Roomzzz is to open a 65-bedroom aparthotel in Chester overlooking the city's racecourse.
Scheduled to open in April 2015, the aparthotel is a £5.5m conversion of office space and will feature what the operator describes as its new generation concept.
Roomzzz Aparthotel UK head Mark Walton said: "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 adapt a new ethos which serves to further improve our customer experience."
He added that the changes included integrating local detail into the design, so that guests are reminded of their surroundings.
Walton said: "We have adopted a subtle lifeline with the city to give guests an aspirational sense of belonging, rather than an anonymous experience. We believe that enhancing knowledge of an area creates comfort, and is therefore more likely to encourage longer or more frequent stays."
All apartments include a kitchen and living area, while luxury amenities are available in the bathrooms. The Chester site will also include penthouse suites with rooftop balconies offering views of the racecourse.
Walton said that Roomzzz aparthotels in Manchester, Leeds and Newcastle have been running at 90% occupancy. The second of its new generation aparthotels will open in Nottingham in May 2015.