In conversation with Robert Alley, COO for Roomzzz Aparthotels
The hospitality leader sheds light on the secrets to success behind the Roomzzz brand
We understand you will soon be opening your 10th Roomzzz Aparthotel in Newcastle, tell us a little about the new property, and why did you choose Newcastle?
We are delighted to finally get the doors open to the extension of our property in Newcastle. We have had a small property in the city since 2012, offering 14 amazing apartments. It was never enough, so having acquired some land adjacent to Friar House we progressed an extension of a further 74 apartments. Our 5th generation design which we have also recently put into York as well are fabulous apartments. Everything you would expect from an upscale hotel room, with the benefit of living space and kitchen facilities of course. The development meant were able to add some more public space to the property and join the two buildings together. The location is perfect in the heart of the city and it is going to prove a great choice for business and leisure guests alike.
We gather Aparthotels and Serviced apartments are managing to sustain higher occupancy - when compared to hotels - during this pandemic, why do you think this is the case?
The last few months have obviously been tough on everyone for so many different reasons. However, we have found the recent situation has highlighted everything that gives Aparthotels and serviced apartments an advantage over traditional hotel choices. We’ve demonstrated the resilience and flexibility of the product to pivot across so many customer needs in the most difficult of circumstances, just at a time when hotels were shutting down all their services, we were able to preserve and offer all of ours. The apartments are clearly an advantage for those that were stuck and needed a haven. They worked in isolation. They have worked for short-term personal lets. They worked for projects and they worked for mobilisation as key workers, infrastructure companies had to adapt quickly to changing environments and demands. Occupancy has held up for apartment operators like us for all these advantages we have been promoting for years.
You were pioneers of the Aparthotel concept in the UK, but with many new entrants to this space, why should developers select Roomzzz as an operating partner?
Roomzzz has been around for 14 years now, and I do not see the fundamentals of hospitality have changed that much. We started with a solid proposition to bridge the gap, offering the best of hotel service with the best of serviced apartment facilities and space. Roomzzz has carved out its own personality right in the sweet spot in this space with daily housekeeping, great design & comfort, complimentary breakfast and all-day tea and coffee and of course great people. It will always be the service which stands apart in the end and our reputation through an amazing team is second to none with eight travellers choice awards from Trip Advisor just gained for another year. We are fully accredited operators, we don’t stand still, and we are developing brand, technology, people, sales, revenue and marketing capability to ensure that we are fit and ready for whatever comes around the corner.
Before the pandemic Roomzzz had targeted rapid portfolio growth, how do you feel about things today?
We still have great ambition for the brand and have put the pieces in place to keep growing and get more benefit of scale in future. You can see how property development may slow down for a while as developers, lenders and investors press pause, but that does not stop us from keeping the conversation going. There have been some amazing projects in terrific cities which will have their chance one day, hopefully quite soon. We would love to be in the mix when those projects get moving again. People will travel in future, and Aparthotels are perfectly placed to be the choice for developers looking for a solid, resilient, and reliable proposition.
About Robert Alley, Chief Operating Officer – Roomzzz Aparthotels
Robert is an industry veteran with over 30 year’s hospitality experience at some of the world’s largest hotel brands. He drives the business with a successful team focused on customer experience, brand development, commercial strength and leadership to take the group through the next few years of growth as an innovator and market leader. He has led Roomzzz Aparthotels as COO through an exciting period of growth. With four stunning new projects opened in the last two years, Roomzzz has doubled revenues and is set to continue its growth with ambitious plans of expansion beyond the UK.
Roomzzz is well established having opened the first property in Leeds in 2006. Since then they have grown steadily to 10 properties, providing stylish apartments with high guest satisfaction and strong sentiment with business and leisure guests across short and extended stays.
Ben Davis Co-founder of Saxbury would like to thank Robert for sharing his views with us.
