UK aparthotel firm eyes national expansion

London, UK. Image © Benjamin Davies / Unsplash
UK lifestyle aparthotel brand Native Places has announced ambitious growth plans with the opening of five new hotels within the next two years as part of its 2025 vision.

The expansion of operations will see Native Places open an additional property in London, bringing the total to four design-led aparthotels in the capital city.

New UK destinations

New destinations within the UK are also on the horizon with planned openings in Birmingham, Cambridge, Cardiff, and Oxford being considered.

Native’s current portfolio includes six properties across London, Manchester, Glasgow and Edinburgh. In Q4 2023, Native will be launching its seventh aparthotel and fourth property in London at one of the capital’s most historic locations. The King’s Wardrobe location, once a storehouse for the King’s state and ceremonial robes, will rebrand as Native St Paul’s.

Extended stay demand

Olivia Immesi, MD at Native Places, commented: “This is a very exciting time for Native Places as we expand operations further across the UK. The future of aparthotels worldwide, and in particular in the UK, is significant.

“We are seeing a pent-up demand for extended stays and it is our mission to provide travellers with a more integrated home from home experience that offers the freedom and flexibility when our guests are travelling for work or hoping to relax in a larger space, during a long-term stay.”  

Sustainability commitment

Central to Native Places’ vision is to grow its sustainability commitment, with each site needing to align with the company’s programme of practical ESG initiatives including prioritising the sustainability and environmental longevity of each building. The business is working towards the goal of becoming B-Corp listed as it consciously works to reduce its carbon emissions and build a green brand within the extended stay sector. 

Staying in an aparthotel uses less energy, and Native’s mission is to reduce its carbon footprint further by making sustainable considerations at every point of guest interaction. This includes working towards a BREEAM accreditation for all its aparthotels, and using energy suppliers based on their efficiency rating and using eco-friendly suppliers with a community-minded ethos. Native also uses Mitre Eco filling in its pillows, made from recycled plastic bottles, and recycled carpets with underlay made from old plastic.

One-of-a-kind sites

As part of Native’s strategy for expansion, it aims to uncover one-of-a-kind properties in the marketplace that offer something unique. Shunning the cookie cutter approach, Native wants its properties to keep their identity as part of its carefully considered rebranding.  

Immesi said: “We want to give our guests a story worth sharing, whether it’s about historical architecture, interesting design or a fascinating local community – we believe the best stories are found in the people and places we meet and experience. That’s why for each Native property, we celebrate the heritage of the building and we encourage our guests to live like a local and meet the creatives at the heart of the community.” 

Community connection

Native Places mission is to be a fixed feature of the local community by connecting guests to each of the property’s neighbourhoods through offering eco-friendly alternatives, connection to original brands, and interactive resident events.

The brand also creates dynamic spaces in which to welcome local residents. Counter in Native Edinburgh is an eclectic bar that is home to curated events and drinks, and the Mini Cini at Native Manchester is a 36-seat cinema showcasing cult classics, romcoms and kids’ films and it is said to be the world’s first dog-friendly cinema.

Experiential F&B concepts

As part of its expansion plans, Native Places is also focusing on adding value to its aparthotel portfolio by developing both convenient and experiential F&B concepts to match the evolving consumption habits of its guests.

Immesi commented: “Looking forward, we are placing greater investment to boost the value of a stay with us in order to attract the newer generation of guests. It is imperative for aparthotel and hotel brands to adapt and engage guests with F&B concepts that offer both convenience and experience, especially in response to the rise of food ordering apps.”