What Apex Hotels does

Apex Hotels is a privately held, family-owned UK hotel group founded in 1996 by the Springford family and headquartered in Edinburgh. The group operates ten 4-star hotels across Edinburgh, London, Bath, Glasgow, Dundee, Dunblane, and rural Aberdeenshire, with each property positioned as a distinct destination featuring branded restaurants and bars, spa facilities (Yu Spa in Edinburgh and Dundee), meeting and event venues, and wedding services. The portfolio spans city-center business hotels, historic Georgian and Victorian buildings, and country estates following the 2024 acquisitions of Meldrum House Country Hotel and Golf Course, Dunblane Hydro, and The Vineyard in Berkshire. Apex runs an integrated central operation including a wholly-owned laundry facility in Livingston and a corporate HQ in Edinburgh.

The company's revenue mix is diversified across room bookings, food and beverage (F&B), spa and wellness, meetings and events, and gift vouchers, with distribution driven primarily through the apexhotels.co.uk website, the Apex Hotels & Rewards mobile app, phone and email reservations, and an affiliate program operated via LinkSynergy offering up to 10% commission. Supporting technology includes a proprietary mobile app with digital check-in/out, IoT-based Building Management Systems for energy reduction, paperless check-in, and hybrid meeting infrastructure built with third-party technology partners. Pricing is not publicly disclosed per room; the only quantified unit economics come from the affiliate channel at £365 average order value and a 5% conversion rate.

Apex pursues a dual operating model combining organic brand building with M&A-driven portfolio expansion, recently funded by a £60 million refinancing package in April 2024. The group has invested over £1 million in sustainability initiatives, holds Gold Green Tourism awards across nine properties, and has committed to net zero by 2040. Ownership remains entirely with the Springford family, with no external institutional investment, and Averil Wilson serves as Managing Director while Norman Springford is the founder and Ian Springford is Chairman.

Name

Apex Hotels

Legal name

Apex Hotels Ltd

Website

https://apexhotels.co.uk

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Apex Hotels is a family-owned UK hotel group operating ten 4-star city and country hotels across Edinburgh, London, Bath, Glasgow, Dundee, Dunblane, and Aberdeenshire, serving leisure and business travelers with integrated dining, spa, meetings, and wedding offerings.

Ownership category

akta.pro rank

Product category

Hotel Accommodations & Hospitality Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Golf & Leisure Full-Service Hotels (THAGAAAH)

akta.pro secondary industry

Large-Scale Headquarters Convention Hotels (THAGALAH)

Keywords

• Luxury hotel accommodations
• Meeting and event venues
• Spa and wellness services
• Wedding and celebration venues
• Restaurant and bar dining

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Hotel Room Bookings: Core revenue from guest room accommodations across 10+ UK properties in 4-star luxury segment
2. Food & Beverage: Restaurants and bars operating within hotels including Chambers, Lazy Ballerinas, The Lampery, Elliot's Bar & Restaurant, Quayside Bar & Grill, Liberte Brasserie, Bar 1819, Metro, and The Orange Artichoke
3. Spa & Wellness Services: Yu Spa facilities at Edinburgh and Dundee locations, offering treatments with Elemis products, day packages, and memberships
4. Meetings & Events: Conference, meeting, and event venue rentals across all properties with hybrid meeting capabilities
5. Gift Vouchers: Gift voucher sales for hotel stays, dining, and spa experiences
6. Affiliate Commission: Earns commission through affiliate program with average order value of £365 and up to 10% commission rate

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels7 records

Core offering

Apex Hotels is a family-owned UK hotel group operating 10+ branded 4-star luxury hotels across Edinburgh, Glasgow, London, Bath, Dundee, Dunblane, plus rural properties Meldrum House and The Vineyard. The company sells guest room accommodations as its core offering, supported by in-house restaurants and bars, Yu Spa wellness services, meetings and events venues with hybrid event technology, weddings, and gift vouchers, distributed through direct website, mobile app, phone/email booking and an affiliate network.

Product overview

Apex Hotels is a UK-based family-owned collection of 4-star luxury hotels operating under a unified brand with individually styled properties across eight city locations: London (2 properties), Bath, Edinburgh (3 properties), Glasgow, Dundee, and Dunblane. The portfolio includes ten branded hotel properties alongside complementary service products including a mobile rewards app, spa and wellness services (Yu Spa), hybrid meeting technology, a network of branded restaurants, wedding and event services, an affiliate partner program, and a sustainability initiative (Apex Earth). The hotels collectively offer over 1,000 bedrooms with meeting and conference facilities, spa amenities, and dining options. The group was founded in 1996 and continues to expand through strategic acquisitions including recent additions of Meldrum House (2024), Dunblane Hydro (2024), and The Vineyard (2024).

Differentiator

Problem solved

Functional benefit

Brands

• Apex Hotels & Rewards App: Mobile application for booking, check-in/out, restaurant reservations, spa bookings, and loyalty rewards

Products and services

• Apex Temple Court Hotel (London) 4-star luxury hotel on Fleet Street in London's legal district, offering guest rooms including Temple Suite, Grand Suite, Master Suite, Junior Suite, Deluxe, Superior, City and View rooms, with the Chambers restaurant, meeting rooms and event spaces for leisure and corporate guests.
• Apex City of London Hotel (London) 4-star hotel in London's financial district near the Tower of London, providing guest rooms (Junior Suite, Family, Deluxe, Superior, City, View Rooms), The Lampery restaurant and event spaces for business and leisure travellers.
• Apex City of Bath Hotel (Bath) 4-star centrally located hotel in Bath offering guest rooms (Family, Deluxe, Superior, City, View Rooms), The Orange Artichoke restaurant, conference facilities and spa amenities for city-break and corporate guests.
• Apex Waterloo Place Hotel (Edinburgh) Georgian 4-star hotel in Edinburgh's New Town featuring guest rooms (Duplex Suite, Master Suite, Family, Deluxe, Superior, City, View), Elliot's Bar & Restaurant, spa facilities, and meeting and event spaces.
• Apex Grassmarket Hotel (Edinburgh) 4-star hotel in Edinburgh's Old Town overlooking Edinburgh Castle, offering guest rooms including Castle View Deluxe with Balcony and Castle View Superior categories, the Apex Suite event venue, multiple dining options and meeting/event spaces.
• Apex City of Edinburgh Hotel (Edinburgh) City-centre hotel in Edinburgh offering Castle View Suite, Castle View King, Castle View Twin, Family, City Plus and City Rooms, with versatile event spaces for leisure and corporate guests.
• Apex City of Glasgow Hotel (Glasgow) 4-star hotel in Glasgow city centre offering guest rooms (Duplex Suite, Family, Superior, City View, Standard) along with meeting and event facilities.
• Apex City Quay Hotel & Spa (Dundee) Award-winning 4-star spa hotel in Dundee overlooking City Quay and the River Tay, featuring 151 bedrooms (Master Suite, Junior Suite, Family and additional categories), Quayside Bar & Grill restaurant, and Yu Spa wellness facilities.
• Apex Dunblane Hydro (Dunblane) Historic Victorian hotel in Dunblane acquired by Apex Hotels in 2024, undergoing comprehensive refurbishment while offering the Loch Suite event space (up to 500 guests), the Hydro Health Club, multiple event venues and restaurant.
• Meetings & Events Services Conference, meeting, hybrid event and special occasion hosting service offered across all Apex Hotels properties, ranging from intimate boardrooms to the 510 sqm Loch Suite at Apex Dunblane Hydro accommodating 500 guests.
• Hybrid Meetings Technology Virtual meeting and hybrid event capability developed in collaboration with top technology providers, enabling global attendee participation, virtual screening and seamless hybrid event experiences for corporate meeting clients.
• Yu Spa Luxury spa facilities at Edinburgh and Dundee hotels featuring treatments with Elemis products, day packages, duet rooms and memberships, offered to hotel guests and day visitors.
• Restaurant and Dining Portfolio Multiple branded in-house restaurants and bars across Apex Hotels properties, including Chambers, Lazy Ballerinas, The Lampery, Elliot's Bar & Restaurant, Liberte Brasserie, Bar 1819, Metro, Quayside Bar & Grill and The Orange Artichoke, open to hotel guests and walk-in diners.
• Apex Hotels & Rewards App Mobile app for iOS and Android that allows guests to manage bookings, check-in and out, access digital room keys, browse city guides, make restaurant and spa reservations, and chat directly with hotel staff.
• Wedding Services Wedding packages and venues across multiple Apex Hotels properties including London, Bath, Edinburgh, Dundee and Dunblane, offering customised celebrations from intimate gatherings to large receptions.
• Gift Vouchers Gift voucher product allowing customers to purchase hotel stays, dining experiences and spa treatments across Apex Hotels properties as gifts for friends and family.
• Apex Hotels Affiliate Program Commission-based affiliate programme for publishers offering up to 10% commission on Apex Hotels bookings, with a 5% average conversion rate, £365 average order value, and a 7-day cookie window, run on the LinkSynergy network with a dedicated affiliate manager.

Quantifiable outcome

• 21% year-on-year revenue increase to £96 million
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Belu WatercoreStrategic or Co-development Partner · 1 January 2024Water partnership where Belu bottles Apex's own water for bedrooms, restaurants, and conference. £1 donated to Belu for every 750ml bottle sold. Belu gives 100% of profits to WaterAid. Partnership has cut over 600,000 plastic and glass bottles from waste.
• AntipodescoreStrategic or Co-development Partner · 1 January 2024Sustainable toiletries partnership switching all room amenities to Antipodes products - a scientific green beauty brand crafted from reused ocean-bound materials. Partnership eliminated 890,000 single-use items from supply chain.
• BeanominorGTM or Marketing Partner · 1 January 2023Dundee 20th anniversary partnership creating Splasher the duck mascot - a Dennis-themed character in partnership with iconic Dundee comic. Limited edition duck released 2023.
• Operation RecuperationcoreStrategic or Co-development Partner · 1 January 2021Charity partnership gifting NHS workers dream weddings as thank you for pandemic work. Apex Hotels provides complete wedding packages including venue, catering, and accommodation. Five couples received weddings including ceremonies at Apex Grassmarket Hotel (Edinburgh) and Apex Temple Court Hotel (London). Partnership generates positive PR and demonstrates corporate social responsibility.
• Trees for LifeminorStrategic or Co-development PartnerConservation partnership established Apex Grove in the Scottish Highlands for tree planting initiatives as part of sustainability commitment.
• Bath UniversityminorStrategic or Co-development PartnerResearch partnership for sustainable roof space project at Apex City of Bath Hotel, exploring innovative environmental initiatives.
• Green TourismcoreOthersCertification body granting Gold accreditation to nine Apex Hotels properties. Represents external validation of sustainability practices.
• LinkSynergyminorChannel Partner/ Reseller/ DistributorAffiliate network platform powering Apex's affiliate program with commission tracking, reporting, and partner management capabilities.

Scale indicators11 records

Recent moves7 records

Expansion highlights3 records

Direct peers

• Bespoke Hotels: Independent UK hotel collection operator with a similar multi-property, individually-branded model. Targets the same 4-star to luxury leisure and corporate market as Apex, with overlapping footprint in regional English and Scottish cities.
• Gleneagles: Iconic luxury Scottish estate hotel with golf, spa, and country leisure amenities. Directly comparable as a high-end UK hospitality operator offering full-service accommodations plus golf/leisure (Apex's Meldrum House) and competing in the same Scottish corporate and leisure demand pool.
• Hand Picked Hotels: UK collection of country house hotels and spa properties targeting the same luxury leisure and wedding customer segments as Apex. Both operators compete for destination weddings, spa breaks, and corporate retreats across Britain and pursue premium positioning within the independent hotel category.

Broad incumbents

• InterContinental Hotels Group (IHG): Global hotel giant (Holiday Inn, Crowne Plaza, Hotel Indigo) with significant UK presence across the same cities as Apex (London, Edinburgh, Glasgow). Competes for both business and leisure bookings but at a broader scale with established loyalty programs that Apex lacks.
• Hilton Worldwide: Global hotel brand with substantial UK estate (Hilton, DoubleTree, Hampton) operating in the same UK city markets Apex targets. Overlaps on business traveler and meetings demand with established Hilton Honors loyalty engine that pressures independent operators on repeat bookings.
• Marriott International: Largest global hotel company with extensive UK presence and Marriott Bonvoy loyalty program. Competes for the same corporate accounts and leisure travelers across London's financial district and Edinburgh/Glasgow where Apex operates key properties.
• Accor: European-headquartered global operator (Novotel, Sofitel, ibis, MGallery) with UK estate overlapping Apex's premium segment via MGallery and Sofitel. Broader incumbent with similar meetings & events focus and a loyal corporate base.
• Whitbread (Premier Inn): UK's largest hotel operator by room count with hotels in many of the same cities Apex serves (Edinburgh, Glasgow, London). Premier Inn targets a limited-service/value tier rather than Apex's 4-star luxury segment, but they frame the lower competitive boundary and apply pricing pressure on upper-tier demand.
• Travelodge UK: Major UK budget hotel chain operating across the same geographies as Apex. Represents the value floor of the UK accommodation market and applies pricing pressure on Apex's lower-tier room nights, particularly during shoulder seasons.

Emerging players

• The Hoxton: Design-led boutique hotel brand that has expanded across UK and European cities with a strong lifestyle positioning. Competes for the same millennial/Gen-X leisure and corporate traveler as Apex's city properties, particularly for direct bookings via its app-based experience.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/apexhotels
• Xx.com/ApexHotels

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Apex Hotels