Competition for trade in the capital is still intensely fierce, but with consumer spend increasing helping the London hotel market to experience a boom, it’s not just traditional hotels which are vying for trade. The rise of the aparthotel has caused a stir in the industry recently since its slow emergence a few years ago, and now is proving to a be a popular choice for both leisure and business consumers seeking that home from home comfort. Whether guests are looking for total relaxation, more flexibility, or simply a base from which to explore the city, aparthotels have many appeals.
The Rosebery Supercity Aparthotel is located in the heart of Clerkenwell, close to vibrant Exmouth market and within easy reach of good transport links, (Chancery Lane and Holborn tube stops are walkable) into the main tourist areas of the city. Away from the hustle and bustle of central London, The Rosebery is easily identifiable on a leafy street in a quieter suburb, yet still has the vibe of the buzzy city. Home to 58 suites, the aparthotel is already proving a popular choice for a variety of travellers to the capital.
Part of the Supercity Aparthotel brand, the group’s website is simple to read and easy to navigate, clearly meeting the needs of the modern traveller. The picture gallery gives a good indication of where to find the The Rosebery apartment and the image is brought to life on approach.
Upon arrival, the clean, secure reception area circles around a quirky blowfish statue, encased in glass, while colourful art adorns the wall. The staff are friendly and offer advice on the local area, helping to personalise the experience.
Staying in the Premier Suite, the views overlooking the city are outstanding, really helping to magnify the London experience for guests. The London skyline takes pride of place from the bedroom window, with monuments of the business district such as the Gherkin and The Shard clear to see. The rooms are tastefully decorated, with a muted, trendy colour palette of grey, yellow and green and are finished with curated modern artwork and bespoke furnishings. With a brick wall as the focal point in the living area, the design is complemented by the hues of the furnishings, and beautifully large bay windows open up to the street below.
The kitchen is well-equipped, and comes complete with a dishwasher, coffee machine, toaster, a full set of crockery and cutlery, as well as multiple storage space, encouraging long stays from business travellers.
Meeting the demands of the guests on the move, WiFi is free throughout the property and a central station on the wall controls the air conditioning and lighting, fitting in with the thoroughly modern theme running throughout the apartment.
The apartment gives visitors the ultimate home from home – their own apartment right in the centre of the city – allowing guests to completely see the sights of the capital at their own pace.
The repeat visits from business travellers demonstrate the strength of the brand in the marketplace. The offering, although similar to that of a traditional hotel on first glance, is worlds apart from that of the big chain conglomerates. With the kitchen and dining facilities available within the rooms, it allows guests to be completely flexible and enjoy a leisurely stay without the fuss and interference from staff or other guests. The sense of being completely incognito appeals to many.
The check-in and check-out process is seamless and with reasonable rates that highlight great value for money, offering guests the use of more amenities than a traditional hotel room, it’s no wonder The Rosebery is recording impressive occupancy rates and creating waves among the big players in the capital.
Hotel name: The Rosebery
General manager: Hannah MacAlpine
Average room rate: £140 +VAT
Occupancy (year to date): 87%
Staff members (all aparthotels): 23
Eco / green practices: All waste recycled where possible; LED energy saving bulbs; half flushing toilets (water saving); CHP – combined heat and power unit that regenerates electricity; double glazed windows; double insulated walls and ceilings
Marketing objectives: For the next year, the group is focusing on increasing occupancy, brand awareness, awareness of the serviced apartment / Aparthotel sector as an accommodation option.
Where are you spending the majority of the budget? Staffing