From today, the company’s Hometels in Chiswick, Southampton and Belfast have transitioned from room2 to Second Nature, with all guest-facing touchpoints, including signage, uniforms, in-room collateral and digital channels, adopting the new identity. Future openings, including York in May 2027, together with developments in Cambridge, Leeds, and Shepherd’s Bush, will all launch under the Second Nature brand.
The rebrand reflects the evolution of the business rather than a change in the guest experience. When room2 launched in 2016, it introduced the Hometel: a new category combining the comfort and flexibility of apartment living with the atmosphere and service of a hotel. Over the past decade, Lamington Group has continually refined that proposition, creating a hospitality experience that has evolved far beyond its original identity.
Robert Godwin, CEO of Lamington Group, commented: “When we launched room2, we weren’t trying to build a brand. We were trying to prove there was a better way to stay. We believed people shouldn’t have to choose between an apartment and a hotel, so we created the Hometel and spent the next decade building, operating and refining it ourselves. Over that time, our understanding of what great hospitality can be has evolved enormously. The room2 name belonged to the business we started. Second Nature reflects the business we’ve become.”
A great solo travel tip spotted this week on Hotel Designs.
