Thirty years ago, Norman Springford opened the first Apex Hotel in Edinburgh's Grassmarket with a vision to create hotels where genuine hospitality, warm welcomes and memorable experiences came first. What began as a single hotel has grown into one of the UK's leading independent hotel groups.
This year Apex Hotels is celebrating three decades of hospitality while embracing an exciting new chapter following its brand refresh in summer 2026.
A new look, the same values
The rebrand, unveiled earlier this year, introduced a refreshed visual identity designed to better reflect Apex Hotels as it is today: a collection of distinctive hotels where meaningful connections, memorable stays and heartfelt hospitality come together.
While the look and feel of the brand has evolved, the values that have guided the business since 1996 remain unchanged.
As part of its 30th anniversary celebrations, Apex Hotels is launching a series of activities throughout October that recognise the people, stories and experiences that have shaped the business over the past three decades.
A £19.96 anniversary menu where it all began
At the heart of the celebrations is a special £19.96 anniversary menu at Apex Grassmarket Hotel. Inspired by the year the company was founded, the limited-time menu invites guests to enjoy selected dishes with a pint of Stewart's Session IPA at a nostalgic price point throughout October, celebrating the origin of the Apex story in the very place it began.
The Thirty Club with Edinburgh Gin
Apex Hotels has also partnered with Edinburgh Gin to create The Thirty Club, an exclusive anniversary cocktail available throughout October at the Apex Grassmarket and Apex Waterloo Place hotels.
In keeping with the spirit of giving back, a donation from every Thirty Club cocktail sold will support Hospitality Action, the charity that helps hospitality workers across the UK through financial assistance, wellbeing services, mental health support and crisis care. The partnership reflects Apex Hotels' commitment to supporting the people who make the hospitality industry such a special place to work and visit.
Pearls of Wisdom
The anniversary programme also shines a spotlight on the people behind the business. Team members across all locations are taking part in a Pearls of Wisdom initiative, sharing personal advice, career learnings and words of encouragement that have shaped their journeys.
The campaign celebrates the experience and individuality of colleagues across the organisation while creating a lasting collection of insights from the people who bring the Apex Hotels experience to life every day.
Guests will also have the opportunity to participate. Throughout October, visitors to Apex Grassmarket Hotel will be invited to share their own Pearl of Wisdom when it comes to travel. Whether it's a favourite travel tip, a lesson learned on an unforgettable journey or advice for fellow explorers, guests' contributions will help create a shared collection of travel wisdom as part of the 30th anniversary celebrations.
In their words
“Thirty years is a significant milestone and one that belongs to everyone who has been part of our journey. These celebrations are about more than looking back at our history. They're about recognising our people, our guests and our communities, while sharing the experiences and wisdom that connect us all. We're proud of what we've achieved over the last three decades and excited about what comes next.”
Averil Wilson
Managing Director, Apex Hotels
“The business established by my family 30 years ago in the Grassmarket in Edinburgh has been hugely successful thanks to my father's vision, and the ongoing support from all the Springford family, our team members and business partners. In an industry dominated by global chains, we are proud to have remained independent and family-owned, which we believe lets us put genuine hospitality first.”
Ian Springford
Chairman, Apex Hotels
From a single hotel in Edinburgh's Grassmarket to a collection of hotels across the UK, Apex Hotels remains proudly family-owned and committed to the principles on which it was founded: putting people first, creating meaningful connections and delivering hospitality with heart.