Part of the family-owned residential and commercial operator the Lamington Group, successful roll out of room2’s concept for modern travellers in London’s Hammersmith and Southampton is now paving the way for new openings. Another in Chiswick in the capital will be followed by others in Manchester, Glasgow, Bristol and beyond. “We are equally a tech company and a hospitality one too, meeting changing consumer demand. Lines between work and leisure are becoming increasingly blurred and we’re filling a space in an underdeveloped alternative accommodation sector,” explains Lamington chief executive and former Olympic sailor Robert Godwin, 30, who took over the helm from his father Stuart in 2012.
Lamington, which now employs 50 and forecasts a £5.9 million turnover this year, has a target of 5,000 new rooms by 2030.
The latest scale up by the company, which says it has grown thanks to “strong support” from HSBC, is expected to come from a mix of institutional and private funding.
Hometel stays, from £89 a night, “are crafted so guests have beautifully designed spaces and the full 24 hours,” says Godwin.
“They are optimised for comfort, efficiency, well-being, accessibility and safety. There is a smooth two-step, mobile keyless door entry system. If you check in at 2pm that’s when you leave. It’s crazy that normally people only given 21 hours.”
Guests can choose in advance from a mattress menu and eat how and when they wish.
“We are the first mover to capture this market niche,” he adds. “That is why we have included kitchens in all our rooms, and have plenty of options so guests can maintain their routine or diet.
“There is flexible use of a café, cocktail bar, workspace or meeting room, a buffet breakfast or takeaways delivered to the room and an in-house pantry and supplies to cook in-room.”
The integrated technology solutions room2 and partners have created to run the hometels, says Godwin, “solve age old hospitality problems, and remove guests’ pain points. Teams work across all operations, have more time interacting and spend less completing back office manual tasks.
“The technology has enabled us to transform the cleaning rotas for example so we can offer 24 hour stays on consecutive nights when we are full”.
Designed to appeal to a broad demographic, room2 has won new customers through this and being found via online travel platforms, social media and Google.
Some visitors are short stay, others linger longer. Older and leisure couples and corporate guests mingle with event set-up crews and sports fans. In Southampton it could also be families heading for the Peppa Pig theme park and holidaymakers en route for a cruise.
“When people stay with us,” says Godwin, “they can be the best versions of themselves.”
www.room2.com