Platinum Talks with Hotel Director, Guy Freedman
On a balmy summer’s afternoon at The Pig in Brockenhurst, you might find Hotel Director Guy Freedman out in the garden, watering the pigs to keep them cool, or wandering between rows of aromatic herbs and vibrant vegetables destined for that evening’s menu. It’s homegrown hospitality in its purest form; seasonal, thoughtful, and rooted in the land.
Hospitality isn’t just something Guy does; it’s the essence of who he is. He’s spent over a decade working his way up, starting on the restaurant floor and now running the Hampshire hotel as Director. But the title isn’t the point. What matters most to him is shaping every detail of a guest’s stay, so it feels genuinely memorable.
Discover how Guy harmoniously blends passion, people, and provenance into every moment of a guest’s stay. At The Pig, it’s less about polished formality and more about homegrown hospitality that feels as authentic as it is unforgettable.
From Kitchen to Country Retreat: A Career Built on Homegrown Hospitality
Guy Freedman didn’t always plan to run one of the South’s most talked-about boutique hotels. Growing up in a big, vibrant family, Guy knew all about the joy of gathering around the dinner table, sharing meals and lively conversations. That warmth and connection would go on to shape his approach to leadership.
Guy’s journey into hospitality began in his teenage years with work experience in a busy kitchen, where the heat, energy, and camaraderie hooked him instantly. “Going into a kitchen, I just thought, this is it, this is the life,” he says. “It’s addictive, the energy and the passion.”
When asked about his top tip for someone dreaming of one day running a super cool spot like The Pig, he cites openness to learning as being key. “The moment you think you’ve learned all there is to know is the moment you probably start to drop your standards. So, constantly looking, learning, and listening is the biggest snippet I can give.“
Guy’s journey is proof that in hospitality, curiosity and commitment can take you anywhere as long as you’re willing to learn every step of the way.
Leading with Kindness, Not Checklists
The Pig is famous for its ‘family-like’ culture, and for Guy, that sense of belonging doesn’t come from ‘strategies’. It’s built by being present, listening, and making sure every team member feels part of the bigger picture. “Treat the team like adults, look after them, and be there when it matters. Sometimes it’s as simple as listening if maybe they’ve had a tough morning.”
From encouraging restaurant staff to step outside of their roles and experience the gardens and animals, to managers spending time alongside their teams. Guy believes leadership is less about strategy and more about shared moments. A philosophy that is deep-rooted in The Pig brand.
“I think the way all the managers operate here is by being there for their team. Ensuring we curate a great guest experience whilst having a bit of fun along the way.”
Laid-Back Luxury with Homegrown Hospitality
The Pig’s ethos of ‘laid-back luxury’ is about delivering service that’s both relaxed and refined. The kind that feels better than home, without having to lift a finger. “We aim for informal yet articulate service, so guests feel pampered but completely at ease. We listen, review, and adjust constantly.”
For Guy, feedback from guests isn’t just a routine task; it’s a treasure trove of valuable insights. “Guests today are more informed than ever. They’ll tell you quickly if you’ve got it wrong, and that’s a great asset.”
Guy demonstrates his commitment to homegrown hospitality by viewing feedback as a key tool for improvement. He values open communication and actively encourages his team and guests to share their thoughts and ideas with him.
The Heart in Homegrown Hospitality – Moments That Matter
Guy says the magic of hospitality isn’t always in the fireworks. Sure, big moments like proposals or an incredible meal stand out, but the ones that stay with people are often quieter.
He remembers something from his time at The Pig at Bridge Place that’s always stuck with him. A regular guest passed away, and their family asked if they could plant a tree in the grounds to honour them.
“We planted it in the orchard they loved, looking out over the view they never tired of. Now, when the family visits, that tree is there, growing, changing; it lives on. It’s truly an honour to be part of moments like that.”
That tree isn’t just part of The Pig’s garden; it carries a story. It shows how a hotel can be more than just a place to stay for the night, evolving in ways you’d never expect when you first hand over a room key.
The 25-Mile Menu: More Than a Buzzword
Long before ‘hyperlocal’ was a hospitality trend, The Pig was sourcing produce within 25 miles wherever possible, reclaiming furniture, and supporting local suppliers. Guy acknowledges that there will always be something in their properties that is not 100% born and bred or made in the UK.
“We would rather buy old and reuse it than buy new just because of its provenance. So it’s all just about balancing those decisions, talking them through with each other, debating them, and making sure they’re right for us.“
Of course, commitment to local sourcing comes with challenges. “There will always be products coming from abroad, such as the uniform the staff wear, or some of the antique furniture we own. Wine is also a great example. English wine has grown in popularity, and whilst we have a nice offering of English wines, we still have wine from all over the world on our menu, and we’re very proud of that. We don’t want to sell just what’s on our doorstep because we believe there are some amazing producers out there, doing incredible things.”
“We didn’t set out to be this way; it just evolved. Supporting local farmers, fishermen, and makers is part of who we are.” The commitment to local sourcing may take more energy, but as Guy puts it, “It takes more energy to stick to your values, but we’re happy to spend it that way.”
From Mentor to Dad: Lessons That Shape Homegrown Hospitality
For more than a decade, Guy mentored students at Oxford Brookes University, the very place he once studied Hotel & Restaurant Management. For him, it was about paying forward the guidance he’d received from industry mentors who felt like “big brothers, sisters, uncles, and aunts” – people he could always call for honest advice.
“If I can give back the way others helped me, and maybe learn something from the next generation, then that’s a win,” he says.
Balancing work and family life in a 24/7 industry is no easy feat, but Guy approaches it with honesty and perspective. “With regards to family life, I’d say I do well,” he admits with a laugh. “I’m sure my wife would say I could do better.”
As his career has grown, so too has his appreciation for time management and self-care. “These are words that didn’t exist when I grew up, but they’re vital. It comes down to filling your time with things that matter.” For Guy, that means three things: work, his wife, and his children. “Work is vital to me, and I’m deeply passionate about it. My wife is super important to me. And my children constantly remind me that everything else is insignificant as I watch them grow up.”
Of course, hospitality never really turns off. But Guy is grateful to have a strong team around him. “When I’m with my family, I’m not thinking about work. I’m in that moment. My team is strong, so the weight isn’t all on me. I’m fortunate in that way.”
Final Word: Finding Your Style of Homegrown Hospitality
Guy Freedman has a strong belief about hospitality: it’s all about continued learning. “We’re all serving cups of tea and glasses of wine, but there are a thousand ways to do it. Find what works for you, your brand, and your guests, and keep adapting.”
Whether it’s watering pigs on a hot summer day or planting a tree in a guest’s memory, Guy’s way of leading shows that true hospitality, when nurtured with genuine care, nourishes not just the body, but the soul.
