The first Urban Villa extended-stay hotel concept will open in November following the acquisition by hotel developer and operator Union Hanover Securities of 100 serviced apartments from Barratt London at its Great West Quarter (GWQ) scheme in Brentford.
Last month Union Hanover unveiled a new team and announced a substantial equity injection to enable it to grow its £350m hospitality portfolio to £1b within five years, focused on the Urban Villa and Hoax hostel brands.
Located on the Great West Road, the 100 serviced apartments acquired on a 999-year lease, are in a 25-storey tower on a 12.5 acres mixed-use scheme which includes 800 homes, retail outlets, restaurants, offices and a Novotel hotel.
Andrew Fowler, hospitality director and Urban Villa co-founder, said: "GWQ is in an excellent location on the West End - Heathrow corridor, also known as the Golden Mile, which is adjacent to a number of major corporate headquarters such as Glaxo, Sky, JC Decaux, Worley Parsons, EMC and Sega. The area is currently under supplied in quality accommodation, particularly in terms of extended stay and corporate housing. And supply doesn't appear to be going to increase any time in the near future."
Eric Jafari, managing director of Union Hanover and Urban Villa co-founder, added: "The tower at GWQ was an obvious acquisition for us. It fits well with our growth strategy for the Urban Villa brand in London. GWQ will be the first of six UK Urban Villa all-suite hotels that we will deliver in Aberdeen, Edinburgh, London and Portsmouth over the next two years.
"October of this year also sees the launch of our first London HOAX hotel/hostel at Waterloo, so this will be a busy but exciting time for us."
JLL Hotels & Hospitality team advised Barratt London on the transaction.