New aparthotel brand to hit the sweet spot of Millennials launches in London

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A new brand of aparthotels from a rapidly expanding property business has opened in London, and is said to introduce a ‘design-led’ alternative to target the Millennial traveller.

Room 2 from the Lamington Group, a company currently operating 70 serviced apartments in London, has launched its first Millennial-inspired property with a 16-room six storey townhouse in Hammersmith, with further new openings already planned for 2017 and 2018.

The brand is targeted towards this fast growing segment, and aims to combine hotel aesthetic with ‘home comforts’, including in-room kitchens, a communal herb garden, healthy-vending machines and yoga mats, on-demand movies and TV mirroring.

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The next Room 2 to launch will be a 71-room site designed by Project Orange and will open its doors in Southampton in autumn 2017.

More sites are expected to be announced in the coming months.

Robert Godwin founder of Room 2 and managing director of Lamington said: “This is an exciting time to be launching a new apart-hotel brand and this site in Hammersmith is just the beginning. The sector is still evolving and with Room 2, we hope to bring the design-led approach of some of the most inspiring modern hotel brands to residents looking for a more welcoming environment which offers guests total freedom.

“Millennial travellers and workers are looking for more from their stays – they want local experiences, a community atmosphere and thoughtful design. Room 2 has been created with this in mind and we have created a place where residents can work, and play in beautiful surroundings.”

 

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