A re-invention of the apart-hotel concept

Room 2, the Lamington Group’s new apart-hotel brand, is to start building its fourth property in Chiswick in Q2 2019 ready for launch in Q4 2020.

Now an ASAP accredited company, Room 2 was founded on the basis of a brand new ‘hometel’ apart-hotel concept, which aims to provide the facilities of traditional hotels within the comfort of a home-like environment and community.

The brand has already successfully launched apart-hotels in Hammersmith and Southampton and is expecting to open another property in Manchester in 2020. This is part of the company’s wider pipeline to release 375 units across the UK.

Having already consulted on the Southampton property, Project Orange will lead the design and architecture to transform the f­ormer office block into a 78-key apart-hotel. The accommodation will be set over four floors and comprise multiple room layouts; a shared living room with bar, café, lobby and work space, a gym and a laundry space.

Robert Godwin, founder of Room 2 and managing director of the Lamington Group, commented: "We're so excited to be growing and expanding the hometel concept further. It's proving to be highly successful in Southampton, and guests can expect the same and more in Chiswick. We're also keen to continue our expansion plans and welcome enquiries from interested partners and/or investors to join us on our mission to transform the long-stay apart-hotel market across the UK."

Hats off to Robert for coining the term ‘hometel’ which we feel succinctly describes what is a beautiful marriage between a residential apartment and a hotel. More importantly, Robert has found a new way to communicate some of the benefits of serviced apartments and apart-hotels to an inexperienced audience. We wish him every success in the expansion of his new and relevant brand.

Image credit: Room 2