LONDON — UK hospitality developer and operator Lamington Group has launched a new hospitality brand, Second Nature, marking a strategic rebranding as the company prepares for a significant expansion of its long-stay hotel portfolio across the United Kingdom.
The new identity will replace the group’s existing Room2 branding across its operating properties in Chiswick, Southampton, and Belfast, while serving as the platform for future developments. The move reflects a broader corporate strategy that aligns brand positioning with Lamington’s long-term focus on environmentally responsible hospitality and sustainable real estate development.
The rebranding comes as Lamington enters its next phase of growth. The company currently operates more than 330 rooms, while its secured development pipeline will add approximately 2,200 additional keys. Over the medium term, the group aims to expand its portfolio to around 5,000 rooms, positioning itself as one of the UK’s leading operators in the growing long-stay hospitality segment.
Chief Executive Robert Godwin said the evolution represents more than a change of name, describing it as a reflection of how the business has matured over the past decade.
When the company introduced the Room2 concept, the objective was to redefine the guest experience by combining the flexibility of serviced apartments with the amenities and service standards of hotels. That concept ultimately led to the creation of the “Hometel” model, a hybrid accommodation format that has since become central to Lamington’s operating strategy.
According to Godwin, the new Second Nature identity better represents the company’s current philosophy and long-term ambitions as hospitality increasingly incorporates sustainability, wellbeing and operational innovation into core business strategy rather than treating them as separate initiatives.
The company’s development pipeline highlights the pace of planned expansion.
A new property in York is scheduled to open in May 2027, while additional projects are progressing in Shepherd’s Bush, West London, and Manchester. Together, these developments will strengthen Lamington’s presence across several of the UK’s major regional hospitality markets.
Earlier this year, the company secured £46 million in forward funding to support construction of a 200-room hotel in Leeds, providing another significant milestone in its national growth strategy.
The Leeds development is backed by Aberdeen Investments, with Helios Real Estate and Marrico LLP acting as joint venture development partners. Located within the wider Lisbon Street regeneration scheme, the property is expected to open in spring 2028 under the group’s new Second Nature brand.
Lamington is also advancing redevelopment plans in Cambridge, where the company has secured a 250-year lease on the former county council offices. The historic property will be transformed into a new long-stay hotel as part of the group’s strategy to repurpose existing buildings through sustainable adaptive reuse.
Environmental performance remains a central component of Lamington’s business model.
Rather than treating sustainability as a standalone initiative, the company has integrated environmental objectives into every stage of development, design and operations. Its strategy focuses on achieving net-zero operations, promoting circular economy principles, and enhancing guest health and wellbeing through building design and operational practices.
To support continuous innovation, Lamington operates dedicated innovation rooms within its Chiswick and Belfast properties, where new construction materials, technologies and operational processes are tested before being introduced across the wider portfolio. The approach enables the company to evaluate performance, guest experience and environmental outcomes in real operating environments before wider deployment.
The launch of Second Nature reflects a broader trend across the hospitality sector, where operators are increasingly repositioning brands around sustainability, flexible accommodation and lifestyle-driven experiences as travellers seek longer stays and environmentally conscious lodging options.
While Second Nature will become the group’s flagship hospitality brand, Lamington confirmed it will continue operating its broader portfolio of businesses, including Mission Works, Winnie’s, Lamington Developments, Lamington Serviced Apartments, and Lamington Lettings.
As the UK hospitality market continues to evolve, Lamington’s rebranding and development pipeline underscore growing investor confidence in long-stay accommodation and mixed-use urban regeneration, with sustainability positioned as a core commercial differentiator rather than a marketing initiative.