Industry Update
Press Release17 December 2018

New Hometel Concept room2 Receives Industry Recognition

Lamington Group and room2 Win ASAP Awards for ‘Breakthrough and Innovation’ and ‘SME Business of the Year’

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Property developer Lamington Group has received industry recognition at The Association of Serviced Apartment Providers (ASAP) Awards, winning two awards for its new hometel concept room2.

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 Servi ced 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.

Robert Godwin, Managing Director, commented, "We are thrilled to be awarded the 2018 Innovation Award, which h as 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 and this has clearly been recognised by the industry as a real breakthrough. We thank the judges and ASAP for this recognition and their ongoing support, and we are looking forward to continuing to develop the room2 brand throughout the UK over the next few years."

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 o n 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 further hometels in Chiswick and Manchester.


About the ASAP Awards

The Association of Serviced Apartment Providers (ASAP), the pioneers of the first global awards programme for the serviced apartment sector, has celebrated the achievements of the industry for the sixth successive year, hosting an awards ceremony that served to recognise the achievements of standout performers within the sector.
The ASAP awards identify excellence, innovation and best practice across the individuals, teams and organisations that are operating within the serviced apartment industry, bringing together operators, agents and suppliers to celebrate and recognise the secto r's achievements over the past 12 months.
The 2018 awards marked a record year, having received the highest number of entries in its 6-year history which came from more than 19 countries, while 16 separate countries were represented in the shortlisted finalists.

About room2

room2 is an innovative new hometel brand that has been created to respond to the needs of modern travellers, combining the reliability of hotels - the standards, safety and customer service, with the experiences, personality and character of Airbnbs.
After launching in 2016 in Hammersmith, London, the room2 brand's first purpose-built hometel opened in Southampton in June 2018, and further sites have been announced, with an existing committed pipeline of sites across the UK including Manchester, due in 2019, followed by Chiswick in 2020, and three further sites in early discussions.

Related Brand


room2 is the UK’s first hometel brand, conceived in 2015. It is the third residential brand launched by the Lamington Group, an independent family-owned real estate investment and development company which was founded in the 1960s and is based in West London.
brand information

About Lamington Serviced Apartments

Lamington Group has been established as an investor and developer of residential and commercial real estate since 1967. The Group has a family of brands, including Lamington Apartments, Lamington Lettings, Missionworks, room2 and room2 lite, and actively sources schemes where value can be added through planning and development. The group has a particular focus on expansion in the extended stay sector which is the fastest growing segment of the UK's hospitality industry.

Kate Gordon
Phone: +44 7980921961
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