Apex Hotels began with a single property in Edinburgh’s historic Grassmarket, founded on a simple belief in traditional hospitality, and service with a genuine smile. 30 years later, that spirit remains unchanged, and Apex Hotels has today unveiled a new brand identity that boldly brings our story, our people and our guest experience to life for our colleagues and the 700,000 guests we welcome each year.
Firmly retaining the ethos that helped established our brand, we’ve put our core purpose, creating the places and moments that matter, through heartfelt hospitality, at the very centre of our operational and business services.
Our teams take the time, care and attention to ensure every guest is listened to, seen and made to feel at home, bringing joy, warmth, inclusivity and connection by the bonds between people, places and moments, that last beyond the stay. We call this Heartfelt Hospitality.
As we celebrate 30 years of operating great hotels in the UK, our new branding recognises how our business has evolved, whilst retaining the genuine, personal connections our team members build with every guest who walks through our doors.
From our website, booking journey and app to our on-property communications, Heartfelt Hospitality and our guest‑focused brand values will be woven through our language, design and storytelling, creating places and moments that matter throughout every Apex stay.
Averil Wilson, Managing Director, Apex Hotels, said: “Launching our new brand identity is a key moment for Apex Hotels, helping us underpin what we stand for, as a leading hospitality operator in the UK.
This project, in partnership with our ongoing programme of investment in our buildings is a strategic commitment to the long‑term strength of Apex Hotels. By upgrading our spaces and enhancing the quality of our product, we will ensure we can consistently deliver the level of guest experience that drives repeat business and sustainable growth.”
I’m incredibly excited about the next chapter in our story at Apex Hotels, with heartfelt hospitality firmly at the core of everything we do.”