One of the UK’s leading property advisory and investment figures Naomi Heaton, who is a regular pundit on TV and radio, has launched a property business that ‘blurs the lines’ between hotel, serviced accommodation and traditional renting.

Called The Other House, it is a joint venture between her London property investment advisory business LCP and dutch pension giant APG.

Heaton claims the business, which is to open its first sites in South Kensington and Covent Garden in central London, is unique and also a reaction to the growing desire among those working in or visiting London for something that’s less impersonal that a hotel but as luxurious.

“Offering an entirely new type of accommodation – Residents’ Clubs – it will provide a ‘second home’ for guests – their other house – for as long as they are in town,” she tells The Neg.

“With The Other House, we wanted to create a five-star feel whilst being offered at a competitive mid-range price point.

“Our objective has been to provide our guests with something which is stylish, aspirational, and exciting but affordable.”

One other innovative aspect of the offer is that the longer guests stay, the less the renting costs.

“The Other House will provide a unique environment for business and leisure travellers seeking flexibility, style, and experiences to remember.”

“Our aim is to create a second home for our residents for as long as they are in town – to be their ‘other house’ – appealing to those looking to live and feel like a local, rather than a tourist.

“Our Other House app will enable guests to be in control of their entire stay and experience, and tailor their stay their way from booking, checking in, room entry and controls to room cleaning, laundry, restaurant and bar bookings.”

Read more about accommodation innovation.