Hotel tie-up shifts luxury up a gear

A County Durham-based luxury coastal hotel and spa resort is enhancing its guest experience through a high-end automotive partnership celebrating British design and craftsmanship.

Seaham Hall has teamed up with Aston Martin Newcastle to deliver a series of premium experiences from 2026, bringing together five-star hospitality and luxury performance vehicles.

The collaboration will see the brands host exclusive events, car showcases and test drive opportunities, alongside tailored hotel packages offering guests access to Aston Martin vehicles during their stay.

The initiative builds on Seaham Hall’s reputation as an award-winning coastal resort, while aligning with Aston Martin’s heritage in design, innovation and quality.

Bosses say the partnership is set to strengthen both brands’ presence in the North East’s luxury market and elevate their appeal to high-end customers.

Ross Grieve, managing director at Seaham Hall, said: “We are delighted to be starting the new year launching our partnership with Aston Martin Newcastle, a brand that shares our values of luxury, innovation and true excellence.

“This union will allow us to continue to create truly exceptional experiences for guests and Aston Martin customers at Seaham Hall, something that we strive to deliver with each and every visit. 

“Together we look forward to celebrating the very best of luxury craftsmanship and design and working together to reinforce our commitment of offering world-class premium hospitality.”

Chris Hall, head of business at Aston Martin Newcastle, added: “We are delighted to be partnering with Seaham Hall, an iconic North East venue and the perfect spot to showcase Aston Martin Newcastle.

“As well as our cars being on display throughout the year, we have some very exciting events and guest experiences lined up. 

“Everything about Seaham is the perfect fit for us as a brand partner, from the hotel grounds and coastal setting to the spa and hotel, as well as the exceptional dining - we can’t wait to showcase to our customers.”

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