Patron Focus Where world-class relaxation combines with a family welcome

Rafi Bejerano, Director of Hertfordshire luxury spa hotel Sopwell House, talks to Karen McLauchlan about the importance of being a Chamber of Commerce Patron

Step into Sopwell House and you’re immediately transported to a place of luxury, style and relaxation.

Yet this tranquil idyll is just a stone’s throw from London’s city bustle – and it’s a place where you’ll be welcomed like one of the family.

The Bejerano family took over the small and basic hotel nestled in the Hertfordshire countryside in St Albans and transformed it over the past 40 years into a luxury hotel.

Major investment and redevelopment over the years has created the perfect retreat that’s both a home from home and a sumptuous place to escape.

The hotel has more than 100 rooms and suites, stunning restaurants and bars, plus a luxurious spa, private gardens, spaces for conferences and weddings all set in 12 acres of gorgeous grounds.

Rafi Bejerano, Director of Sopwell House, took over running the hotel from his father 11 years ago. Beginning his career as an enthusiastic eight-year-old in his father’s business, he graduated in Hotel Business Management specialising in spas and then took a traineeship with Marriott in the USA. He travelled extensively before settling back into hospitality with the Savoy Group, then Elior UK, before returning to the family business in 2007.

“The hotel prides itself on its contemporary, high-quality feel which also respects the building’s rich Georgian heritage,” he said.

Sopwell House’s history dates to the 1600s and it was a stunning country home for society’s high echelons throughout the 1700s-1900s.

Used as a home for the aged after the Second World War, it was converted to a hotel in 1969 with Rafi’s father Abraham Bejerano purchasing and developing the property in 1986.

The £14 million Cottonmill Spa opened its doors in 2019 followed by the stunning Omboo restaurant in 2022, Octagon Bar in 2023, with redevelopment of the site’s Brasserie this year.

“The hotel looks very fresh and smart,” said Rafi.

Sopwell House has been a member of Hertfordshire Chamber of Commerce since the Bejerano family took over – marking four decades of membership next year. It became a Patron five years ago.

But Rafi firmly believes effort yields results when it comes to Chamber membership.

“You get out of an organisation what you put in and we’ve worked hard to be involved and engaged in lots of ways,” he said.

“It’s all about building connections. We attend events, join initiatives and make the most of the information on offer through the Chamber. You must be proactive, ask questions and meet new people.”

He says becoming a Patron has helped him connect with even more people across the business community.

“We’ve been able to network with the right people, get an introduction to people who have been harder to reach. That’s so important.”

Sopwell House has hosted combined Chamber summer parties, bringing hundreds of people from the business community together in celebration, as well as Chamber dinners and Christmas parties.

The venue’s high standards and outstanding service have also put it in the awards spotlight. It was named Family Business of the Year at Hertfordshire Chamber of Commerce’s Inspiring Herts Awards 2024, along with Business of the Year: Medium to Large and highly commended as Business of the Year: South Herts.

But Rafi says continuing to invest, offer the very best customer service and working with other businesses in the local community is vital with the hospitality sector continuing to face challenging times.

Rising costs, industry’s reluctance to commit to long-term conference planning and changes to regulation such as the increase in the National Living Wage, National Insurance and new health and safety legislation means the market is tough.

“There is more uncertainty at the moment and an increase in costs across the board,” he said. “People who would once plan long-term for conferences and large events now aren’t as willing to put pen to paper and commit.

“While Covid crippled us and the sector, we did see a great bounce back when things opened up once again. But since Christmas 2024 it’s been a more challenging market.”

But on the flip side, he says more people are coming to Sopwell House to slow down and retreat from life’s chaos.

“Lots of people are coming to use our facilities to escape from busy life, de-stress, indulge themselves and get away for a short while.

“I think people are more mindful of looking after their mental health and giving themselves that time to relax and unwind.”

Rafi says his team of 300 staff are key to the hotel’s outstanding service.

“We have a great team, we have lots of staff that have been with us five to 10 years, they like that we are a family business and the culture of our business,” he said. “We work to offer flexibility at work but also opportunities for growth and new experiences.”

With great links to transport, southern airports, the M25 and just 45 minutes from central London, many customers flock to Sopwell House from Hertfordshire and North London – with others travelling from further afield.

As for the future, Rafi says 2026 is a big year for Sopwell – and his family – marking four decades of ownership and welcoming customers to their beautiful hotel.

“We’ve always wanted our guests to enjoy staying somewhere that is beautiful and contemporary but also celebrates the building’s rich history,” said Rafi. “Alongside that is our personal and friendly atmosphere, where they feel like they’re part of the family.

“Our staff are the friendliest people you’ll ever meet and work so hard to make everyone’s stay amazing.

“We want to keep on creating truly memorable experiences for people.”