The Aficionados is a neat, tightly edited collection of our personal favourite, creatively inspired hotels, houses, villas & crafted products that possess a strong style narrative and have a natural warmth about them; they make us smile, they are The Aficionados.

We are an online resource for those of you who seek beyond just the plain ordinary. At our heart, we are about individuality, style, culture and passion. We like to dabble in the lanes of the crafted, love clever use of textiles, intelligent design and admire a respect for local culture that is borne of a deep, meaningful connection rather than a marketing plug.

Bespoke luxury is as equally pleasing as weathered chic, as is easy simplicity dressed in heritage. We believe that being different is not an engineered process, more a natural way of doing things, a thought path that leads to the creation of hotels that go beyond just a stay; they are cast just for their location and are the creations of those who dared to dream beyond the hotel cookie box. 

Founded in 2009 The Aficionados Group Ltd (prev. White Line Hotels) is the vision of founder Iain Ainsworth (that’s me looking super cool in blue) in London with a group of trusty fellow aficionados and Co-Creator Markus Burgermeister over in Munich. We jointly foster strong people relationships, believe in true integrity and appreciate the creative process.