THE Swallow Falls Hotel in Betws-y-Coed will become “The Swallow Falls Inn” when it reopens later in 2023.

Owners The Inn Collection Group (ICG) have unveiled its new identity and begun the recruitment of staff for the venue.

The company purchased the site in December 2021 as its first Welsh acquisition and has submitted plans for extensive renovations that will see the landmark venue return to welcoming visitors.

As part of the refurbishment, a fresh identity has also been created for the site, which has been unveiled as applications are opened for the position of general manager.


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Following the brand style for all ICG sites, the new look for The Swallow Falls Inn sees a coat of arms containing iconography associated with the surrounding area.

Flanked by a pair of dragons, a shield split into two sees the left-hand side contain a chevron on a subtle green background with a golden eagle, taking inspiration from the coats of arms for Gwynedd County, Aberconwy district and the Wynn family of Gwydir Castle.

North Wales Chronicle: The new logo for The Swallow Falls InnThe new logo for The Swallow Falls Inn (Image: The Inn Collection Group)

The right-hand segment is filled by a stylised, graphical illustration of the waterfall that the inn is named after and located nearby, with all elements combining to create a crest firmly rooted in North Wales heritage.

ICG’s recruitment manager, Catherine Bellhouse, said: “The ICG’s transformation is set to begin soon so I am delighted to open up applications for its very first general manager.

“It goes without saying that this is a very special role that will need a very special general manager and the appointment will be made well in advance of the inn opening.

“So, the successful candidate will be heavily involved in get everything ship shape to welcome our customers with open arms.

“It’s an exciting time to join The ICG, and this is a key role that it is going to be very exciting to fill.”