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Aparthotels, a new extended-stay brand by BridgeStreet

BridgeStreet is already a leading international suplier of serviced apartments, with over 50,000 apartments to let in 60 countries across the globe. The company just announced the launch of a new midscale extended-stay brand "Aparthotels by BridgeStreet" with its first hotel to open in Birmingham, England, in 2014.

BridgeStreet said it is targeting Paris, London, Zurich, Brussels, Amsterdam, Geneva, Munich, Frankfurt, Germany, Edinburgh, Scotland and Barcelona, Spain, for expansion via conversion and expects the management arrangement to be half own-operate and half franchise. The company said it expects to open 10 to 20 Aparthotels over the next five years in city center locations.“ApartHotels by BridgeStreet has been designed for the new tribe; they are social, connected and always on the move,” says Sean Worker, CEO of BridgeStreet. “They live in a world where the boundaries between work, life and time are blurred. Whether away for three nights, three weeks or three months, they seek a sanctuary – as ‘home’ can often be wherever they are right now. We have looked at every aspect of the guest experience – sleeping, meeting, working and eating – and asked, ‘What could we do better?’ This has meant a real focus on doing the big things right and not forgetting the little things. Taking a broader view, we’re seeing a real shift from the acquisition of ‘things’ to the acquisition of ‘experiences.’ Our properties will be all about great sensory experiences – from the central ‘hearth’ around which guests can gather and connect with others, to the lobby and concierge; meeting facilities; fitness center; and café bar with a great food offering.”

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