Long Lane: the UK’s first alcohol-free hotel to open in late 2026

Luxury hospitality has found a new testing ground: sobriety. One hour from London, in the West Sussex countryside, Long Lane is preparing to open the UK’s first hotel and private club where alcohol is completely absent. Far from feeling like a sacrifice, the concept focuses on performance, longevity and a reinvented sense of community.

A Grade II listed mansion in the heart of the South Downs

The project is taking shape in a remarkable setting. Long Lane is moving into Dunford House, a Grade II listed mansion set within a 22-hectare estate in the South Downs National Park, near Midhurst. The estate includes an organic kitchen garden, a regenerative farm and miles of private woodland. Access is tailored to London clientele: fifteen minutes from Haslemere railway station, an hour from Gatwick, and one hour ten minutes from Heathrow.

29 rooms split between a historic mansion and woodland cabins

Accommodation is divided into two settings. The main house will feature 19 adults-only rooms, from double rooms to suites, complemented by 10 cabins scattered through the woods, including two two-bedroom cabins for families. The interiors focus on non-toxic materials, purified air and earthing devices. For sleep quality, rooms are equipped with 8 Sleep smart mattresses, capable of adjusting temperature and tracking rest quality. Room service, however, does not exist: the goal is to encourage guests to gather in communal areas.

Natural swimming pool, saunas and longevity clinic

Wellness lies at the heart of the project. Guests will enjoy a natural swimming pool and spa garden, saunas, treatment pods and a diagnostic-led longevity clinic. Added to this are a Pilates studio, a gym focused on functional movement and strength training, as well as outdoor racket courts. The lounges have been designed according to longevity principles, right down to the choice of lighting and materials.

Farm-to-table dining from the estate

Dining follows the same logic of traceability. The main restaurant serves breakfast, lunch and dinner using ingredients sourced from the estate’s farm or local producers, across an organic, seasonal menu. As for drinks, the absence of alcohol does not mean the absence of a bar: elixirs, infusions and alcohol-free creations recreate the codes and rituals of a traditional bar, without a single drop of ethanol.

A country club with a rich activity schedule

Long Lane also operates as a private club, featuring a busy weekly schedule. Sunrise swims followed by a sauna, pottery, beekeeping, full moon fire rituals, hikes, fermentation workshops, DJ nights, tree planting, exhibitions, wild foraging or Temazcal ceremonies structure the weeks. The schedule is designed to recreate the social connection that alcohol traditionally provides in British members’ clubs. Dogs are welcome in select rooms for an additional charge.

“Sober curious”, the new frontier of luxury

This project comes at a time of shift. It responds to the rise of the “sober curious” movement, driven by a young, affluent clientele looking to reduce alcohol consumption without giving up their social life. By removing alcohol while retaining the codes of the British private members’ club, Long Lane is testing a bold hypothesis for high-end hospitality: a luxury where value is no longer measured by the wine list, but by the quality of sleep, food and human connection. If successful, it could inspire other properties across Europe.