A new aparthotel development in Salford city centre has taken a step forward after European operator Bob W agreed a lease to run the scheme, with doors expected to open in summer 2027.

The Finland-founded company will operate an 83-suite development on Bloom Street, next to the well-known Kings Arms. The six-storey building is being delivered on land currently used as a car park, with early enabling works now underway.

The site is owned by a vehicle connected to Drum Developments North West, which secured reserved matters approval for the project in 2022. The agreement with Bob W confirms the operator for the scheme, marking a key milestone in bringing the development forward.

Bob W currently operates more than 100 aparthotels across 19 cities in Europe. The Salford project will be its 13th UK location—but notably its first outside London—as the company continues to expand its footprint.

Philip Grace, chief development officer at Bob W, said Manchester’s growth was a major factor behind the move.

“Manchester is one of the UK’s most dynamic and fast-growing cities, with strong demand from both business and leisure travellers,” he said. “Securing a prime city centre site for a ground-up development is an exciting milestone for us as we continue to scale our presence across Europe and the UK.”

He added that the scheme highlights the company’s ability to deliver both refurbishments and new-build projects: “We look forward to working closely with our partners to create a property that meets the expectations of modern travellers.”

Bob W describes itself as a “tech- and AI-powered hospitality operator”, positioning its offering between traditional hotels and short-term rentals.

The scheme has been designed by DAY Architectural, with planning advice provided by Paul Butler Associates.

Once complete, the development is expected to add to the growing mix of hospitality options in Salford’s city centre, reflecting continued investment and confidence in the area’s visitor economy.