Apex Hospitality Group Rebrands to Support Growth and Expansion Strategy

Published on December 4, 2025

Apex Hospitality Group, which you might remember as Apex Hotels, has recently gone through a major rebranding, marking the start of an exciting new chapter for the company as it gears up for significant growth in both city and countryside markets. Founded in 1996, this family-run business has made some smart adjustments to its organizational structure, making sure everything aligns perfectly with its ambitious expansion plans.

New Group Structure to Drive Growth

The rebrand from Apex Hotels to Apex Hospitality Group signals a major shift in the company’s operational framework. The updated structure introduces three main divisions designed to cater to the evolving needs of travelers while streamlining operations.

1. Apex Hotels: This remains the flagship brand of the group, focusing on contemporary city-center hotels that are known for their exceptional hospitality. Apex Hotels has been a leader in the UK urban hospitality market, and with the recent addition of Apex Dunblane Hydro, the brand continues to evolve by providing an upscale and personalized experience for guests.
2. Monogram Collective: This new division focuses on a curated collection of distinctive British hotels, each offering a unique experience that blends heritage with modern luxury. Designed for travelers seeking bespoke, design-led accommodations, Monogram Collective adds a touch of individuality to the brand’s portfolio, ensuring that guests experience a perfect blend of tradition and modern sophistication.
3. Hospitality Linen Services: A dedicated commercial laundry operation that provides high-quality services not only for Apex Hotels but also for a growing network of external hospitality clients. This division plays a key role in maintaining the impeccable standards of cleanliness and luxury that the group is known for.

Leadership Changes to Guide the Future

As part of the rebrand, Apex Hospitality Group has also implemented significant changes in its leadership structure. Angela Vickers, the former CEO of Apex Hotels, now serves as the Managing Director of Monogram Collective. Her wealth of experience and leadership will drive the growth and success of this new division, positioning it for future expansion.

Averil Wilson, who remains the Managing Director, will oversee both Apex Hotels and Hospitality Linen Services. Wilson continues to serve on the Group Board and will play a vital role in shaping the company’s strategic direction moving forward. Together with Vickers, Wilson will guide Apex Hospitality Group through this transformative period.

Clear Focus on Operational Excellence

Apex Hospitality Group’s rebranding reflects a deep commitment to both operational clarity and strategic growth. By separating its divisions, the company ensures that each has the operational independence needed to succeed, while also benefiting from strong leadership and shared resources. This approach is designed to foster long-term growth, enhance the guest experience, and drive innovation across all divisions.

Guide for Travelers

As the group grows and diversifies its offerings, travelers can expect a wider range of options that cater to various tastes, preferences, and needs.

• Apex Hotels continues to provide high-quality, contemporary accommodations in the heart of major cities across the UK. Whether it’s a business trip or a leisure getaway, guests will find comfortable and convenient stays in the best urban locations. With the addition of Apex Dunblane Hydro, travelers can now experience the perfect balance of relaxation and sophistication, surrounded by natural beauty.
• Monogram Collective appeals to those who seek a more unique, boutique hotel experience. Whether you’re drawn to rich history, quirky design, or luxury accommodations, this collection offers something special for every traveler. These properties are designed with the modern traveler in mind, offering a stylish and personalized experience that reflects the diversity of British heritage.
• Hospitality Linen Services ensures that the quality of service extends beyond hotel stays, offering commercial laundry solutions to external hospitality clients. This expansion into a broader market demonstrates the group’s versatility and its ability to meet the needs of the broader hospitality industry.

The Road Ahead for Apex Hospitality Group

The changes in both structure and leadership position Apex Hospitality Group to become a major player in the UK’s hospitality industry. The company is preparing to expand its reach beyond city-center locations, tapping into the rural hospitality market where demand for unique and high-quality accommodations is on the rise. As part of this strategy, Monogram Collective will continue to grow and attract a new generation of travelers seeking luxury with a personal touch.

Apex Hospitality Group is embracing change with a clear vision for the future. The separation of divisions, the new leadership roles, and the overall rebranding strategy demonstrate a forward-thinking approach to the hospitality industry. The group’s continued focus on personalized service and guest experience is expected to fuel long-term success as it expands its footprint across the UK.

To wrap things up, the rebranding of Apex Hospitality Group goes beyond just a new name – it’s all about gearing up for the future. With a revamped structure, stronger leadership, and an expanded range of services, the company is all set to cater to travelers who crave both luxury and a unique touch in their hotel stays. Apex’s dedication to excellence means it’s poised to thrive and adapt in a constantly changing market.