Beyond Aparthotels adds three new sites to London portfolio

Sustainable serviced apartment operator, Beyond, has announced an expansion across three new sites in central London. 

News of the openings follow a growth strategy that combines a West End base with a “selective” pipeline. Beyond revealed it will open a Harrogate property later this year. 

Backed by investment manager Vengrove, the company is also looking to extend its reach through more partnerships with private landlords and family offices. 

Founder James Fry previously established Base Aparthotels in Switzerland, and later built Beyond as a management platform to operate at scale for institutional landlords.

The company operates under hotel management agreements and direct leases. Its London properties currently serve corporate clients from firms including Meta, Netflix and Google.

According to the brand, it is focused on corporate demand as research from Booking.com suggests 71% of guests seek accommodation aligned with their values. Publicly-listed companies must now disclose Scope III emissions – including indirect emissions from business travel – which is creating commercial incentives for sustainable bookings. 

The brand, which uses zero synthetic chemicals in materials or cleaning, is targeting zero waste to landfill and uses circular, low-carbon materials across its portfolio.

Rooms already feature volatile organic compound-free paints, no toxic fire-retardant materials in furniture, and use natural cleaning products for all linen. NaturalMat produces the beds and mattresses in Devon using natural materials, while Flok manufactures wool duvets and pillows within the UK.

The operator aims to reduce carbon, water and waste impacts. It follows a sustainable wellness approach to design and fit-out to improve guest sleep.

Fry said: “We built Beyond to answer a question that the hospitality sector has been slow to address: how do you create a genuinely sustainable and healthy guest experience that also makes commercial sense for operators and owners? The answer will not be found in corporate jargon or a piece of paper stuck to the wall, but in offering accommodation solutions that resonate with the growing cohort of guests who share these values.

“Wellbeing is not going anywhere, despite some of the corporate reversals we have seen around DE&I. In aparthotels, particularly with corporate relocations from fast-growing tech and biotech companies with younger workforces, we can offer an alternative to the standard with healthy, highly sustainable buildings for teams to stay and live in.”