Adagio launches Birmingham serviced apartments

George Sell By George Sell
31 July 2015 | Updated 31 July 2015

UK: Aparthotels Adagio has announced the launch of a second UK property in Birmingham’s City Centre, opening on 10th August 2015.

The newly constructed Adagio Birmingham City Centre aparthotel features 108 studio and one-bedroom apartments. In common with all Adagio aparthotels, it offers scaling rates with reduced prices from the fourth night - the longer guests stay the less they pay.

Further Adagio properties are planned for Edinburgh and London in 2016 and beyond.

Vangelis Porikis, Adagio director for Central and Northern Europe, said: "The UK continues to be a key market for growth and we are delighted to open our second property in the UK's second city, Birmingham. This will be followed by the highly anticipated openings in London and Edinburgh next year, the success of Adagio's growth is testament to our ability to innovate in hospitality and bring new ideas and services to guests.

"The opening of Adagio Birmimgham City Centre is an important milestone in the global development of Adagio.  The business has seen solid growth in recent years and we are on track to open 150 aparthotels worldwide by 2018 with 15,000 apartments particularly in key European Countries, Latin America, Middle East and Africa," he added.

Dave Amans, GM at Adagio Birmingham City Centre, said: "Birmingham has undergone a tremendous transformation in recent years and the regeneration of the city continues into the Digbeth area in which we are located. We are proud to be part of the city's ongoing story and look forward to welcoming business and leisure guests from the UK and internationally to this fantastic city."

Editor's Comment

Adagio's move in to Birmingham is further evidence of the resurgence of provincial British cities. The Midlands city was, until fairly recently, regarded as a fairly depressed hospitality market, but has seen a remarkable turnaround to the extent that STR data for Q1 2015 revealed its serviced apartment market recorded an occupancy level of 83.1 per cent, the highest in the UK.

A strong corporate market and a lack of supply were responsible for the figure, which represents an increase of 26.8 per cent on the same period last year. LIverpool, Edinburgh and Aberdeen also performed strongly, reinforcing the buoyant theme emerging across the UK.

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