In hospitality, a name change can often signal a new direction. For Second Nature, formerly known as room2, it represents something different: an evolution of an idea that has been growing more than a decade.
As one of the UK’s original hometel brands and a valued member of HotelREZ portfolio, room2 built its reputation by challenging the traditional boundaries between hotels and serviced apartments. Long before “bleisure” travel, flexible stays and extended-stay accommodation became industry buzzwords, the brand was creating spaces that allowed guests to live, work and relax in a way that felt natural.
Today, that same thinking sits at the heart of its new identity.
A Name That Reflects a Bigger Purpose
For many guests, the room2 name became synonymous with spacious studios, fully equipped kitchens, comfortable living spaces and the freedom to stay on their own terms. Those fundamentals are not changing.
What has changed is the way the brand chooses to tell its story.
The move to Second Nature reflects a philosophy that has always existed behind the scenes, one built around making people feel at home, caring for communities, and embedding sustainability into every stage of the guest journey. Rathan than creating a new brand, the team has given a name to the values that have guided the business from the beginning.
It is a natural progression for a company that has consistently looked beyond traditional hospitality models and asked how accommodation can better serve the way people travel today.
Robert Godwin, CEO of Lamington Group, commented: “When we launched room2, we weren’t trying to build a brand. We were trying to prove there was a better way to stay. We believed people shouldn’t have to choose between an apartment and a hotel, so we created the Hometel and spent the next decade building, operating and refining it ourselves.
“Over that time, our understanding of what great hospitality can be has evolved enormously. The room2 name belonged to the business we started. Second Nature reflects the business we’ve become.”
Lamington Group currently operates more than 330 keys, with a confirmed development pipeline of approximately 2,200 keys and a long-term ambition to build a 5,000-key pipeline.
Leading the Hometel Movement
When room2 first launched, the concept of a hometel was relatively unknown. The idea was simple but powerful: combine the best elements of a hotel with the comfort and flexibility of home.
The result was a product that appealed to a growing audience of travellers looking for more than a standard hotel room. Guests wanted space to cook, work, exercise and settle into a destination, whether they were staying for one night or several weeks.
As guest expectations continue to evolve, the hometel concept feels more relevant than ever. Business and leisure travel increasingly overlap, remote working remains part of everyday life for many professionals, and travellers are placing greater value on authentic, comfortable experiences.
Second Nature is well positioned to meet those demands because its model was built around them long before they became mainstream.
Sustainability as Standard
Perhaps one of the most significant aspects of the rebrand is how it reinforces the group’s long-standing commitment to sustainability.
Across the hospitality sector, sustainability is no longer a nice-to-have. Guests, corporate buyers and investors are all placing greater scrutiny on environmental performance and responsible business practices.
For Second Nature, sustainability is not a separate initiative; it is woven into the way the business operates. From low-carbon building design and energy-efficient operations to responsible sourcing and community engagement, the brand continues to demonstrate how environmental responsibility can sit alongside commercial success.
The new identity provides a stronger platform for communicating that commitment and highlights how sustainability has become an integral part of the guest experience rather than simply an operational consideration.
Looking Ahead
The transition from room2 to Second Nature arrives at an exciting time for the brand and for the wider extended-stay sector.
As the business continues to grow its portfolio and bring new properties to market, the rebrand creates a clearer expression of what guests can expect: thoughtful hospitality, flexible living and a genuine commitment to doing things differently.
For HotelREZ, it is always encouraging to see member hotels and brands continue to innovate while staying true to their core values. The move to Second Nature is not about leaving room2 behind; it is about building on everything that made the brand successful and creating a platform for the future.
As guest expectations continue to evolve, brands that combine purpose, innovation and authenticity will be the ones that stand out. Second Nature’s new identity is a reflection of exactly that.