Firmdale Appoints New Vice President of Operations Across Its US Hotels

Firmdale Hotels, the renowned boutique hotel group with properties in New York and London, has announced the promotion of Kathrin Apitz to Vice President of Operations. In this new role, Apitz will oversee operations at three prominent New York City locations- Crosby Street Hotel, The Whitby Hotel, and the recently opened Warren Street Hotel.

Having spent 15 years with Firmdale, Apitz has made significant contributions to the growth and success of the brand, particularly in the United States. She now takes on a more strategic role in shaping the operations and guest experience at these key properties, which play a central role in Firmdale’s North American portfolio.

A Career Built on Excellence

Apitz’s career at Firmdale has been marked by her dedication and commitment to the brand’s values. She previously served as General Manager of The Whitby Hotel for over eight years, where she helped define the hotel’s high standards of service and guest satisfaction. Her deep connection to the hotel and the Firmdale ethos makes her an ideal choice for overseeing operations in New York.

Reflecting on her promotion, Apitz shared that the most rewarding aspect of her career at Firmdale had been contributing to the company’s growth in New York. She mentioned that The Whitby held a special place in her heart and emphasized the value she placed on the people she had worked with, including both the team and the guests. As Vice President, she expressed her excitement about continuing the work and enhancing operations across the city, with a focus on ensuring every guest experience remained memorable and exceptional.

Firmdale’s Strong Performance in 2024/25

Apitz’s promotion comes on the heels of Firmdale Hotels’ strong performance for the 2024/25 financial year. The group recorded impressive revenues, driven by rising international visitation and robust occupancy rates. According to financial reports filed on July 22, Firmdale’s eight London properties generated £125 million ($170 million) in total revenue, representing a 3.9% increase from the previous year.

While the average room rate across Firmdale’s London hotels saw a slight decline of 2.5%, the group focused on maintaining high occupancy as a core growth strategy. The combined occupancy rate for these properties reached 79.6%, reflecting a 4.6% year-on-year increase.

Expanding the Firmdale Brand

Firmdale Hotels, founded by hoteliers Tim and Kit Kemp, has long been recognized for its dedication to providing exceptional guest experiences and maintaining a distinctive brand identity. The promotion of Apitz reflects Firmdale’s commitment to maintaining strong leadership as it expands.

The group’s New York properties, including Crosby Street Hotel, The Whitby Hotel and Warren Street Hotel, are pivotal to Firmdale’s ongoing expansion in North America. With Apitz now overseeing operations, Firmdale is well-positioned to continue its success in one of the most competitive hotel markets in the world, especially as demand for boutique luxury experiences grows.

A Look Ahead – Continued Growth and Focus on Quality

As Firmdale looks ahead, Apitz’s leadership will be crucial in driving the brand’s continued growth. With a focus on delivering unforgettable guest experiences and strengthening its operational excellence, Firmdale is poised to maintain its reputation as a leader in the luxury boutique hotel sector.

With Apitz leading the charge in New York, the group’s commitment to quality and guest satisfaction is expected to remain a central pillar of its operations, further solidifying Firmdale’s position as one of the most prestigious hotel brands in both New York and London. This strategic appointment reflects Firmdale’s dedication to upholding its high standards and staying at the forefront of the boutique hotel industry.

The post Firmdale Appoints New Vice President of Operations Across Its US Hotels appeared first on Travel And Tour World.