Bath’s newly opened Apex Hotel is a game-changer for the city, allowing it to compete seriously in the conference market for the first time, according to Visit Bath chief executive David James.
Speaking at the hotel’s official opening this week, he said its purpose-built conference facilities, which have capacity for 400 delegates, meant Bath could now be “repositioned” as a conference city rather than just as a magnet for tourists.
The Apex Hotel’s conference facilities are the only largescale meeting and exhibition spaces in the city centre. They have already attracted bookings for events and conferences into next year – helping fill not only the 177 rooms at the hotel on James Street West, but also boosting occupancy rates at other hotels in the city.
Mr James told the business figures gathered for the Apex’s official opening night that while Bath’s tourist sector was vital to the city – bigger than Bristol’s and Manchester’s combined – it had always lacked large, central meeting spaces, which prevented it from competing in the conference market.
“This is, without a shadow of a doubt, a game-changer for this city,” he said. “This allows us to reposition the city as a place to come for conferences, events and exhibitions. Apex is helping us steer the way our business tourism offer will go in the future.”
Official figures show that the UK conference and meetings market last year was worth an estimated £19.2bn.
Bath & North East Somerset Council leader Tim Warren also praised Apex for choosing the city for its first opening in England outside of London and welcomed its use of local suppliers.
The £50m hotel has taken the privately-owned Apex group’s portfolio to 10 hotels across the UK. It also includes a restaurant headed by award-winning chef Ben Abercrombie as well as a bar, gym and pool.
Hotel general manager Tim O’Sullivan said Apex had seen a gap in the market in Bath for a city-centre hotel with conference facilities.
“We’ve been blown away by the reception we have received in Bath,” he said. “We don’t just want to be a hotel, we aim to be a central part of the business community in this city.
“We’re offering something that’s not been available here before, something that will benefit the economy of Bath.”
Pictured at the official opening of the Apex City of Bath Hotel, from left: Bath Tourism chief executive David James, hotel general manager Tim O’Sullivan and Bath & North East Somerset Council leader Tim Warren
