London’s The July signals a booming era for aparthotels in the capital

London is witnessing a rapid expansion of aparthotels, a hybrid that blends serviced apartments with boutique hotel comfort. Real estate firm Savills projects London will be Europe’s largest serviced-apartment market by 2025, with supply expected to rise about 21 percent. The July, the newest entrant in the capital, embodies the trend: a 144-room property in Victoria that pairs a polished, design-forward aesthetic with apartment-style practicality, including a full kitchen and on-site dining.

The July follows in the footsteps of sister properties in Amsterdam and marks a notable addition to Victoria, a district often associated with business blocks and transport hubs rather than nightlife. Yet its location is among its strengths: guests can reach Knightsbridge glamour or Soho’s buzzy scenes in well under 15 minutes, making it a convenient base for both work and leisure. The hotel’s concept is built on the idea that guests want entry into a space that feels curated yet not distant from everyday life.

Inside, the lobby sets a tone of light-filled calm with muted tones and Art Deco nods. Bold primary colors appear in lamps, artwork, and carpets, while a long wooden reception/table area doubles as coworking space. A mural by artist Eliza Downes arcs across the ceiling above the adjacent bar-restaurant, infusing the ground floor with a playful, Instagrammable atmosphere. The overall feel draws comparison to brands like Soho House and The Hoxton, balancing plant-life displays, plush velvet, and accessible hospitality without pretension.

The apartment component defines The July’s edge. The 144 spaces are designed to be modern and uncluttered, peppered with retro touches such as a yellow rotary phone and patterned lampshades that nod to a bygone era while staying unmistakably contemporary. Each unit includes a kitchen, with oak cabinetry and room for self-catering, a feature touted by the design team behind the project. The on-site kitchen setup is practical for guests who want to prepare meals or snacks, extending the appeal beyond a traditional hotel room.

The bathrooms continue the thoughtful design, featuring Edwardian-style basins on exposed metal stands and tiled walls inspired by nearby Page Street’s Lutyens-influenced palette, complemented by a chessboard render. Beds are described as exceptionally comfortable, a priority for both business travelers who value a good night’s rest and vacationers who want a more home-like stay. The apartment approach is reinforced by a compact gym that includes an electric sauna, offering a quick, low-key way to unwind after a day of meetings or exploring the city.

On the ground floor, The Idler restaurant anchors the property’s sense of place. Guests can begin with a cocktails program that includes playful twists, such as an Old Fashioned made with coconut rum, before moving to a short British-Mediterranean menu. Dishes highlighted by early reviews include a smokey, silk-textured Sicilian aubergine with green salsa and a lamb rump finished pink and served with a carrot-and-rocket pesto. The menu also pairs with a finish of peaches warmed and served with honeycomb ice cream and lemon balm. While the dining room adds a welcome sense of place, some visitors noted a quiet dining room on their visit and some staff uncertainty during the opening period, a common teething phase for new openings.

The July’s design and concept align with a broader trend toward refined, aspirational stays that still offer practical, apartment-style flexibility. Savills’ forecast for London’s serviced-apartment market underscores the momentum: a growing supply pipeline and demand from travelers who prefer more space, a kitchen, and a sense of “home away from home” without sacrificing the curated hotel experience. Investor interest and hotelier appetite for more July properties in Europe signal that the amped-up aparthotel category is far from a passing fad.

Travel facts: Rooms at The July start from 249. To book, visit thejuly.com.