Nadler Hotels has rebranded as The Resident, launching with five properties, with plans to add 1,200 to 1,500 rooms in the UK in the next seven years.
The company said it would consider management contracts in addition to its current property strategy to expand the group.
David Orr, CEO, Resident Hotels, told us: “We were trying to find a name which would give a sense of a person at the heart of the brand, as well as the nature of the brand. This is a home-from-home brand, rather than a hard brand - we didn’t want to name it after a building. We have hopefully given it a distinctiveness which is highly personalised, which we hope we can deliver.
“There’s plenty of opportunity within the company and we’re lucky with the nature of the hotels that they can cluster close to each other - Covent Garden is very close to Soho. Clustering in big cities works, Firmdale is good evidence of that, they sit happily in close proximity. When we get into cities such as Manchester and Edinburgh we’re more likely to have one in each.”
The group is supported from its principal owners the Mactaggart Family and Partners, but Orr aded that the company would consider management contracts, building on past performance. He said: “We’re proud of the group of hotels in London, that we have been able to run them successfully in a challenging market.
“It’s always very difficult to find properties, it’s very competitive. The rest of the world is interested in coming in and pays a really good price. We have an advantage in that we can go into slightly smaller hotels than the big brands who need a larger size to support their economics.”
The Resident is launching with four properties in London (Covent Garden, Soho, Victoria, Kensington) and one in the heart of Liverpool city centre, having grown to 379 rooms since the business was founded in 2006.
Orr added: “The Resident emphatically puts the guest at the heart of everything we do, offering a meaningful travel experience where guests can connect with the local neighbourhood and feel like a resident. We look forward, in the near future, to announcing responsible and sustainable growth plans for The Resident.”
The hotels do not have bars or restaurants, but instead invite all guests to enjoy hosted evening drinks. They also offers drinks which can be ordered as room service and work with local bars and restaurants work to ensure best access to excellent venues as well as breakfast options.
A refurbishment programme to all public areas and bedrooms is ongoing and will be completed by 31 March.