The Pure Cottages Group is founded on trust and a genuine understanding of the tourism and leisure sector. In fact, our leadership team have over a century of combined experience, bringing a great set of skills to the table. Here you can learn more about our non-executive management team and board members.


Chief Executive Officer

Paul successfully guided leading Lake District holiday cottage agency, Lakelovers, through a management buyout in 2017 as part of a plan to drive scale in the business.

Paul has been with Lakelovers for 19 years, acquiring the holiday letting agency in 2000. He has overseen significant growth in the business. Founded in 1977, Lakelovers has grown to become the number one provider of luxury self-catering cottages in the Lake District. The portfolio size is over 500 holiday cottages, with the largest collection of VisitEngland Gold accredited cottages in the region. The property management and lettings agency service includes marketing, maintenance and bookings support, alongside bespoke legal, financial and regulatory advice, through a network of high street branches. Paul brings a genuine understanding of the region’s tourism sector, that is forecast to grow since gaining World Heritage Status in 2017.

Paul reflects on his love of his hometown, the Lake District . . .

Born and bred in the Lake District, now with my own family of four kids, my best days are spent together, walking daisy the dog, cycling or relaxing by a fire in a country pub with pint of Loweswater Gold!
– Paul Liddell


Finance Director

Ian joined Pure Cottages in 2018 bringing over 30 years of experience. In the past Ian has held several senior financial board positions in a number of service and finance related businesses. He qualified as a Chartered Accountant with KPMG and is a Manchester United football fan.

Ian, on what he likes to do when out and about in the Lakes . . .

I like to chase the dog from one pub to the next – some call it dog walking and some a pub crawl!
– Ian Winn

Gary Fletcher

Non-Executive Director

Gary has over 20 years’ experience supporting the growth of UK-focused travel businesses and is former CEO of Forest Holidays.

Gary joined Pure Cottages in 2017 becoming Non-Executive Director and is playing an active role developing and growing the business on a strategic and planning level.

He holds other non-executive roles within the UK travel sector, including British Waterways Marinas and Away Resorts.

Tracy Archer

Sales and Marketing Director

Hitting the ground running, Tracy joined Pure Cottages in 2019 and is keen to make the Pure Cottages brands famous for providing high quality self catering accommodation in the most beautiful places in England.

Tracy is a commercially-driven marketing expert with a wealth of holiday marketing experience including ITC Classics, Centreparcs, Country Holidays, Best Western, Caribbean Connection, Sandals, Wallace Arnold to mention a few.  She brings 13 years as a marketing consultant for the leisure and tourism sector, working with the likes of Liverpool ONE, Chester Zoo, Marketing Liverpool, as well as 8 years on the board for global marketing agency RAPP.

A word from Tracy on her love of the Lake District . . .

Since doing my D of E in the Lakes many years ago my love for the Lakes hasn’t faded and I’m never happier than being at the top of a fell, whatever the weather always with a hip flask filled with something interesting!
– Tracy Archer