It all started in the early 20th century, when America fell head over wheels for the automobile. Beat generation writers like Jack Kerouac and Neal Cassady wrote odes to travelling in cars on the open road, but with more travel came the need for lodging that was accessible, affordable and conveniently located.
The solution? Motor Hotels—portmanteaued lovingly into ‘motels’. The first of these was the Milestone Mo-Tel, opened in 1925 in San Luis Obispo, California. With a nightly rate of $2.50, it boasted individual cottages for guests with an unmatched convenience: pull up, park, check in, sleep, and repeat.
“British motels were often more restrained in design – instead of giant neon cowboy signs or vibrating beds, the aesthetic was more ‘suburban bungalow’ than ‘Route 66 kitch’.”
The postwar boom had Americans hitting the road, and with it a flourish of motel design (from UFO-motels, to Western-themed, to medieval). The architecture was bold, fabulous and a perfect antidote to the monotony of being on a highway for a dozen or so hours. Motels quietly became unexpected icons of US culture, transforming into ideal settings for drama, romance, suspense and existential pondering.
In Britain, however, the car culture was slower to develop; the winding lanes and compact geography didn’t lend themselves to the same kind of long-haul road trips. Still, by the 1950s it was catching up. Prosperity during this period brought more cars, more travel, and, eventually, the need for roadside accommodation. These early motels were typically built as linked or separate chalets, each with its own front door and parking space. However, unlike their American cousins, British motels were often more restrained in design – instead of giant neon cowboy signs or vibrating beds, the aesthetic was more ‘suburban bungalow’ than ‘Route 66 kitch’.
Fast forward to the end of the 20th century, and brands like Travelodge, Holiday Inn and Premier Inn began to emerge, and in true British fashion, they often came with a pub attached – because nothing says ‘rest stop’ like a pint and a packet of crisps.
However, in 2025, the year that marks the 100th anniversary of the motel, the UK iteration has had an overhaul. Giving the American roadside experience a modern British twist, Mollie’s Motels has reinvented the reputation of UK roadside stays with a dose of affordable luxury and retro charm. Originally conceived by Nick Jones (the founder of Soho House), it is a concept that blends nostalgic Americana (neon signs, Cadillac-style booths, bottomless coffee) with contemporary British design. Managing Director of Mollie’s, Matthew Bell told me: “That era of Americana carries a sense of indulgent pleasure and wide-open possibility. Sometimes, a towering ice cream sundae or a perfectly juicy burger feels like pure escapism – simple joys that transport us. It’s wrapped up in the romance of the open road and the optimism of the American Dream, where freedom, comfort, and adventure felt within reach.
“While it’s important to keep evolving and making it relevant, that nostalgic charm will always feel like a treat, which is something that resonates more deeply than ever in today’s world.”
After the first site opened in Buckland, Oxfordshire in 2019, Mollie’s opened a second location in Bristol in 2021 which went on to be named ‘Budget Hotel of the Year’ by The Sunday Times. The interiors were designed with Soho House’s famous panache and, Matthew tells me this feeds into Mollie’s positioning in the market. Mollie’s is positively different by design: bold yet unpretentious, stylish yet relaxed, warm yet efficient. It’s a space that surprises and delights at every touchpoint, delivering memorable experiences without the premium price tag. By combining an iconic diner experience with thoughtfully designed rooms — all infused with a subtle, modern touch of americana — we’ve created a versatile destination that resonates with all people, at every stage of their journey, whatever their journey explains Matthew.
And the concept is working. Later this year, Mollie’s is expanding from roadside motel to city centre destination, with a new site opening in the former Granada TV studios in Manchester, and just last week, it was announced that it is set to open a fourth property in Edinburgh in 2028 subject to planning permission and licensing. The Edinburgh site will span around 73,000 square feet and feature around 200 rooms, a diner with an outdoor terrace, meeting and event spaces, and, of course, car parking with electric vehicle charging stations.
The appetite for this sort of concept can be best gauged when turning to the US. The birthplace of the motel, there is a boutique market which appears to be growing and growing with sites across the country bringing affordable luxury to customers in a way that is nostalgic and stylised, just like Mollie’s. With this growth in the US, it is evident that the future is bright for Mollie’s as it continues to carve out its niche in a market that boasts some big-name players. Matthew tells me: “We wouldn’t claim to have the market entirely to ourselves; there are well-established players like Holiday Inn, Travelodge, and Premier Inn. So it’s not a completely untapped space. That said, Mollie’s stands apart with a clear point of difference.
“We’ve demonstrated strong performance, with our motels stabilising quickly and all operating cash-positive. That track record gives us real confidence in our model and the opportunity it presents for continued growth.”
“It’s a space that surprises and delights at every touchpoint, delivering memorable experiences without the premium price tag.”
To support Mollie’s growth, the leadership team must be equipped to embrace and manage paradoxes – after all, the brand itself is built on one: delivering a budget-luxe experience. “As leaders, we need to demonstrate our ability to navigate that contradiction,” says Matthew. “The world is becoming increasingly complex, and for us, it’s not about choosing between guest satisfaction, employee wellbeing, and financial performance. These elements are deeply interconnected. Rather than viewing them as competing priorities, our challenge is to create additional value by aligning them.”
“We believe that great hospitality should be built on more than just great products and service, it should be built on responsibility, sustainability, and a deep commitment to people. That’s what drove us to achieve B Corp status. It’s not just about being ‘green’, it’s about proving that we run our business in a way that benefits our team, guests, communities, and the planet without compromising commercial success.”
Motels have come a long way since their inception 100 years ago, both in the UK and across the pond, and the success of Mollie’s proves that there is real appetite for nostalgic Americana. As the budget-luxe concept continues to grow it seems clear that it is a space to watch, and that Mollie’s is leading the way.
