James Lynch: The secrets behind an award-winning hotel design

James Lynch, owner of The Albion Hotel, has had an unconventional journey to hospitality. From his early beginnings as an artist in East London to his eventual foray into hotel ownership in Wales, Lynch’s story is a testament to his commitment to creativity, community, and history. The Albion, nestled along the coast of Cardigan, Wales, is a reflection of Lynch’s ethos: it’s not just a place to stay but a place to experience the soul of Wales, and through his efforts, he’s transformed it into a unique cultural landmark.

Lynch’s journey began in London, where his artistic eye and love for historical spaces led him into property development. “I suppose I like making things,” Lynch explained. After art school at Saint Martin’s in London, he began restoring old buildings in Shoreditch, a neighbourhood that would soon flourish as a centre for creatives. “It was a really exciting time,” he said, describing the neighbourhoods’ mix of old industries and emerging artists. His journey toward hospitality, however, was still several years away.

From London’s Creative Hubs to Wales’ Rolling Hills

Reflecting on his love for historic buildings, Lynch describes how the transition to Wales was shaped by a deeper desire for community and preservation. “I thought we might pick up sticks and go and live in New Zealand,” he said, recalling his travels to the southern hemisphere with his family, where he encountered a kindred spirit in the people’s pride for their homeland. However, he soon realised that what he sought could be found in Wales, where his wife’s family had roots and where the countryside evoked the beauty of New Zealand.

With a deepened appreciation for the Welsh landscape and culture, Lynch turned his focus to preserving Welsh heritage. “There’s a revered Welsh word… hiraeth. And hiraeth means a sort of longing,” he said, adding that it’s a longing “for their land, almost a longing for a spiritual, imagined land as much as it is for the rolling hills and valleys.” This appreciation for Welsh history and culture inspired him to create a place where visitors could connect with this “spiritual, imagined land.”

The Albion: A Celebration of Welsh Heritage

The Albion, according to Lynch, is not just a hotel but a living homage to Welsh history. “The building I bought about 20 years ago,” he explained, noting that he decided to turn it into a hotel that would “celebrate the legacy of the Royal” and Wales’ maritime past. He saw potential in the riverside property and recognised its historical significance. The Albion was built in 1780, and it would have been a place where locals watched loved ones board ships bound for the New World.

Lynch’s vision was to create a hotel deeply connected to the culture of the area. “That gave me a real purpose,” he said. “We’re going to create this hotel that will be very connected with the place.” Visitors to The Albion don’t find sterile modernity; instead, they find a place steeped in local history. The hotel’s walls feature pencil drawings of ships from the 1850s, artifacts that Lynch calls “the ghosts of the building.” Guests also encounter slate windowsills with names scratched into them by people who stayed there generations before, providing a physical link to the past. “That’s what’s really important to us,” he noted, “and I think crafting that thing is very important.”

An Unconventional Approach to Hospitality

Unlike many hoteliers, Lynch doesn’t come from a traditional hospitality background. Instead, he approaches his work through the “lens of creativity” and values the guest experience over textbook operations. “It might not be the most commercial way to go about things, but it’s the way that we as a family want to do things,” he admitted. His approach is hands-on and heartfelt, built on a genuine desire to share a meaningful experience with his guests. He’s never attended business school, preferring instead to learn through trial and reflection, which he feels allows him to bring an authenticity to the work.

For Lynch, traditional hotel aesthetics often detract from a building’s character, an aspect he consciously avoids. “What really used to [bother] me in really good hotels was the garnish…and the over-decoration of stuff,” he said. “For me, it’s absolutely not needed.” At The Albion, each room has been crafted from reclaimed materials, and every detail is carefully curated to blend with the building’s heritage. The structure, as Lynch describes, is “very hand-built…a bespoke product” that stays true to its origins.

The Importance of Design: Blending Old and New

When it comes to design, Lynch is meticulous about preserving the Albion’s authenticity. His approach, which he honed during his time developing artist studios, centres on honouring the existing history rather than “rubbing out what was already there.” Lynch believes that the “emotional textures embedded in the building are really, really important,” and he laments the frequent erasure of such textures in the name of convenience or cost. This perspective is evident in The Albion’s walls and timbers, many of which are reclaimed and treated with linseed oil and beeswax to bring out their natural aroma—a quality Lynch believes enhances the guest experience. “People always comment about the fabulous smell,” he said, noting that such elements contribute to a “elevating” the experience.

Even the selection of the materials Lynch uses tells a story. He has incorporated timbers from 150-year-old railway carriages, which adds both aesthetic charm and historical connection. In doing so, he hopes to create “a real idea of the connection through the centuries,” allowing guests to feel as though they’re a part of the building’s legacy rather than simply visiting it.

Cultivating Community Through Hospitality

One of Lynch’s priorities in designing The Albion was to create an environment where guests could interact and feel connected. Reflecting on the importance of shared spaces, he notes that many hotels overlook the value of fostering community. “Maybe [hoteliers are] not encouraging community in the common spaces,” he said. He contrasts his approach to hospitality with the “traditional garnishes” of luxury hotels, instead emphasising the communal atmosphere. This philosophy extends to his nearby family-run venture, Forest, where guests gather over breakfast. “That sort of seals that temporary community,” he explained, which he feels enriches the guest experience.

For Lynch, creating a welcoming environment is not just about the physical space but also about the team who runs it. “We tend to hire our staff on their personality and their engagement,” he explained. The emphasis on personality, particularly in junior roles, has allowed him to cultivate a workforce that is personable and engaged. His approach includes open hiring days where prospective employees are invited to participate in games to observe how they interact with others, a method Lynch finds effective in identifying candidates who embody his vision of hospitality.

Expanding the Vision

Looking ahead, Lynch has ambitious plans to expand his offerings while maintaining the core values that define his businesses. He envisions The Albion and Forest as part of a larger village experience, with guests moving between the various sites. This interconnected setup will, he hopes, enhance guests’ connection to the landscape and the local culture. “Rather than being a box in which there are rooms, we’ve got a few things dotted around, and you could…experience all the sort of in-betweens,” he explained.

The upcoming development includes plans for spa areas and additional facilities, all of which are designed to integrate seamlessly with the natural surroundings. His intention is to create a series of destinations within a destination, with each element offering its own experience while contributing to a cohesive whole.

A Legacy Rooted in Values

As Lynch continues to build his legacy, he remains committed to the values that brought him to this point. His approach to hotel management is less about the industry’s established norms and more about creating a place that reflects the spirit of the land and the people. He is driven by a vision that combines historical preservation with a personal, hands-on approach to hospitality—a balance that has become increasingly rare in the industry.

Ultimately, The Albion Hotel is a testament to James Lynch’s belief in the importance of heritage, community, and authenticity. It’s a place where guests aren’t just accommodated but welcomed into a story that spans generations. And for Lynch, the greatest reward is knowing that each visitor leaves having experienced a piece of Welsh history. “For every guest that comes and stays,” he reflects, “I want them to feel like they’re part of something bigger.”