Hotel group reveals UK expansion plan

A Birmingham-based hotel management company is targeting expansion by rolling out its model into the London market.

Fiveways Hospitality is looking for sites in the capital, along with other key provincial cities, with the aiming of opening 10 new nitenite hotel venues.

The company, which manages Park Regis and nitenite hotels in Birmingham, plus the Holiday Inn Express in South Birmingham and Knowsley, and Pelham House, Lewes, has secured new funding to explore freehold, leasehold and joint venture opportunities.

Nitenite was the first purpose-designed and built pod hotel to open in the UK in 2006 and has been operated by an affiliated company to Fiveways Hospitality since 2013, when it was bought out of receivership from the original owners.

The company is currently looking for disused inner city retail space, redundant office space, basement car parks or where a hotel will be part of a mixed-use scheme.

The new ‘Generation 2’ nitenite model (with no windows) takes up around the space of a single parking space (6.8 sqm for a double room) and comprises a compact en-suite room with hi-tech specification.

A concept version has been created at the company’s nitenite hotel in Birmingham so potential partners can visualise how a typical room would look.

Nigel Atkinson, principal director at Fiveways Hospitality, said the nitenite concept was an enticing proposition for landlords with suitable under-used sites.

“We’ve recently developed a new, upgraded room and now we’re looking to expand the brand to London and into key cities such as Manchester, Bristol, Leeds, Nottingham and Oxford,” he said.

“Our nitenite development team is ready to do site reviews and we’re offering flexible options for the investment approach.

“What makes nitenite an attractive prospect is that the build price is also very competitive at around £41,000 per key, based on the 100-bedroom model.”

The company is targeting sites which can accommodate at least 100 rooms with about 10.6sqm floorspace for each room, as well as support and communal areas.

To support its growth ambitions the company has promoted two members of staff.

Robin Ford, formerly general manager at the Park Regis Hotel in Fiveways, Birmingham, has moved to an operations director role at Fiveways Hospitality, where he will be responsible for ensuring the business maximises its performance across all areas.

The role sees him take a share in the business and join the board of directors.

He is promoted alongside Rebecca Delmore, who has moved from the director of sales role at Park Regis, to group sales director for Fiveways Hospitality.

Ms Delmore, who has worked with Fiveways Hospitality for more than two years, has extensive sales and marketing experience. Her new remit is to develop strong agency relationships, secure preferential rates and build brands within the competitive travel sector.

Nigel Atkinson, principal director of Fiveways Hospitality, alongside Rebecca Delmore and Robin Ford

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