room2 hometels

What room2 hometels does

room2 hometels, operating commercially as Second Nature Hometels, is a UK-based private hospitality brand founded in 2015 and headquartered in London. The company operates an extended-stay accommodation concept called 'the hometel', combining hotel-style services with private apartment-style living spaces that include fully equipped kitchens and a distinctive 2pm-to-2pm flexible check-in/check-out policy. As of 2024, it operates three hometels in Chiswick/London, Belfast, and Southampton, with a fourth under development in York. It serves three primary customer segments: business and leisure travelers seeking hotel amenities with residential privacy, long-stay guests on relocations or extended assignments, and cruise passengers using Belfast and Southampton locations as port-adjacent pre- and post-cruise accommodation.

The company's product portfolio is unified under 'The Hometel' umbrella and includes Sleep accommodations, Eat & Drink services anchored by the Winnie's café (which also runs a pay-it-forward community program), Wellbeing amenities, Work & Meet spaces (at Belfast and Southampton), Long Stays packages, Cruise-specific offerings, and a Hometel Club loyalty membership offering 25% direct-booking discounts and £50 dining credit. The brand is differentiated by its proprietary Five Cares framework, operational carbon-neutrality certification, and a stated net-zero-by-2030 target; the company develops its own buildings, giving it vertical control over energy efficiency and carbon accounting. It is part of the Lamington Group, a Certified B Corporation, and was rebranded from room2 to Second Nature Hometels in 2024 to better reflect its expanded sustainability and 'deep-care' positioning.

Revenue is generated through two streams: accommodation services (classified as recurring-style subscriptions given long-stay flexibility) and food & beverage through Winnie's. The go-to-market is direct-to-consumer, with all bookings routed through the company's proprietary platform (booking.staysecondnature.com) and no third-party distribution model disclosed. Pricing is not publicly itemized but direct booking is incentivized at a 25% discount versus other channels, plus a £50 dining credit. Marketing is organic and content-led across Instagram, LinkedIn, Facebook, TikTok, TripAdvisor, and an owned blog, with email/newsletter capture and the Hometel Club membership driving retention. There is no disclosed revenue, funding history, or management-team data in the available source material.

Name

room2 hometels

Legal name

Second Nature

Website

https://room2.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Second Nature Hometels (formerly room2) is a UK-based private extended-stay hospitality brand operating three hometels — combining hotel services with apartment-style living and 2pm-to-2pm flexible stays — in Chiswick, Belfast, and Southampton, with York in development, and serving leisure, long-stay, and cruise-segment travelers through a direct booking platform.

Ownership category

akta.pro rank

Product category

Extended Stay Hotels

NAICS

Other Traveler Accommodation (72119), All Other Traveler Accommodation (721199)

SIC

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

akta.pro primary industry

Extended-Stay Hotels (THAMAFAD)

akta.pro secondary industry

Co-Living / Hybrid Extended-Stay Residences (THAGAEAK)

Keywords

• Extended stay hotels
• Apartment-style accommodation
• Sustainable hospitality services
• Long stay apartments
• Eco-friendly hotels

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Accommodation Services: Hotel-style accommodations with flexible check-in/check-out (2pm to 2pm), offering both short stays and long stays with private living spaces including kitchens.
2. Food & Beverage (Winnie's): On-site dining through Winnie’s restaurant/cafe, with breakfast, brunch, and all-day dining options. Includes a pay-it-forward program where guests can gift meals to local charity or individuals.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

room2 hometels operates apartment-style hotel accommodations that combine the comforts of home with hotel services. Each hometel features kitchen-equipped rooms, flexible 2pm-2pm check-in/check-out, on-site dining at Winnie's, wellbeing facilities, and dedicated work and meeting spaces. The brand serves short-stay leisure and business travelers, long-stay guests, and cruise passengers with a sustainability-first approach.

Product overview

Second Nature hometels is a multi-location extended-stay accommodation brand (formerly room2) offering a unified product portfolio centered on 'The Hometel' concept. The core offering combines hotel-like amenities with private living spaces and fully equipped kitchens. The product ecosystem includes Sleep accommodations, Eat & Drink services featuring Winnie's cafe, Wellbeing amenities, Work & Meet spaces (Belfast and Southampton), and Long Stays options. Additional offerings include Cruise accommodations and a Hometel Club membership with direct booking benefits. The brand operates across four locations: Chiswick London, Belfast, Southampton, and York (coming soon). The company differentiates through flexible 2pm-2pm check-in/check-out and a commitment to carbon-neutral operations.

Differentiator

Problem solved

Functional benefit

Products and services

• The Hometel Apartment-style hotel accommodation with kitchen facilities, flexible check-in/check-out, and home-like amenities for leisure and business travelers.
• Sleep (Bedroom)
• Eat & Drink (Winnie's)
• Wellbeing
• Work & Meet
• Long Stays
• Cruises
• The Hometel Club Membership

Quantifiable outcome

• Operationally carbon neutral across all locations

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Lamington GroupcoreStrategic or Co-development PartnerParent company/group that owns Second Nature Hometels. Lamington Group is the holding company behind the hospitality brand, providing strategic direction and operational support for the hometel concept.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Staycity Aparthotels: European aparthotel operator combining hotel services with apartment-style kitchens and flexible stays. Closely comparable to Second Nature's 'hometel' concept, targeting similar business and leisure travelers seeking longer or more home-like stays.
• Locke (by edyn): Design-led aparthotel/hybrid living brand with kitchens, work spaces, and social amenities in urban locations. Highly comparable in offering hybrid hotel-apartment living with sustainability and lifestyle branding.
• SACO (The Serviced Apartment Company): UK-focused serviced apartment provider offering extended-stay accommodation with kitchens across multiple UK cities. Comparable in extended-stay apartment-style lodging model and target long-stay guests.
• Adagio Aparthotels: European aparthotel brand offering studio and apartment-style accommodations with kitchens for short and extended stays. Closely aligned with Second Nature's hybrid hotel-apartment positioning.
• Cheval Residences: UK-based luxury serviced apartment provider in London and Edinburgh, offering apartment-style accommodation with kitchens and hotel services. Comparable in extended-stay apartment-style product targeting similar traveler segments.

Broad incumbents

• Residence Inn by Marriott: Major-chain extended-stay hotel brand with in-room kitchens and longer-stay focus. Comparable in extended-stay product features though at much larger scale and as part of Marriott's broader portfolio.
• citizenM: Lifestyle hotel brand operating compact, tech-forward hotels in major cities with strong direct-booking model. Comparable in design-led, direct-to-consumer hospitality philosophy and small-footprint urban strategy.
• Premier Inn: Largest UK hotel chain with broad geographic coverage and Hub by Premier Inn compact brand. Comparable as UK-headquartered lodging operator though operating at much greater scale across mainstream segments.
• Travelodge: UK value hotel chain with extensive nationwide footprint. Comparable as UK lodging operator competing for similar domestic travelers, though at budget end and far larger scale.
• Home2 Suites by Hilton: Extended-stay hotel brand focused on sustainability and longer stays with in-room kitchens. Comparable in extended-stay sustainability positioning, though operating as part of Hilton's global portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/staysecondnature
• LinkedInlinkedin.com/company/room2hometels
• Instagraminstagram.com/staysecondnature_
• TikToktiktok.com/@staysecondnature_

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about room2 hometels