Think, a serviced apartments operator previously known as Sunlight Apartments, has announced plans to open 520 new apartments in the centre of London by the end of 2009, almost three times its current number in the capital.
With a rise in bookings of 370 per cent last year (for executive apartments, when comparing winter 2007 with winter 2008), Think hopes to cash in on the extra demand, citing value for money as the driving factor behind the gain.
Speaking to Business Traveller, Stewart Moore, group marketing director, commented: “Staying in an apartment enables you to manage your costs more effectively. You can eat in, for example, and you don’t need to tip.”
The new properties, owned and managed by Think, have been designed and built from scratch: Think Bermondsey Street will open fully in April with 102 rooms, plus a pool, gym and restaurant; Think Long Lane will open in May with 98 rooms; and the 320-room Think Earl’s Court will open in June with a café-bar, pool and gym onsite.
Think currently has two properties open in London, Think Maltings Place and Think Tower Bridge, which have 280 rooms between them.
Business Traveller had an exclusive preview of the new Think Earl’s Court and Think Bermondsey Street. While the older properties feature wooden beams and exposed brickwork, the new properties follow a distinctive pod-style design with a compact kitchen, bathroom and living area, featuring smooth white surfaces and contemporary furnishings.
“We wanted to standardise the product,” explained Stewart. “It means construction costs are reduced, which we can then pass onto guests.”
The new apartments have flatscreen high-definition LCD televisions and iPod docking stations, with free wifi internet access available throughout. Kitchens come equipped with a hob, oven, microwave, toaster and cooking equipment.
Think Bermondsey Street currently has three floors of apartments open, starting at a reduced rate of £79 for one night.
Visit think-apartments.com for more information.
Report by Sara Turner