Birmingham based Switch Hospitality Management has signed an agreement with leading UK property developer SevenCapital to provide hotel services to the company’s new St Martin’s Place apartment development in central Birmingham.
The partnership is an extension of Switch’s existing service provision within the neighbouring Park Regis Hotel, which the business operates. It will form a new hotel-to-residential service concept which Switch believes could hold the key to growth for the hospitality industry in the future.
Residents of St Martin’s Place, which has just completed with all apartments already sold out, will benefit from a 24-hour manned service by designated Residential Services Associates, which provide concierge services and beyond.
Residents will also be able to request services* ranging from apartment cleaning, dry cleaning and laundry through to ad-hoc services such as sourcing concert and theatre tickets for the busy resident.
Included in the service package will be an exclusive Park Regis membership which provides the residents with multiple benefits such as discounts on the hotel’s food and drink, spa treatments, event bookings, best rates on rooms, plus further quarterly offers and bi-annual member events.
John Angus, Managing Director at Switch Hospitality Management said: “This is a really exciting opportunity for Switch and Seven Capital to set a new standard of service for city centre apartment living. Not only that, it also means we can maintain more jobs as part of our extended service which after the past year – taking on all the challenges that the pandemic and subsequent lockdowns have thrown at the hospitality industry - is very good news. I believe if this service proves popular it could provide a new format for the hospitality industry.”
Charlotte Thursfield, Operations Director at Seven Capital added: “Residents are demanding more and more from their homes, particularly those who live in city centres and often lead busy lifestyles. They want amenities, convenience, and they want things quickly. This partnership will deliver that.
“We’ve seen this concept of hotel services provided for residential developments work already at One Hyde Park in London – which is serviced by the Mandarin Oriental Hotel. Whilst that is aimed at the very wealthy, we’ve brought this concept to Birmingham with St Martin’s Place and the Park Regis Hotel, and made it more accessible.
“Improved service is already on the agenda for many developers in the city centre residential market, but this partnership aims to set the standard. No one does service better than hospitality professionals, so I’m very excited to see how this concept works out at St Martin’s Place.”
In turn, the hotel will also have use of 153 new parking spaces housed within the development, offering guests secure gated entry, with 24-hour CCTV plus six electric vehicle charging points.