Apex Hotels have announced the acquisition of Pine Trees Hotel in Pitlochry – their first rural destination hotel as they look to diversify their portfolio

It’s a key addition for the family-owned hotel group and represents the first step in an ambitious expansion plan targeting popular UK destinations.

Pine Trees is a 4-star 32-bedroom classic Scottish country house hotel including a 6-bedroom coach house set within 10 acres of secluded gardens in the historic Perthshire town. Apex say that it that the strategic purchase plays an essential part in the growth of the business and is the first step towards the execution of future diversification plans.

Chief Executive Officer Angela Vickers said, “The acquisition of Pine Trees Hotel illustrates our commitment to delivering sustainable growth in the UK market and we look forward to welcoming our new team members into the Apex family. This move was the perfect fit in seeking to diversify the Apex Hotels brand in more rural locations to provide our guests with greater choice alongside existing city centre locations.

“Our vision for the group puts our guests and their guest experience at the heart of our thinking. The recent sale of Apex London Wall Hotel will help fund future growth plans, enabling our expansion whilst continuing to invest in our existing portfolio and the development of our people.

“Our recent award-winning brand refresh and visual identity ‘Find Yourself Here’ better tells the story of Apex Hotels, making us more relevant and attractive to consumers and future hospitality talent around the world.”

The deal was brokered by Brian Sheldon at Christie & Co.