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Apex Hotels Group has rebranded as Apex Hospitality Group as part of a restructure intended to reflect the company’s expansion into both urban and rural markets.
The business, founded in 1996, will now operate through three divisions: Apex Hotels, Monogram Collective and Hospitality Linen Services.
Apex Hotels remains the group’s city-centre brand and recently added Apex Dunblane Hydro to its portfolio.
Monogram Collective will comprise a group of British hotels, while Hospitality Linen Services will continue to provide laundry services to the group and external clients.
The rebrand has also seen Angela Vickers, previously the company’s chief executive, being appointed as managing director of Monogram Collective. She will continue to sit on the group board.
Meanwhile, Averil Wilson remains managing director responsible for Apex Hotels and Hospitality Linen Services, and also retains a board position.
According to Apex Hospitality Group, the reorganisation aligns with ongoing expansion across its markets.
Ian Springford, chair, said: “The new structure would give the divisions clearer operational focus. This is a natural next step for Apex. By giving each division its own operational clarity, while retaining strong shared leadership, we’re creating the conditions for long-term brand growth and excellence in guest experience.”
