Aparthotel Adagio’s Midlands move

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European aparthotel operator Aparthotels ADAGIO® has announced plans to expand into Leicester, with a view to opening its fourth UK Adagio property in the Midlands in 2019.

The new Adagio Leicester Waterfront will be a four-star Adagio new-build property. The Adagio will neighbour with the 150th UK Novotel from Adagio’s parent company, Accor Hotels.

The project is located between the river and the city centre, near Highcross shopping centre.

Karim Malak, Adagio deputy CEO, told CN: “The new opening in Leicester will offer excellent accommodation for conference delegates, particularly those away on business for multiple nights, offering flexible accommodation with living and kitchen facilities to make life easier when away for extended periods. Adagio offers a ‘longer you stay, the less you pay’ pricing structure that appeals to event and conference goers, many of whom are away from home for days or weeks at a time. For those wishing to host events in Leicester we plan to offer meeting facilities and there will be places for those attending or running events at our partner Novotel hotel next door.”

Malak added: The UK remains our priority market for expansion, following a period of growth in Latin American and the Middle East. The new property will be our fourth in the UK, following openings in Liverpool, Birmingham and most recently, Edinburgh.

“The Leicester opening is particularly significant to our business, being the first franchise Adagio to open in the UK. We are in discussion with other partners and sites across the UK with a review to establishing 10 properties in the UK by 2020.”

The Adagio will feature 100 apartments, 70 studios and 30 one bedroom apartments and will offer hotel-like services such as 24hr reception, free Wi-Fi and housekeeping and tiered pricing – so, the longer you stay the less you pay.

The Adagio Leicester waterfront franchise partner is Charles Street Buildings Leicester and the property will be built alongside new build offices, a restoration of the former Leicester Central station and a new public area to be known as Great Central Square. The Adagio will be managed by Interstate.

Joseph Murphy of CSB said: “We are proud to partner with Adagio for its fourth UK property. As a Leicester based company we are proud to bring the quality of Adagio to our city centre as part of the wider regeneration programme that we are undertaking and the transformation the city is undergoing.”

Paul Colston

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Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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