Apex Hotels Limited has formally rebranded as Apex Hospitality Group (AHG), signaling 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.”