Horwood House Hotel is celebrating after its sustainability-led Butterfly Resort campaign was named winner of the Creative Excellence Award at the Hotel Marketing Association Awards.
The hotel, set within 38 acres of countryside in Little Horwood near Milton Keynes, was recognised for hospitality marketing that combined creativity with a genuine conservation message. Working with creative PR agency Pic PR, Horwood House developed the Butterfly Resort to bring its environmental values to life through community-led storytelling.
A Campaign Rooted in Conservation
Launched in summer 2025, the Butterfly Resort campaign saw part of the Horwood House estate transformed into a miniature resort for butterflies, designed to raise awareness of declining UK butterfly numbers while reflecting the hotel's wider commitment to sustainability.
Three local Buckinghamshire schools took part in the project, with more than 50 students of varying ages designing and decorating 20 butterfly houses across the estate.
To ensure the campaign had genuine conservation value, Horwood House worked with Butterfly Conservation trustee Hugh Ellerton, who advised on how the resort could best support pollinators. The team also wrote to Sir David Attenborough, President of Butterfly Conservation, who replied personally to wish the project success.
Connecting With a National Conversation
The campaign launched during the Big Butterfly Count, helping Horwood House tie its activity to a timely national conversation around pollinator decline.
The initiative also became part of the guest experience, with children staying at the hotel receiving butterfly-themed activity packs, while conservation messaging was displayed throughout the property.
National Recognition on a Modest Budget
Delivered on a small budget, the Butterfly Resort generated more than 50 pieces of press coverage and a potential media reach exceeding 1.1 million. Coverage included ITV's This Morning, BBC Look East, and national titles such as The Times and The Independent.
Judges praised how Horwood House had aligned its hotel ethos with a timely national conservation initiative, achieving national publicity on a modest budget while strengthening its environmental credentials across a wide range of media outlets.
Caroline Morrone, General Manager at Horwood House Hotel, said: "To bring home the Creative Excellence Award is a huge honour. The Butterfly Resort allowed us to engage with local schools and support vital conservation work here on our estate, while creating something our guests could genuinely enjoy."
Karim Kassam, owner of Horwood House, added: "When we took on Horwood House, our vision was to blend its incredible heritage with modern luxury while ensuring we acted as responsible custodians of this beautiful 38-acre estate. The Butterfly Resort perfectly embodies that ethos."
The Butterfly Resort Today
Since the campaign, the Butterfly Resort has continued to evolve. More butterfly houses have been added, and what began as an installation has grown into a butterfly trail across the grounds, with benches placed along the route for guests to pause and spot different species.
Frequently Asked Questions
What is the Butterfly Resort at Horwood House?
The Butterfly Resort is a conservation-led installation across the Horwood House estate, made up of butterfly houses designed and decorated by local schoolchildren to raise awareness of declining UK butterfly populations.
Can guests visit the Butterfly Resort?
Yes. The Butterfly Resort has grown into a butterfly trail across the grounds, with benches along the route where guests can pause and spot different species during their stay.
Who did Horwood House work with on the campaign?
Horwood House partnered with creative PR agency Pic PR, three local Buckinghamshire schools, and Butterfly Conservation trustee Hugh Ellerton to ensure the project had genuine conservation value.
Discover More at Horwood House
The Creative Excellence Award recognises a campaign that was playful in its execution but purposeful in its message, showing how an independent hotel can use creativity to support conservation and create a lasting guest experience.
To see the Butterfly Resort trail for yourself, book a stay at Horwood House Hotel and explore the estate during your visit.
