Sleeperz launches Cityroomz budget hotel brand with Edinburgh opening
Based on a former Travelodge site in Shandwick Place, the 72-bedroom Cityroomz Hotel Edinburgh will offer rooms from £49 a night including free Wi-Fi, with the debut property scheduled to open next Monday (13 May).
“The launch of a new rooms-based sister brand is a bold and exciting move for a young business,” said David Myers, the chief executive of Sleeperz Hotels. “The fact that it is one of the best locations in Edinburgh, at the end of Princes Street, is a tremendous opportunity.
“Edinburgh is one of the world’s truly great cities. It’s Scotland’s cultural capital, sustaining a thriving and resilient tourism industry, and is the beating heart of business and politics north of the border.”
The new Edinburgh hotel will create 10 new jobs, with six roles retained by former Travelodge employees. The Sleeperz team will refurbish the property, renovating it to reflect the group’s ‘passion for modern contemporary design, style and comfort’.
Exceed expectations
Bedrooms will feature Freeview flat-screen TVs, bright décor and modern bath/shower rooms. A continental breakfast will also be available, priced at £4.95.
Steve Allen, Sleeperz Hotels’ operations director, said: “Our philosophy at Sleeperz Hotels is to exceed guest expectations, not only in terms of customer service and welcome but most importantly in terms of the quality of rooms, furnishings and conveniences people expect when they stay at a budget hotel. Cityroomz will be no different.”
The launch of the sister brand Scottish capital is the latest phase in aggressive expansion plans for Sleeperz Hotels.The business, which currently operates two properties in Cardiff and Newcastle,is closing in on further sites for Sleeperz Hotels in central Glasgow and London - a lease has been secured for a 21-room hotel in Glasgow city centre and a London property is still at the planning stage.
The expansion of Sleeperz Hotels has been driven by investment in the business by backers including Andre Hoffmann, Connection Capital and Costain.
Budget alternative
Back in 2011, the group’s chief executive Myres admitted that Sleeperz will never quite be able to match the portfolio of the likes of Travelodge and Premier Inn, but claimed the business has a unique selling point of its own.
“Sleeperz is all about convenience, value and style and what we offer is a slightly more stylish alternative in the budget hotel market, at affordable prices - I don’t think we can challenge businesses the size of Travelodge and Premier Inn, but what we can do is offer the consumer a very strong alternative.”
Sleeperz were supported in the Cityroomz Edinburgh transaction by Anderson Strathern LLP.
Read a Pearls of Wisdom interview with David Myers here.
