Episode 61: What Makes The Pig Hotels Stand Out with Emma Cripwell

The latest episode of The Ceres Podcast brings listeners an insightful conversation between host Stelios Theocharous and Emma Cripwell, the publicist for The Pig Hotel Group. If you’ve ever wondered how a hospitality brand can maintain its individuality while building a strong identity, this episode is packed with compelling takeaways.

With seven hotels and two more on the way, The Pig Hotel Group has carved out a distinct niche in boutique hospitality. Unlike corporate hotel chains that aim for uniformity, The Pig embraces individuality. Each location reflects its surroundings while maintaining a signature charm that regular guests recognise and love. Emma says, “While each Pig has its own identity, guests still want to feel like they’re at a Pig Hotel.”

Sustainability is at the core of The Pig’s ethos, and this episode highlights how the brand walks the talk. From keeping their livestock to repurposing food waste, The Pig redefines responsible hospitality. A standout moment in the episode? Learning that The Pig Hotel Group produces a staggering 60,000 quail eggs annually for their kitchens—a testament to their commitment to local, high-quality ingredients.

Emma, who has worked with the group for over a decade, looks inside into how public relations plays a crucial role in The Pig’s success. Unlike traditional advertising, PR builds credibility through third-party endorsements. “If a journalist who has stayed in every hotel in the country says The Pig is special, that carries more weight than any ad,” she explains. Her advice to businesses looking to harness PR? Build strong relationships with journalists, always have a compelling story, and be ready to respond quickly when opportunities arise.

With any large hospitality operation, challenges are inevitable. Stelios and Emma delve into crisis management, from handling negative press to navigating social media backlash. Emma emphasises the importance of staying calm, acting swiftly, and, when necessary, taking the conversation offline to resolve issues directly. “Less is more in crisis communication,” she advises. “You don’t have to give a journalist everything they ask for—just a controlled, honest response.”

The group is expanding, with the reopening of their locations set for July and a brand-new site in South Downs launching next summer. Excitingly, they’re also planting their vineyard, which will soon produce The Pig’s very own wine—another step in their commitment to sustainability and local sourcing.

This episode of The Ceres Podcast offers invaluable insights for hospitality professionals and anyone interested in brand building, public relations, and sustainability. With engaging storytelling, behind-the-scenes anecdotes, and practical takeaways, it’s an episode that showcases the power of a well-crafted brand narrative.