The five-strong Nadler Hotels grouped has rebranded as the Resident with a focus on a new look and “a more hosted experience”.
Originally launched as the Base2Stay brand in 2006 by Robert Nadler with the financial backing of Mactaggart Family and Partners, the company was rebranded as Nadler Hotels in 2013. The focus of the brand was to offer “affordable luxury” by stripping out the facilities which many guests in city-centre hotels don’t use, such as a restaurant, bar, gym and spa, and instead included mini kitchens in the bedrooms.
Nadler stepped down as chief executive of the company in January 2018 following a disagreement with shareholders over the future development of the company.
Today the company comprises 379 bedrooms across four hotels in London (Covent Garden, Kensington, Soho and Victoria) and one in Liverpool.
All the properties are in the process of being refurbished with “a warmer design theme” created by Caroline Smith of interior design company Wish and will be completed by 31 March. Fabrics and furnishings have been sourced from Tom Dixon, Paul Smith with Anglepoise, Alter House and Bute Fabrics on the Isle of Bute.
David Orr, chief executive of Resident Hotels, told The Caterer that the look of the Resident had been informed by the Covent Garden hotel which opened a year ago today. "We have been very conscious to respect the legacy left by Robert while at the same time look forward where the guests is at the heart of the brand.
“The Resident emphatically puts the guest at the heart of everything we do, offering a meaningful travel experience where guests can connect with the local neighbourhood and feel like a resident."
All guests checking into the Resident will be invited to enjoy hosted, complimentary evening drinks, while limited drinks and snacks from a Bros & Rudd wine list, Mac and Wild cocktails, Mr Filbert’s nuts and Love Cocoa chocolate by James Cadbury can be ordered as room service.
The Resident, which offers average room rates of £219 in London and £109 in Liverpool, intends to add between 1,200 and 1,500 rooms in the UK over the next seven years. Locations at the top of the Resident's hit list include Manchester, Oxford, Cambridge and Edinburgh.