Register to get 3 free articles
Register to unlock the article and receive our free newsletter. Join 26,000 other hotel leaders and stay in the know.
Want unlimited access? View Plans
Already have an account? Sign in
The asset management company, Switch Management Ltd, has reported a strong opening 12-month performance at its landmark aparthotel Birmingham property.
Since its opening in January 2024, it said aparthotel Birmingham has quickly established itself as “one of the leading places to stay in the region”.
Seeing an “exceptional” level of bookings from launch, aparthotel Birmingham secured 24% above the new property opening industry levels in its first six months, which has been driven by corporate bookings.
In Q4 2024, aparthotel Birmingham delivered an almost identical Revenue Per Available Room (RevPAR) performance against other aparthotel properties in the city (around £75), while November saw the property’s strongest month in both occupancy (81%) and room rate (£100.50).
It added this growth is set to continue in 2025, with high demand from local and regional corporate clients. aparthotel is expected to deliver “matured level” numbers in Q1 2025, ahead of both internal targets and the industry standard for new opening performance levels.
The site has also garnered a positive response from guests, with ratings of 8.9/10 on booking.com and 9.0/10 on Expedia. It has quickly climbed to 7th on TripAdvisor’s list of best hotels in Birmingham, reflective of the team’s delivery of the Switch ‘gold standard’.
Stuart Gillespie, group commercial director at Switch Management, said: “aparthotel Birmingham has fast established itself as an industry-leading asset, and we’re delighted to have exceeded expectations in our first year of operation. In a crowded market, aparthotel brought an exciting new proposition to the city, responding to growing demand for flexible short and long-term stays that offer a mix of both convenience and luxury.”
Aparthotel offers a choice of 10 accommodation types across 161 suites, from a classic 22sqm studio to terraced apartments. Each apartment is furnished with a fully-equipped kitchen and guests can benefit from the latest technology, including self-check-in portals and wi-fi hotspots. The development also includes an on-site Nisa Local store – the first in any UK aparthotel.
Formerly known as the Royal Angus Hotel, Switch oversaw the site’s redevelopment on behalf of its owners, SevenCapital, and continues to manage its operations as asset managers.
Gillespie added: “As a people-driven and values-led business, we’re proud to deliver the gold-standard of service that Switch is renowned for. Our hospitality expertise, and ability to respond to evolving market demand, is reflected in the exceptional first-year performance of aparthotel and we look forward to building on this success.
“Our award-winning sales and marketing team is committed to raising further awareness amongst visitors to the city, to compete against major worldwide brands and further cement our position as one of the region’s leading places to stay. As part of this, we’re particularly proud of our strong direct business levels, which allows us to build greater interaction and loyalty with our customers.”
