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On 7 July 2026 our hometels in Chiswick, Southampton and Belfast changed their name from room2 to Second Nature, with new signage, uniforms, in-room details and digital channels. York, opening in May 2027, and our developments in Cambridge, Leeds and Shepherd's Bush will all open as Second Nature.
The hometel itself is unchanged. The new name reflects how far the experience has come since the first hometel opened in 2016.
"The room2 name belonged to the business we started. Second Nature reflects the business we've become," said Robert Godwin, CEO of Lamington Group.
The group operates more than 330 keys today, with a confirmed pipeline of around 2,200 keys and a long-term ambition for a 5,000-key pipeline. The launch was covered across the trade and regional press.