Apex Hotels unveiled a new brand identity in its 30th year. The group states that the identity runs through its website, its booking journey, its app and its on-property communications, so the language, design and storytelling carry one set of guest-facing values.
The group behind the identity
Apex Hotels Group became Apex Hospitality Group in December 2025, under three divisions: Apex Hotels, Monogram Collective and Hospitality Linen Services.
Averil Wilson is managing director with responsibility for Apex Hotels and Hospitality Linen Services, and holds a group board seat. Angela Vickers, previously chief executive of Apex Hotels, became managing director of Monogram Collective and keeps her board seat.
Nine hotels across six cities
The group's About page states a collection of nine hotels. The count covers Edinburgh, Glasgow, London, Bath, Dundee and Dunblane.
The property list runs: Apex Temple Court Hotel and Apex City of London Hotel in London; Apex City of Bath Hotel; Apex Waterloo Place Hotel, Apex Grassmarket Hotel and Apex City of Edinburgh Hotel in Edinburgh; Apex City of Glasgow Hotel; Apex City Quay Hotel & Spa in Dundee; and Apex Dunblane Hydro.
Two dates for the 30 years
Apex dates its business to 1996 and a single hotel in Edinburgh's Grassmarket. Norman Springford opened that first property.
The Companies House record for APEX HOTELS LIMITED (company number SC073489) lists a private limited company, status active, incorporated on 18 December 1980, registered at Apex Hotels House, 1 Mid New Cultins, Edinburgh EH11 4DH. The register carries one previous name, ARROW LEISURE LIMITED, for the period 18 December 1980 to 5 August 1997.
The 1980 incorporation and the 1996 first-hotel date stand as two separate records. The 30-year claim rests on the later one.
The identity and the numbers
The group states that the identity brings its story, its people and the guest experience to life for its colleagues and for the 700,000 guests it says it welcomes each year. The 700,000 figure is the group's own.
Wilson said: “Launching our new brand identity is a key moment for Apex Hotels, helping us underpin what we stand for. This project, in partnership with our ongoing programme of investment in our buildings is a strategic commitment to the long-term strength of Apex Hotels.”
The October programme at the original hotel
The Edinburgh Chamber of Commerce carried the anniversary programme on 9 October 2026. The programme centres on a £19.96 menu at Apex Grassmarket Hotel, priced on the year of the founding. The menu pairs selected dishes with a pint of Stewart's Session IPA.
Apex has partnered with Edinburgh Gin on The Thirty Club, an anniversary cocktail served through October at the Apex Grassmarket and Apex Waterloo Place hotels. A donation from every cocktail sold goes to Hospitality Action, a charity that helps hospitality workers across the UK.
Team members across all locations are taking part in a Pearls of Wisdom initiative, sharing personal advice and career learnings. Guests at Apex Grassmarket Hotel are invited to add their own through October.
Chairman Ian Springford said: “The business established by my family 30 years ago in the Grassmarket in Edinburgh has been hugely successful thanks to my father's vision, and the ongoing support from all the Springford family, our team members and our business partners.”
What the announcement leaves open
The release carries no figure for the building investment Wilson references, no room count across the nine hotels, no cost for the identity work and no completion dates.