By Angela Green
Hotel News is sponsored by Guestline
Apex Hotels have announced the acquisition of Pine Trees Hotel in Pitlochry, stating the acquisition represents the first step in an ambitious expansion plan targeting further acquisitions in popular UK destinations.
Pine Trees is a 4-star 32-bedroom classic Scottish country house hotel including a 6-bedroom coach house set within 10 acres of secluded gardens in the historic Perthshire town. The strategic purchase plays an essential part in the growth of the business and is the first step towards the execution of future diversification plans.
Chief Executive Officer Angela Vickers said of the move: “The acquisition of Pine Trees Hotel illustrates our commitment to delivering sustainable growth in the UK market and we look forward to welcoming our new team members into the Apex family.
“This move was the perfect fit in seeking to diversify the Apex Hotels brand in more rural locations to provide our guests with greater choice alongside existing city centre locations.
“Our vision for the group puts our guests and their guest experience at the heart of our thinking. The recent sale of Apex London Wall Hotel will help fund future growth plans, enabling our expansion whilst continuing to invest in our existing portfolio and the development of our people.”