New Hometel Concept room2 Receives Industry Recognition

Lamington Group won the Industry Breakthrough and Innovation Award for the room2 hometel concept, awarded to a company which demonstrates a product or service innovation that has led to commercial success or had a significant impact on the Serviced Apartment Sector.

The company also won the SME Business of the Year Award, which recognises an outstanding small business over the last financial year thanks also to the performance of Lamington Serviced Apartments, its London-based portfolio.

The room2 brand was created by Lamington Group, which opened room2 Hammersmith in 2016. The site was used as a pilot to test and refine the hometel concept, which was launched with the UK’s first fully-fledged hometel in Southampton in 2018.

Although it’s only been six months since opening, the initial commercial signs and guest feedback for room2 Southampton have been highly positive. Occupancy forecasts for the first financial year have been revised upwards, surpassing expectations, and guests are not only advocates of the concept but are also keen to see further expansion across the UK. The concept has been positive for the Southampton region, and is another indicator of the region’s growing business community and reputation for innovation.

Robert Godwin, Managing Director, commented, "We are thrilled to be awarded the 2018 Innovation Award, which has helped us to continue to grow and develop Lamington Group. This industry recognition confirms the support for and excitement around the hometel concept.

“A lot of hard work went into creating the concept and it was designed to push the boundaries of the hospitality sector. The feedback from room2 Southampton has been overwhelmingly positive: guests love the benefits, such as 24 hr stays, and genuinely feel that room2 is a place to live, not just to stay.”

room2 has gone above and beyond the usual new hotel market requirements, such as modern design, quality bedding and free wifi. It has focused on creating memorable experiences for guests: the 24 hour stay; check-in via one of three methods; multiple dining options that include full in-room kitchens, as well as more traditional dining options; communal guest laundry, and long-stay lockers. Above all, the emphasis is on allowing guests to utilise the space as if it were their own home, with flexibility and freedom.

Following the success of room2 Southampton, the company is currently working on plans to open more hometels across the UK, with planning permission agreed for room2’s in Chiswick and Manchester.