The story behind ‘the UK’s poshest cat hotel’
From one cat owner's search for better pet care to a nationwide franchise, discover how Longcroft Luxury Cat Hotel grew into a successful pet businesses with support from Wenta.
Every successful business starts with a problem that needs solving. For entrepreneur Abi Purser, that problem was a pretty purr-sonal one.
Back in 2010, Abi was searching for high-quality care for her beloved cat, Norman, but couldn't find a cattery that offered the comfort, attention and calm environment she was looking for. Traditional boarding facilities often felt clinical and overlooked cats' emotional wellbeing, so rather than settling for what was available, she decided to create something better.
What began as a solution for one cat quickly grew into an award-winning franchise business. As Longcroft Luxury Cat Hotel expanded, Abi and Lucy Barrow, the current Welwyn Garden City franchisee, turned to Wenta for support with the next stage of their growth journey. From one-to-one advice on scaling the business to expert guidance on sustainability, biodiversity and carbon footprinting, alongside webinars covering topics such as AI, social media and marketing, they have made full use of Wenta's support across multiple areas of the business.
The result was Longcroft Luxury Cat Hotel. The first boutique hotel opened in Welwyn Garden City in 2010, offering a completely different approach to feline care. Designed exclusively for cats, Longcroft provides private suites, one-to-one attention and enrichment-led experiences tailored to each guest. From designer cat beds and individually themed rooms to gourmet dining and dedicated playtime, every detail has been carefully considered to create a true home-from-home experience.
Cat owners quickly took notice. What started as a solution to one pet owner's frustration soon revealed a much bigger opportunity. Today, Longcroft is the UK's first premium boutique hotel group dedicated exclusively to cats, with 26 luxury hotels operating across the country and plans for further expansion. Many locations are booked 12 to 18 months in advance, a testament to the trust owners place in the brand and the growing demand for premium pet care.
Longcroft has also become an award-winning franchise network, helping animal lovers and aspiring entrepreneurs build flexible, successful businesses backed by a proven model and a trusted national brand.
As the business continued to grow, Abi and her team turned to Wenta for support with the next stage of their journey.
Abi said: "We reached out to Wenta at a key stage in our growth, when we were looking for experienced, practical support to help us scale the business with confidence.”
From one-to-one advice and expert guidance to webinars covering topics such as AI, social media and marketing, Wenta has provided support across multiple areas of the business.
"Wenta has given us a valuable snapshot of support across multiple areas of the business and, importantly, a much greater level of understanding and confidence as we grow. As business owners, we wear many hats and aren't always experts in every area, so having access to a wide network of knowledgeable professionals has been incredibly helpful," she continued.
Today, Longcroft continues to set the benchmark for luxury feline care. The business has featured on Channel 4, This Morning and the BBC, while publications including the Daily Mail, Telegraph and Metro have celebrated its unique approach, with Metro famously naming it ‘the UK's poshest cat hotel’.
Ready to write your own business success story? Wenta's expert advisers, webinars and resources are here to help you take the next step with confidence.
