Aparthotels: the modern alternative to hotels

The UK’s hospitality industry has seen a rapid rise in the popularity of aparthotels, a concept blending the comfort and flexibility of apartment living with the convenience and services of a hotel. 

While these venues have traditionally been associated with urban settings, there is growing interest in whether aparthotels can thrive in the countryside, along seaside towns, and in other scenic locations. 

This shift reflects not just a changing travel landscape, but a rethinking of what it means to have a “home-away-from-home” experience. 

A blend of independence and comfort

Aparthotels offer a unique blend of self-catering amenities combined with the type of comfort and services expected from traditional hotels. 

Unlike conventional hotels, aparthotels provide accommodations with kitchens, separate living spaces, and often washing facilities, enabling guests to stay more comfortably for extended periods. This blend is particularly appealing for travelers who prefer the autonomy to cook their meals or want a private living space to relax in after a day of sightseeing.

The convenience of having home-like amenities is highly appealing for a range of guests, from families and friends looking to spend quality time together to business travelers needing a more personal space for extended stays. For those visiting locations like the UK’s famous coastal towns or remote countryside, this setup offers the comfort of an apartment without sacrificing the hospitality experience.

Scenic escapes: can aparthotels compete?

For years, aparthotels were synonymous with city breaks, appealing to those visiting for business or culture. However, as the demand for staycations and rural getaways has grown, so too has the desire for aparthotel-style accommodations in non-urban settings. 

Many UK aparthotel operators are recognizing the potential for coastal and countryside sites and are beginning to expand beyond the city limits.

Seaside destinations are especially attractive for aparthotel developers. Unlike traditional hotels, which may require families to book multiple rooms or compromise on amenities, aparthotels can offer spacious, multi-room apartments that cater specifically to family needs. 

For instance, if a family is holidaying in a popular UK seaside town like Brighton or Whitby, with an aparthotel they have the convenience of space, a kitchen to prepare kid-friendly meals, and a private living area — all of which contribute to a more flexible, budget-conscious holiday.

Aparthotels are ideal for guests who want easy access to the beach or the countryside but still crave the feeling of being in a “home”. For parents, being able to prepare meals and store snacks for beach outings is a huge advantage. And as aparthotels often include Wi-Fi, TV, and modern entertainment options, families can also enjoy quiet nights after a busy day exploring.

Space for long-term stays and digital nomads

Another benefit of aparthotels is that they are increasingly appealing for digital nomads and those combining work with leisure, a trend that is accelerating in scenic spots across the UK. 

Locations such as Cornwall and the Lake District are ideal for those working remotely while enjoying a holiday ambiance. With an aparthotel, digital nomads can set up a comfortable workspace while still having access to the countryside or seaside during breaks.

For those working from “anywhere,” the homely environment of an aparthotel can be a far better choice than a hotel room that may feel impersonal or lack amenities. This setup also offers privacy for remote work, whereas regular hotels may offer limited space and less freedom to cook or relax between work hours. 

Seaside and rural areas are becoming increasingly attractive for remote workers seeking a change of scenery, and aparthotels could well be the ideal option to accommodate this.

An example of this trend can be found in SeaSpace, the first lifestyle aparthotel in Cornwall, which opened its doors to guests on 18 October. CEO Ben Harper said that the idea behind the concept had been pondered by the group for years, considering that the current aparthotel market is primarily urban driven. 

He said: “In a post-pandemic world our work and play has become increasingly intertwined, giving people the flexibility to work, stay and play whenever they want and need. Aparthotels, no matter the location, offer that flexibility. However, there are few coastal aparthotels, and none in Cornwall, which is why opening SeaSpace has been so exciting. We are also a community first, lifestyle-driven brand, offering something a little different to the aparthotel market, not just the location.”

Encouraging local exploration

One of the strengths of aparthotels is the opportunity they provide for travelers to settle in, explore, and support the local community. Aparthotels allow guests to cook meals, but they also encourage guests to explore nearby restaurants, markets, and shops. This setup is particularly relevant for seaside towns and rural areas, where tourism can directly support small businesses.

Harper stresses that in order for aparthotels to succeed, business owners have to “consider the community they are building the aparthotel within and how they can help meet their needs as well as the needs of the guests.”

Aparthotels encourage a different kind of travel experience—one where guests are more likely to explore local life instead of sticking to tourist-only paths. In a town like St Ives, for example, guests might take full advantage of a kitchen by preparing breakfast before a day of sightseeing, buying ingredients from local shops and markets, or supporting nearby restaurants.

Location plays a critical role in the success of aparthotels: while hotels often congregate in high-traffic areas, aparthotels have the potential to serve regions where there is an abundance of natural beauty, but fewer accommodation options. 

For instance, the popularity of “glamping” and self-catering cottages has shown a clear demand for accommodations that offer freedom of movement and easy access to the outdoors.

For travelers who value a scenic view and peace and quiet, aparthotels in rural areas or seaside locations can offer a tranquil experience. Unlike urban hotels, which are often hemmed in by surrounding buildings, aparthotels in these locations can be designed to enhance the surrounding natural beauty, making it an appealing option for tourists seeking a picturesque escape.

Supporting seasonal travel demand

Coastal areas and countryside locations often experience significant seasonal fluctuations in travel. Aparthotels are well-suited to this trend, as they can be designed for flexible usage, accommodating both short-term visitors in peak season and long-term guests in quieter months. 

This dual functionality could be a boom for the local economy, especially in regions where employment and business activity tend to be highly seasonal.

Harper believes that people are always looking for “somewhere new to travel, but there has been a rise in the need and want for a community within that. Aparthotels can strike the right balance by offering space to those living within the area as well as from further away.”

By combining the amenities of home with the support of hotel services, aparthotels open up a new avenue for enjoying scenic UK seaside destinations and countryside escapes. As the demand for flexible, lifestyle-oriented travel accommodations grows, aparthotels are likely to become an integral part of the hospitality scene beyond city limits, promising a new home-like experience away from home.