Property development and finance company Salboy Group has launched a boutique aparthotel brand called Hidden, with its first location in St Ives, Cornwall, Property Week can reveal.
Salboy’s Hidden St Ives aparthotel, Cornwall
Hidden will target popular tourist destinations across the UK, including Manchester and London, in a bid to meet demand for holiday accommodation that combines the independence and privacy of an apartment with hotel conveniences.
The St Ives aparthotel has been developed on the site of a former hillside hotel a short walk away from the town centre. It includes 18 two-bedroom apartments, 16 of which are equipped with private terraces with coastal views, with over half including outdoor hot tubs.
Amenities include a 24-hour concierge, housekeeping services and a local chauffeur service available for journeys to the town’s restaurants, beaches, galleries and shops. Hidden St Ives is due to open its doors from mid-May.
Salboy chief executive Simon Ismail said: “As a developer of thousands of UK homes and serviced apartments, as well as a partner to global luxury hospitality brands, it’s become our not-so-hidden ambition to venture into high-end hospitality in our own right.
“Every Hidden aparthotel is designed to cater to people looking for more than just a place to stay. Hidden goes further to help visitors step out of the fast lane, slow down and tune into the stunning natural environment around them.
“We’re hand-picking and painstakingly designing every Hidden destination to provide quiet, restful, unplugged stays, while also enabling guests to appreciate the sort of high-quality concierge, housekeeping and chauffeur services they’d expect from a large luxury hotel brand.”
Miz Herrara, director of operations at Salboy, added: “It’s a huge honour to bring the high standards of quality and delivery that Salboy has become known for in the development and longer-term lettings space to this high-growth, sought-after market.
“We’re hugely excited about welcoming our first guests to Hidden St Ives this spring and unlocking more hidden pockets of the UK for guests to enjoy over the next few years.”
This comes after the group launched its Salboy Construction arm earlier this year to support SME developers deliver stalled and distressed housing schemes.
Last year, the group also secured planning permission to deliver two mixed-use towers in Manchester, valued at £360m, one of which will be the tallest building outside London.
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