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UK: Developer Salboy has introduced a boutique aparthotel brand called Hidden, catering to the high-end holiday market.
The brand will debut in St Ives, Cornwall, with an opening planned for mid-May. It sits on the site of a former hillside hotel and offers 18 two-bedroom apartments.
The majority of apartments (16) come with private terraces, and over half feature outdoor hot tubs.
Services include a 24-hour concierge, housekeeping, and a local chauffeur.
Simon Ismail, CEO of Salboy, said: “As a developer of thousands of UK homes and serviced apartments, as well as a partner to global luxury hospitality brands, it’s become our not-so-hidden ambition to venture into high-end hospitality in our own right. There’s high demand from discerning travellers for boutique, design-led holiday rentals in many of the UK’s most attractive, tranquil and historic locations, but many of the holiday let options on the market simply don’t reach their expectations.”
He added: “Every Hidden aparthotel is designed to cater to people looking for more than just a place to stay. Hidden goes further to help visitors step out of the fast lane, slow down and tune into the stunning natural environment around them. We’re hand-picking and painstakingly designing every Hidden destination to provide quiet, restful, unplugged stays, while also enabling guests to appreciate the sort of high quality concierge, housekeeping and chauffeur services they’d expect from a large luxury hotel brand.”
Miz Herrara, director of operations at Salboy, and who is responsible for growing the Hidden portfolio throughout the UK, said: “It’s a huge honour to bring the high standards of quality and delivery that Salboy has become known for in the development and longer-term lettings space to this high-growth, sought-after market. We’re hugely excited about welcoming our first guests to Hidden St Ives this spring, and unlocking more hidden pockets of the UK for guests to enjoy over the next few years.”
It marks the first of several projects located in “popular tourist designations” for the brand, including London and Manchester.
All Hidden aparthotels will be developed by Salboy in partnership with local contractors. The properties will be managed by “established hospitality operators”.
Salboy was founded in 2014 by Ismail and Fred Done, the owner of betting and gaming company Betfred. Its portfolio mainly spans urban residential schemes with a couple of branded residence projects in the UK.
Highlights:
- Salboy has launched a boutique aparthotel brand Hidden targeting high-end holiday rentals.
- The debut Hidden St Ives will open mid-May on a redeveloped hillside hotel site, offering 18 two-bedroom apartments in the coastal town of St Ives.
- Most units at Hidden St Ives include private terraces, with over half featuring outdoor hot tubs, alongside amenities such as 24-hour concierge, housekeeping, and chauffeur services.
- Following its Cornwall launch, Salboy plans additional Hidden aparthotel developments in cities including London and Manchester, partnering local contractors and hospitality operators for expansion.
