The 21-bedroom, grade-II listed Georgian property in Sydney Street that already sits within owner Andrew Brownsword’s hotel collection, will become the flagship Baby Abode when it is launched next month (May).
The brand will offer business travellers and private guests a luxurious ‘home from home’ retreat, with a personalised breakfast and limited room service offering. Abode intends to roll out up to four Baby Abodes in London and Edinburgh over the next few years alongside the openings of the ‘grown up’ Abodes in Chester in February 2010, and Salisbury in 2011.
Nick Halliday, managing director of Abode Hotels, told BigHospitality that the decision to launch a downscaled version of Abode made ‘commercial sense’ for the company.
“We felt for some time that a collection of bedrooms with up to 40 rooms and nothing more complicated than a breakfasting area in terms of food and beverage would be quite profitable," he said. "We knew that Sydney House would work as a Baby Abode as it’s been trading for seven years already, so we’re now looking at opportunities to take the brand forward.
“There are a lot of development opportunities for townhouses that sit in quieter locations outside of the city centres. They don’t really have the footfall for the food and beverage proposition that we have within Abode, but would suit something like Baby Abode.”
The brand’s breakfast menu will not be designed by Abode’s executive chef Michael Caines, but will be a personalised collection of the group’s existing offering. The rooms at Baby Abode will also remain in keeping with the group’s existing style, and will be available in four categories, including Comfortable, Desirable, Enviable and Fabulous.
While Abode concentrates on the launch of Baby Abode at Sydney House, and the ‘grown-up’ Abodes in Chester and Salisbury, the group will continue to seek a suitable location for a major hotel in the capital.