After a decade welcoming guests, room2 is becoming Second Nature, unveiling a new name and identity that better reflects the business it has grown into.
From 7 July, the brand’s locations in Chiswick, Southampton and Belfast will transition to Second Nature, with new signage, uniforms, in-room details and digital channels adopting the new identity. Future openings, including York in May 2027, followed by Cambridge, Leeds and
Shepherds Bush will also launch under the Second Nature brand.
The rebrand reflects the evolution of the business rather than a change to the guest experience. When room2 launched in 2016, it introduced the Hometel, combining the comfort and flexibility of apartment living with the atmosphere and service of a hotel. Over the past decade, the brand
has continually refined that proposition as the way people live, work and travel has changed.
The name room2 no longer reflected everything the business had become or the broader philosophy that now sits behind it. Second Nature does.
Robert Godwin, CEO, said “When we launched room2, we wanted to create a different way to stay. Over the last decade we’ve continually refined that experience, but our understanding of what great hospitality can be has evolved too.
The name room2 no longer reflected everything the business stands for today. Second Nature better captures our belief that great hospitality should feel effortless for guests whilst caring more deeply for people, places and the planet.”
Second Nature is built around a simple belief that great hospitality should make life easier. That means creating places where guests can settle in quickly, sleep well and stay on their own terms, whilst knowing every aspect of their experience has been thoughtfully considered.
As Second Nature enters its next chapter, the brand will continue to expand across the UK, bringing its distinctive Hometel concept to more cities whilst continuing to evolve the guest experience that has shaped it over the past decade.
