Salboy launches Hidden aparthotel brand in Cornwall as developer achieves ‘not so hidden’ ambition to move into hospitality

St Ives scheme will be the first of several launches by developer behind Manchester’s tallest tower scheme

Developer Salboy has moved into the hospitality market with the launch of its own boutique aparthotel brand.

The group co-founded by betting entrepreneur Fred Done will open its first Hidden location in May in St Ives, Cornwall – and plans to open another site soon in its Greater Manchester heartland as it begins its national rollout.

Salboy is best-known for its Manchester high-rise schemes, including Viadux off Deansgate and the upcoming Nobu Manchester, set to be the tallest British tower outside London. That 76-storey tower will include a restaurant by Nobu, the restaurant group backed by Hollywood legend Robert De Niro.

Salboy bosses have now developed their own Hidden hospitality offer, focusing on aparthotel developments they say “combine the independence and privacy of an apartment with the ease of a hotel”. Each scheme will be developed by Salboy in partnership with local contractors, and the group says there are “a number of Hidden projects in development in popular tourist destinations throughout the UK”.

Hidden St Ives will welcome its first guests in mid-May. That project, developed on the site of a former hillside hotel 10 minutes walk from the centre of the famous seaside town, will include 18 two-bedroom apartments.

Simon Ismail, CEO of Salboy, said: “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.’

Salboy’s operations director Miz Herrara, who will lead the growth of Hidden in the UK, said: “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 Hidden launch follows the unveiling of Salboy Construction in 2026 and the start of the Salboy Property Development Roadshow programme in March.

Mr Ismail said: ‘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.”