Apex Hotels Group has formally rebranded as Apex Hospitality Group (AHG), signalling a strategic evolution in the organisation’s structure and leadership as it expands across both urban and rural hospitality markets.
The family-owned business, founded in 1996, now operates under a new group structure comprising three distinct business divisions:
- Apex Hotels – the Group’s established contemporary city-centre brand, renowned for genuine hospitality, with the Apex Dunblane Hydro recently added to the portfolio
- Monogram Collective – A curated collection of distinctive British hotels, each celebrating individuality and heritage, and designed for the modern traveler seeking design-led luxury.
- Hospitality Linen Services – A dedicated commercial laundry operation, providing outstanding service to both our own hotels and a growing network of external hospitality clients.
Senior Leadership Roles
Angela Vickers, previously CEO of Apex Hotels, has been appointed Managing Director of Monogram Collective. She continues to serve on the Group Board.
Averil Wilson remains Managing Director, responsible for Apex Hotels and Hospitality Linen Services, and also continues to serve on the Group Board.
Ian Springford, Chair of the Board, commented: “This is a natural next step for Apex. By giving each division its own operational clarity, while retaining strong shared leadership, we’re creating the conditions for long-term brand growth and excellence in guest experience. I’m confident in Angela and Averil’s leadership and proud of how the business continues to evolve while staying true to its values.”
The aha Forum, in Partnership with Thomas Franks: Movement forms Community
