Serviced Apartment Firm Lamington Launches ‘hometels’ in UK

Date: March 2018

Location: Southampton, Hampshire, UK – opening June 2018

Name: Room2 and hometels

No. of Keys: 71

Seller: Was an office building

Buyer: Serviced apartment provider Lamington Group is to launch the first example of what it claims is a new concept, “hometels”, which aim to bridge the gap between Airbnb and a hotel.

The 71-bedroom venue, which Lamington Group says is a flexible living environment with the best parts of home combined with the services and security of a hotel, will open in Southampton in June.

It is the second site under the Room2 brand, following a pilot in Hammersmith that launched in 2016, offering what the company claims is a “completely different approach” to staying away from home.

Founder and managing director Robert Godwin said: “Speaking to our guests in both Room2 Hammersmith and our existing apartments, we heard that they want more than what a traditional hotel, aparthotel or an Airbnb can offer. They want something that combines the best of all three, with flexible living, all the comforts of home and personable, attentive service.

“We’ve responded by creating the Room2 ‘hometel’ concept and we believe it’s a real game-changer. Our ambition is to be the brand that creates and leads the hometel category in the UK and we’re perfectly positioned to do that. We’re young, independent and dynamic, which means we can move fast to fill this void in the market.”

All rooms in Room2 Southampton come with their own kitchen, TV, seating area, USB chargers, free Wi-Fi and hairdryers.

There will also be a selection of split-level mezzanine bedrooms for families, a coffee bar, a shop selling food, gym, bar, laundry facilities and communal space for working and socialising, called ‘the Living Room’.

Rooms for two people start at around £125 per night.

Cost per Key: £100,000

THPT Comment: A Hybrid on a Hybrid! We like this concept – a serviced apartment operation, but truly bringing the home-from-home concept to the customer.

First Seen: The Caterer