Herndon, VA – June 6, 2013 – BridgeStreet, the global hospitality expert in residences, serviced apartments and suites, announces the extension of its family of brands with the development of ApartHotels by BridgeStreet™ – a hotel brand concept that will be European-grown, with the goal to reach U.S. markets over the next 18 months. Expanding from the world of corporate housing, ApartHotels brings together the authentic hospitality of a locally grown, full-service hotel; the freedom, space and comfort of apartment living; and the quality and dependability of a well-established brand.
“ApartHotels by BridgeStreet™ has been designed for the new tribe; they are social, connected and always on the move,” says Sean Worker, CEO of BridgeStreet. “They live in a world where the boundaries between work, life and time are blurred. Whether away for three nights, three weeks or three months, they seek a sanctuary – as ‘home’ can often be wherever they are right now.”
A mid-scale solution for executives, business travellers and vacationers seeking city center locations at an affordable rate, ApartHotels offers convenience and personalized service. Urbanites-at-heart in need of short- or long-term accommodations during consulting assignments and relocation will enjoy the often-overlooked elements of good design and notice a keen focus on the things that matter.
Continues Worker, “We have looked at every aspect of the guest experience – sleeping, meeting, working and eating – and asked, ‘What could we do better?’ This has meant a real focus on doing the big things right and not forgetting the little things. Taking a broader view, we’re seeing a real shift from the acquisition of ‘things’ to the acquisition of ‘experiences.’ Our properties will be all about great sensory experiences – from the central ‘hearth’ around which guests can gather and connect with others, to the lobby and concierge; meeting facilities; fitness center; and café bar with a great food offering.”
For developers, the concept – along with the support and credibility of the BridgeStreet name – provides an affordable way to brand. The Apart Hotels innovative model affords investors with the flexibility of a multi-use space not seen in a traditional hotel investment. The clean lines and freedom of a clutter-free space create a welcoming environment equipped with high-quality materials and well thought out spaces. With artwork from local artists, European-style kitchens and a generous workspace, ApartHotels immerses guests in a harmonious lodging experience for those with long- or short-term travel needs.
The first branded ApartHotels by BridgeStreet™ location will open in 2014 in Birmingham, UK. Other priority target locations over the next four to five years include Paris, London, Zurich, Edinburgh, Frankfurt, Munich, Geneva, Brussels, Amsterdam and Barcelona. Growth of the ApartHotels portfolio will be through a mix of franchised, managed and leased operating structures.
“BridgeStreet is the preeminent provider of first rate serviced apartments globally, and we are looking to the future with ApartHotels,” said Paul Rands, BridgeStreet’s Director of International Development. “This launch enables us to diversify our property portfolio with a new type of hospitality offering. Expansion will begin in Europe and then to the U.S.”