Roomzzz Aparthotel Chester City has been confirmed as the debut of new concept “Roomzzz New Generation”.

The property is a £5.5m conversion of an existing office space into a 64-key Aparthotel overlooking Chester Racecourse, scheduled to launch April 2015. Taking Roomzzz Aparthotel to another level, the new concept has been under development for three years.

Mark Walton, head of Roomzzz Aparthotel UK commented: “The opening of Chester signifies the progression of Roomzzz. Not only is this Aparthotel “New Generation” in terms of how it looks, feels and operates but Chester will also adopt a new ethos which serves to further improve our customer experience.”

Roomzzz New Generation sees significant changes to the interior architecture of Roomzzz. Integrating local knowledge with clever design, creating a luxurious awareness of the city, guests are subtly reminded of their surroundings. “We have adopted a subtle lifeline with the city to give guests an aspirational sense of belonging, rather than an anonymous experience. We believe by enhancing knowledge of an area also creates comfort, therefore more likely to encourage longer or more frequent stays,” continued Walton.

Roomzzz are well known for their success in working with existing buildings and converting into Aparthotel use. Prime examples are buildings in Manchester and most recently Newcastle. Both schemes are used as model operations and successful showcases of how a conversion into an Aparthotel can benefit the City by attracting high spend and longer staying visitors to the City.

Walton explained: ‘the Aparthotel model is not the same as a hotel. Roomzzz guests are typically professionals and international guests looking for a longer-term stay than a hotel can reasonably offer. Roomzzz New Generation is based on our knowledge, experience and research into customer decisions when booking/ re-booking accommodation.’

Other main features of the latest concept include spacious interior styling in all apartments with ultramodern kitchen and living areas, plus luxury room amenities with a bespoke blend of botanics. Chester is also the first in the brand’s portfolio under New Generation to offer multiple Penthouse suites, all of which feature rooftop balconies with racecourse vistas.

Roomzzz Aparthotel have worked closely with English Heritage on the creation of Roomzzz Chester City, Walton concluded: ‘We have taken every precaution to ensure that the conversion of an existing building is both sympathetic to the surrounding area and will compliment existing buildings and structures. We are extremely pro-active as a brand to reassure our host Cities that our developments are in tune with daily life and in keeping with the location.’

The Roomzzz model in Manchester, Leeds and Newcastle run at 90% occupancy and have integrated into each City as a popular alternative to a hotel. The second Roomzzz Aparthotel New Generation location will be the brand’s first opening in the Midlands. Roomzzz Nottingham City will open at the start of May 2015.

www.roomzzz.co.uk