Luxury home accommodation business, UnderTheDoormat, has agreed a 5-year partnership with Cadogan to market and manage a new boutique aparthotel – 3 Sloane Gardens – part of the prestigious Cadogan portfolio.
With the growing demand for apartment-style hotel accommodation in the current COVID-19 socially distancing environment, Cadogan and UnderTheDoormat have unveiled this new accommodation concept in a beautifully renovated building in the heart of Chelsea. The nine luxury apartments in 3 Sloane Gardens benefit from a number of services traditionally offered by hotels such as a ‘live-in’ service manager, reception and luxury linens and toiletries. Each apartment also has a kitchen to cater for guests who want a more independent stay.
The aparthotel is in a prime location, on the doorstep of the King’s Road, Duke of York Square and the Saatchi Gallery and just a minute’s walk from Sloane Square tube station. It is also a stone’s throw from the local artisan food shops and restaurants on Pavilion Road. It is taking bookings now, for stays from 1 October, when it opens its doors to the first guests.
The boutique aparthotel will cater for the changing preferences of international and UK tourists who are visiting London and looking for a ‘home from home’ experience where they can enjoy their own space and privacy without having to share with other hundreds of other guests and have everything they need right on their doorstep. 3 Sloane Gardens is expected to appeal to wealthy British and international travellers coming to London for boutique shopping, to see the sights and enjoy the attractions. It should also appeal to those on business trips to London.
UnderTheDoormat was appointed following a rigorous RFP process run by Colliers International. It will be the newest property to be included in its Corporate Stays programme, launched in June, which enables companies and executives to book homes in London, on a flexible basis, that are near enough to their offices to be able to walk to work.
UnderTheDoormat has furnished the apartments in a modern luxury style, and is responsible for marketing the property to guests, as well as managing everything from the building to the guest experience. UnderTheDoormat has extensive experience across London managing over 300 luxury properties in the capital, including entire family homes and apartments. Its expert team takes responsibility for attracting bookings from high value guests and generating income for property owners and companies with residential portfolios through exposure on more than 40 booking platforms, maximising income through carefully-managed occupancy levels and maximizing Average Daily Rates via its dynamic pricing tools.
UnderTheDoormat CEO, Merilee Karr, commented, “We are delighted to be selected for this five-year partnership with Cadogan. Without doubt, Cadogan is one of the most well respected and successful property companies in the UK and we look forward to working with them on this exciting and innovative project. With travellers seeking alternative accommodation options like home stays, which combine the high standards of a hotel with the space and facilities of a home, we see this partnership as an important step in ensuring we can continue to provide professionally managed accommodation in the post-COVID world to meet the increase in demand from customers wanting this sort of experience.
“The property itself is wonderful with the front apartments overlooking the beautiful Sloane Gardens and the rear apartments overlooking the impeccably kept private gardens. It’s retained its original character but having been completely renovated it’s now fitted out to meet the contemporary demands of modern travellers. Our team at UnderTheDoormat can’t wait to welcome our first guests to this fantastic property.”
Cadogan is a property manager, investor and developer with a 300 year history that informs its modern and dynamic approach to estate management, while remaining committed to the stewardship and long-term success of the area. The Estate’s 93 acres is a vibrant neighbourhood renowned for its unique mix of cultural attractions, stunning homes, international flagship stores, independent boutiques, enticing hotels, restaurants, cafes and bars, set against a backdrop of heritage, elegant streets and beautiful green spaces.
Hugh Seaborn, Chief Executive, Cadogan, said:
“We are delighted to be working in partnership with UnderTheDoormat, having selected them to operate this exciting boutique aparthotel at 3 Sloane Gardens. In the wake of the COVID-19 pandemic, we are confident that this addition will complement our existing hotel and residential offerings across the Estate at a time when there is an increased demand for flexibility, exceptional service and the comfort of an authentic, home from home in the heart of a characterful community.”