WITH tourism in Scotland booming – a 13 per cent increase in spend by overseas tourists this year – it’s crucial for new entrants into the market to differentiate themselves from the crowd, which is why an innovative new concept in the aparthotel sector is attracting interest.

Inspired by author Oscar Wilde, the new facility will be launched in Edinburgh’s King’s Stables Road with a central arts hub to showcase talent and encourage the local community, and tourists, to gather and enjoy the space, the art and the facilities on offer.

It’s a new concept, but very much one aimed at Millennials and the new “bleisure” (business and leisure combined) traveller. With competition so tight in Scotland, Barry Hickey knew this new venture had to be eye-catching and engaging.

Hickey, Staycity Aparthotels group development director, says there is a lot of competition in key cities in Scotland but the aparthotel concept is still in its infancy, so there is room for growth as more people discover the benefits of choosing an aparthotel over a hotel.

“What attracts guests to an aparthotel is the home-from-home feel, the fact they are less tied to hotel meal times and dress codes, the fact they can cook what they want when they want it, and the fact they can stay in an aparthotel with friends or family or even work colleagues,” says Hickey. “It’s a more relaxed approach, which fits with today’s travellers. The concept particularly appeals to Millennials and the new ‘bleisure’ traveller, combining work with pleasure, so our lounge spaces, for example, are great for relaxing, meeting friends, holding business meetings or for working in.”

But it’s as much the Wilde arts concept as the aparthotel facilities that will attract clientele.

The venue at King’s Stables Road has previously been used for an arts festival so the space and location lends itself to something contemporary, eye-catching and community based.

“The brand was inspired by Oscar Wilde so the space fits the concept. The development of the Wilde brand was very much based on something out of the ordinary with a design that is both unexpected and curious. This arts facility at King’s Stables Road, with exhibition space within this state-of-the-art development, seemed to dovetail with what Wilde is all about.

“This property will stand out amongst its peers and we have every confidence that it will become a key destination for the city.”

The art installation featuring local artists is designed to be a draw for guests and outside visitors alike, the exhibition space will house contemporary and challenging exhibits as well as works that represent the best of Edinburgh’s artistic community.

“Having a central hub where artwork can be showcased enables the local community to have somewhere to gather to enjoy the space, the art and the facilities on offer,” says Hickey. “For Wilde it’s fantastic to be able to attract members of the public into our property, and hopefully for it to become a destination in its own right.”