New brand marks Salboy’s entry into hospitality market to cater to rising demand
Manchester, 24 April 2026 – A boutique aparthotel brand has launched into the UK hospitality market, to meet rising demand for holiday experiences that combine the independence and privacy of an apartment with the ease of a hotel.
The Hidden brand is launched by Salboy, the nationwide property development and finance group. Hidden St Ives, the brand’s first destination, is located in the heart of the famous Cornish coastal town and will open the doors to its first guests in mid-May.
Simon Ismail, CEO of Salboy: ‘As a developer of thousands of UK homes and serviced apartments, as well as a partner to global luxury hospitality brands, it’s become our not-so-hidden ambition to venture into high-end hospitality in our own right. There’s high demand from discerning travellers for boutique, design-led holiday rentals in many of the UK’s most attractive, tranquil and historic locations, but many of the holiday let options on the market simply don’t reach their expectations.
‘Every Hidden aparthotel is designed to cater to people looking for more than just a place to stay. Hidden goes further to help visitors step out of the fast lane, slow down and tune into the stunning natural environment around them. We’re hand-picking and painstakingly designing every Hidden destination to provide quiet, restful, unplugged stays, while also enabling guests to appreciate the sort of high quality concierge, housekeeping and chauffeur services they’d expect from a large luxury hotel brand.’
St Ives is the first in a number of Hidden projects in development in popular tourist destinations throughout the UK, including London and Manchester. All Hidden aparthotels are developed by Salboy in partnership with local contractors, and will be managed by established hospitality operators with decades’ of local experience.
Surrounded by fields, rugged headland and coastal walks including the famous coastal path, Hidden St Ives has been developed on the site of a former hillside hotel a ten minute walk from the centre of the famous Cornish town. Hidden St Ives offers 18 two-bedroom apartments, each of which is built to its own bespoke interior design plan, creating a distinct sense of individuality between them all. 16 apartments are equipped with private terraces with coastal views and over half have outdoor hot tubs. Guests also benefit from an elevated level of service from the on-site management team. A 24-hour concierge will meet guests upon arrival; housekeeping services are operated at hotel-level frequency; and a local chauffeur service is available for journeys to the town’s restaurants, beaches, galleries and shops.
Miz Herrara, Director of Operations at Salboy, is responsible for growing the Hidden portfolio throughout the UK. Miz Herrera: ‘It’s a huge honour to bring the high standards of quality and delivery that Salboy has become known for in the development and longer-term lettings space to this high-growth, sought-after market. We’re hugely excited about welcoming our first guests to Hidden St Ives this spring, and unlocking more hidden pockets of the UK for guests to enjoy over the next few years.’
The creation of Hidden within the wider Salboy Group follows the launch of Salboy Construction earlier in 2026 and the Salboy Property Development Roadshow programme in March. The Salboy Group now counts more than six active property and construction brands under its wider umbrella. Simon Ismail: ‘After more than 12 years developing, financing and building in the UK property market, the expectations we have of ourselves, our schemes, our services and our partners are as high as ever. At Salboy, we are constantly pushing ourselves to think differently about the way this industry needs to evolve to bring the highest levels of service and end-product to clients. The aparthotel market underserves discerning high-end travellers and we are bringing a Salboy solution to that problem.’
