Thirty years from a single Grassmarket hotel
Apex Hotels is marking 30 years since Norman Springford opened its first hotel in Edinburgh’s Grassmarket. The group has grown from that one property into a collection of hotels across the UK.
Apex describes itself as family-owned and independent. Its own pages date the business to 1996 and state that the approach set at the start remains in place.
The group unveiled a new brand identity as it marks the anniversary.
What the identity covers
Apex states that the identity brings its story, its people and the guest experience to life for its colleagues and for the 700,000 guests it says it welcomes each year.
The group puts its core purpose at the centre of its operational and business services: creating the places and moments that matter, through heartfelt hospitality.
Apex says the identity runs through its website, booking journey, app and on-property communications, so that the language, design and storytelling carry the same guest-facing values.
Averil Wilson, managing director at Apex Hotels, said: “Launching our new brand identity is a key moment for Apex Hotels, helping us underpin what we stand for, as a leading hospitality operator in the UK. This project, in partnership with our ongoing programme of investment in our buildings is a strategic commitment to the long-term strength of Apex Hotels.”
The October programme
The centrepiece is a £19.96 menu at Apex Grassmarket Hotel, priced on the year the company was founded. The hotel lists it as available from 1 to 31 October, with a classic main paired with a pint of Stewart’s Session IPA.
Apex has partnered with Edinburgh Gin on The Thirty Club, an anniversary cocktail served through October at the Apex Grassmarket and Apex Waterloo Place hotels. A donation from each cocktail sold supports Hospitality Action, which the group describes as the charity helping hospitality workers across the UK through financial assistance, wellbeing services, mental health support and crisis care.
Team members across all locations are taking part in a Pearls of Wisdom initiative, sharing personal advice and career learnings. Guests at Apex Grassmarket Hotel are invited to add their own through October, and the contributions form a shared collection.
On the programme, Averil Wilson said: “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.”
Chairman Ian Springford said: “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 our business partners. In an industry dominated by global chains, we are proud to have remained independent and family-owned, which we believe allows us to put genuine hospitality first.”
The Edinburgh Chamber of Commerce published the anniversary programme on 9 October 2026.