90/person/light lunch + dinner. Pause, Week and View include a 20% room-rate loyalty discount. Double-occupancy totals add a second person's food only — the room rate does not change.
Pitched between spa-hotel and elite clinic.
The European longevity category splits cleanly into two tiers — elite medical clinics at £5,000 to £50,000 per week (Clinique La Prairie, SHA, Lanserhof, Palazzo Fiuggi) and day-spa hotels at £150 to £600 per night (Champneys, Ragdale Hall, Cliveden). Between them there is very little. Our four programmes at £1,400–£10,423 all-in sit in exactly this gap.
The addressable audience is a well-informed UK or French professional, aged roughly forty-five to sixty-five, genuinely interested in longevity, who would spend £25,000 on Clinique La Prairie only once and who wants more than a spa weekend at Champneys.
£480k–£628k launch capex, break-even within three years.
The Long Hotel is a capital-light launch by hotel-repositioning standards. The £480k–£628k upfront investment covers the programme infrastructure (£108k — Eight Sleep beds, diagnostics equipment, room and kitchen adaptations), the brand and pre-launch content production library (£29k — website, photography, video content, residual brand work, graphic design), the sleep reporting software build (£5k MVP — Terra-based auto-report), launch activation (£8k PR + £11k contingency), and the minimum viable premium renovation of the programme-facing spaces (£319k–£467k — eighteen spa rooms, Kitchari restaurant, spa wing corridors, signage). Year-one revenue from the programme is projected at ~£665,000 against £477,000 fixed costs; by Year 3 the programme is cash-flow positive and contributing materially to the broader hotel business.
Three phases. Each a decision.
Validate the proposition before committing. Brand work, regulatory clarification with the Lido partnership, a soft-launch of two pilot programmes to twenty invited Ayush guests, commercial model refinement.
The core Long Hotel launches. Eighteen spa rooms reconfigured as programme suites. Dr Prasanna Kerur becomes full clinical lead. Four programmes live. Content engine running across five channels. Marketing investment tapering as organic demand takes hold.
Modern panchakarma protocol and marma therapy introduced as the clinical deep end. Accessible only once reputation, clinical staffing, and cash flow from Phase 02 are established. Not committed today.
Four persona segments, weighted by expected mix.
The four personas sum to 92%. The remaining 8% is the residual of walk-ins, partner accompaniments, press and trade bookings. Persona detail & methodology →
What the board is being asked to agree.
This proposal is structured so that no single decision commits the business irreversibly. The Phase 01 budget and scope is a contained investigation that produces a clear go/no-go at the end. Phase 02 is the substantive launch, committed only after Phase 01 confirms demand. Phase 03 is not on the table at all until Phase 02 delivers.
- Phase 01 approval: A three-month investigation with a defined Phase 01 budget, during which the rebrand, pilot programmes, clinical governance clarification, and a refined commercial model are produced. Nothing about the existing Hotel de France operation changes.
- In-principle approval of the rebrand direction: Not the final name lock-in, but agreement that the rebrand from Hotel de France to The Long Hotel is the right direction, subject to Phase 01 confirmation.
- Appetite for Phase 02 at the end of Phase 01: A commitment in principle to commission Phase 02 if Phase 01's findings are favourable. Not a pre-commitment of Phase 02 funds, but a clear path for what a successful investigation leads to.