- Sustainability-led operator Beyond accelerates expansion with three new central London sites and growing UK pipeline.
- Vengrove-backed Beyond Apartments & Aparthotels grows central London portfolio and advances pipeline across the UK
Beyond, the specialist sustainable serviced apartment & aparthotel operator, has announced its expansion across three new London sites.
The London-based company, backed by real estate investment manager Vengrove, a major European investor in industrial, logistics, and residential real estate, is seeking to further expand by working with private landlords and family offices.
The new sites mark a significant step in Beyond’s growth strategy, which combines a strong West End and central London base with a deliberately selective national pipeline. A further property in Harrogate will become operational later this year, extending the brand’s reach beyond the capital for the first time.
A platform built for institutional-grade assets
Beyond was founded by James Fry, previously founder of Base Aparthotels in Switzerland and recognised as one of Europe’s most sustainably operated aparthotel brands. Beyond has been built from the outset as a management platform capable of operating at scale on behalf of building owners and institutional landlords seeking a specialist operator with a credible sustainability proposition.
Beyond operates under Hotel Management Agreements (HMA) as well as direct leases with institutions and family offices, giving property owners flexibility in how they deploy the brand across their assets. With corporate lets including senior executives from Meta, Netflix, and Google already booking through its London properties, the platform offers asset owners a proven demand base alongside an operationally efficient management model.
Sustainability at the core
The brand operates with zero synthetic chemicals, across both materials and cleaning, all whilst targeting zero waste to landfill and using circular, low-carbon materials. Fry’s passion in operating healthily is applied at every level of the business, woth volatile organic compound (VOC)-free paints used in every room, toxic fire-retardant materials avoided in furniture, and using natural cleaning products used to clean and wash linen across their portfolio. Beds and mattresses are made from natural materials in Devon by NaturalMat, while duvets and pillows are produced in the UK from wool by Flok. The end goal is to help guests achieve the best night’s sleep through a Sustainable Wellness approach to design and fit-out, while reducing carbon, water, and waste impacts.
James Fry, founder of Beyond, said: “We built Beyond to answer a question that the hospitality sector has been slow to address: how do you create a genuinely sustainable and healthy guest experience that also makes commercial sense for operators and owners? The answer will not be found in corporate jargon or a piece of paper stuck to the wall, but in offering accommodation solutions that resonate with the growing cohort of guests who share these values.”
Growing corporate demand
The brand is well-positioned to benefit from two structural tailwinds. Firstly, Booking.com research suggests that 71% of both leisure and corporate guests actively seek accommodation aligned with their values and are willing to pay a premium for it. Secondly, publicly listed companies are now required to disclose Scope III emissions, which include those generated indirectly through business travel. This creates a measurable commercial incentive for corporates to book accommodation with credible sustainability credentials.
As founder James Fry added: “Wellbeing is not going anywhere, despite some of the corporate reversals we have seen around DE&I. In aparthotels, particularly with corporate relocations from fast-growing tech and biotech companies with younger workforces, we can offer an alternative to the standard with healthy, highly sustainable buildings for teams to stay and live in.”
Vengrove via Lauder Teacher
