WORDS Gina Dionisio PHOTOS Supplied
The Latitude Aparthotel’s smart accommodation offering – a hybrid hotel, with rooftop restaurant and generous views of the Atlantic Seaboard – feels like ‘home away from home’.
The concept of the hybrid hotel has been a growing international accommodation trend for some time now. The surge in popularity of Airbnb over the last few years (and now COVID) has forced hotels to pivot and reinvent themselves in order to attract travellers… and it seems to be working. In the UK, the The Lock Group has just crossed the pond and opened two hybrid hotels in Munich, the Hoxton has just expanded to Rome, and now we’re starting to see a surge of “aparthotels” popping-up closer to home.
Essentially, this ‘mash-up’ of accommodation combines the practicality of a rental apartment with high-end luxury of a hotel, and the Latitude Aparthotel, located in Cape Town’s Sea Point, is one of these hybrids leading the way locally. “In assessing opportunities in the hospitality industry we realised that aparthotels were the fastest growing category globally and we were confident that the Atlantic Seaboard offered a great location for us to start our journey,” explains Latitude’s MD, Lesego Majatladi. The multi-level accommodation offers serviced single, two and three-bedroom apartments and with access to shared social areas – including a rooftop café-restaurant, pool and deck with panoramic views, as well as co-working spaces.
With its convenient location, the Latitude is indeed hot property with an increasing number of savvy solo travellers, groups on a weekend break and those on business trips booking stays. In fact, some have even chosen the aparthotel as their permanent residence. “Our longest stay was a guest who stayed with us for 18 months – he checked-in last year in February and only left in August,” says Lesego. I for one can totally see why you wouldn’t want to leave – you’ve got the best restaurants on your doorstep, a gorgeous sea view and accommodation that is hassle-free and feels like ‘home’.
The ‘homely’ appeal is down to the friendly staff and the fact that the lively environment is anything but sterile. There’s no boring beige: inspired by the surrounding flora and fauna, there are splashes of mustard, deep greens, pinks and blues which run through each curated apartment.
Celebrating all things local is definitely at the heart of the Latitude. You’ll find artworks by renowned South African artists like Alexia Vogel, Lizette Chirrime, Mareli Esterhuizen and more hanging on the walls. “Our art collection was curated, in collaboration with Latitude’s team, by Monique du Preez from Salon Ninety One,” says Lesego. “We really wanted the artworks to complement the interior design of the apartments, which draws inspiration from the Atlantic Seaboard’s natural surroundings.”
The attention to detail is evident in each room – furnishings and fittings have been custom-made and meticulously sourced from local craftsmen, the kitchenettes are fully equipped with state-of-the-art appliances so you can stay in and cook, and the living area is perfect for putting your feet up or catching up on work (there is high-speed, uncapped WiFi throughout the Latitude). As a result, the apartments feel inviting, cozy and chic.
Local flavour is championed in the Latitude’s rooftop café, too. Delicious, locally-sourced ingredients are front-and-centre on the menu. “We pride ourselves on using the freshest, high-quality products that celebrates local cuisine. Our braai-board, bobotie and snoek pate’ are some of our most popular dishes. Equally our guests are health-conscious and it’s important that our menu caters to their needs,” explains Lesego.
Besides the food, the rooftop is the perfect spot to while away the hours on a sun lounger… and that’s exactly where I plan to spend my summer.
For more information, visit staylatitude.co.za