At a time when more hotels seek out brand affiliation, one hotel owner/operator is taking its five New York City properties independent. Apple Core Hotels is transforming a former Red Roof Inn into nyma, the new york manhattan hotel, which will undergo several million dollars in renovations to the property’s lobby and mezzanine areas. Designer Hyun Kim will oversee the project, which will include a large brightly-lit lobby lounge space, a complimentary business center, and eco-friendly design features such as sunstone reclaimed glass, recycled wood fiberboard, and LED light fixtures. In addition, a Paris Baguette outpost will be located directly off of the lobby area. The hotel will also offer a breakfast room and fitness center.
Apple Core recently de-flagged a former Super 8 and re-launched it as the Hotel @ Times Square. “The decision to de-franchise our properties has two-fold benefits for both our company and the consumer,” says Vijay Dandapani, president of Apple Core Hotels, in a statement. “Our independent properties are free of the rigid brand guidelines that must be followed when part of a chain, and it gives us more flexibility with rates, offerings, and amenities for the consumer. It also enables us to target discerning value-driven consumers who prefer to stay away from ‘cookie-cutter’ national brands.”
