Apex Hotels Group has formally rebranded as Apex Hospitality Group (AHG), reflecting a strategic evolution as the family-owned business expands across urban and rural hospitality markets.
Founded in 1996, AHG now operates three divisions: Apex Hotels, its contemporary city-centre brand; Monogram Collective, a curated portfolio of distinctive British hotels including Pine Trees in Pitlochry and Meldrum House in Aberdeenshire; and Hospitality Linen Services (HLS) which provides commercial laundry solutions to both in‑house and external clients.
As part of the restructure, Angela Vickers, who led Apex Hotels as CEO for over a decade, has been appointed Managing Director of Monogram Collective while continuing on the Group Board. Averil Wilson remains Managing Director for Apex Hotels and Hospitality Linen Services.
Board Chair Ian Springford said, “This is a natural next step for Apex. Each division now has operational clarity, and under Angela and Averil’s leadership, we’re confident in driving long-term growth and excellence in guest experience.”
