UK: Gold Tree Hospitality (GTH) has announced plans to aims to open more than 10,000 aparthotel rooms and operate more than 3,000 serviced apartments.
The company says it “aims to become one of the lead forces in the serviced apartment and aparthotel industries by catering to different traveller personas with tech-forward guest services”.
The real estate development and hospitality firm has added new locations, undergone a rebranding and significantly grown its workforce, in a bid to achieve its goals.
So far this year it has added more than 400 units across five aparthotels under development, while executing a redesign of its 200 existing serviced apartments located in London, Lisbon, Sydney, and Melbourne.
GTH has unveiled its new look, website, and future mobile app, combining its two lifestyle brands under a new cohesive identity. The brands are Stay&Co – described as ” design-minded and technology powered serviced apartments”, and a new lifestyle aparthotel concept launching in 2023 “with signature amenities from food and beverage offerings to laptop-friendly area, and a 2.0 wellness studio”.
Co-founded in 2018 by Golan Weiss and Moran Machtey, GTH aims to become “a top player in the global lodging market through its technologically savvy accommodations and a consistently high-calibre guest experience”.
The company has hired hospitality experts and real estate professionals, some of whom have performed similar roles for high-growth hospitality players including Selina, STAY, Go Native, and others.
“The aparthotel and serviced apartment sectors are still in their infancy and are often outdated, non-technological, and non-experiential,” said GTH co-founder and CEO, Moran Machtey. “The new generation of travellers are independent-minded forward thinkers who pay attention to detail and look for a tailored and seamless guest experience. GTH aspires to make a huge impact on how this target audience consumes the short-to-medium term stay product.”
