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From room2 to Second Nature

From July 2026, room2 is Second Nature. Same buildings. Same people. Same way of operating. A name that finally says what the place has always been.

Second Nature Southampton at dusk, with the Second Nature sign over the entrance
Illuminated Second Nature sign at the entrance of Second Nature Belfast, opened 2023

Why we made the move

room2 started with an honest instinct: most hotel rooms are built around a single overnight stay, and most people need more than that. More space, a kitchen, somewhere to actually be.

The name said nothing about what made it different: the stocked kitchen, net zero operations, the front desk open through the night, and a B Corp standard that runs the business rather than its marketing. All of that was already there. The name just couldn't hold it.

Second Nature reflects a philosophy that has long shaped how we operate: people, places and planet, and now progress and purpose, with our teams, spaces and operations brought together under one clearer identity.

"When something is second nature, you have done it long enough that it costs you nothing. The effort is still there. You have just absorbed it."

From What the name is doing

The journey so far

  1. 2014The room2 brand is born, aimed at the extended stay market.
  2. 2016room2 Hammersmith opens, with 16 units.
  3. 2018The hometel concept is developed, and room2 Southampton opens.
  4. 2021The 86-key room2 Chiswick opens, built by Lamington Developments.
  5. 2023room2 Belfast opens, with 175 rooms across nine floors.
  6. 2025Belfast becomes the first hotel in the UK, and the fourth in the world, to achieve WELL Platinum.
  7. July 2026room2 becomes Second Nature.

What stays the same

The new name doesn't announce an arrival. It describes what was already true.

  • The buildings
    Chiswick, Southampton and Belfast: the rooms are the same rooms.
  • Winnie's
    Still the food and drinks at The Bar.
  • The front desk
    Open 24 hours.
  • The Five Cares
    The framework behind every decision, from how energy is sourced to how the team is paid.