Can I Buy a Quest Apartment Hotels Franchise in the UK?

By UKFO Editorial · 28 September 2026

Quest Apartment Hotels is a prominent name in serviced apartment accommodation, offering flexible lodging solutions for business and leisure travelers. Many entrepreneurs are curious if this successful franchise model is available for investment in the United Kingdom.

Quest Apartment Hotels and the UK Aparthotel Boom

The UK accommodation market is undergoing a significant transformation. For years, the choice for travellers was largely binary: a traditional hotel or a self-catering cottage. Today, a new contender is reshaping the landscape: the aparthotel, or serviced apartment. Offering the space, privacy, and amenities of an apartment combined with the service and security of a hotel, this hybrid model is booming, particularly in the corporate travel sector.

Standing at the forefront of this global trend is Quest Apartment Hotels. An Australasian powerhouse with over 170 properties, Quest has spent more than three decades perfecting its business-format franchise model. With a recent, and highly publicised, entry into the United Kingdom, the question on the lips of many ambitious entrepreneurs is a simple one: can I buy a Quest Apartment Hotels franchise in the UK?

The answer is an exciting one for those with the right capital and ambition. This article explores the Quest franchise opportunity, its relevance to the UK market, and the crucial steps prospective franchisees must take.

Understanding the Quest Franchise Model

Before delving into the UK specifics, it is vital to understand what makes the Quest model tick. This is not a simple retail or "man-in-a-van" franchise; it is a substantial business investment centred on property, hospitality, and corporate relationship management. Quest provides fully realised, furnished apartment hotels, and the franchisee's role is to operate the business within that property.

The Franchisee's Role

A Quest franchisee is, first and foremost, a business owner. While a background in hospitality can be useful, it is by no means a prerequisite. Quest actively seeks individuals with strong business acumen, a flair for sales and networking, and a passion for customer service. The day-to-day responsibilities are less about changing bed linen and more about driving the business forward. This includes:

Local Area Marketing: Building relationships with local businesses to secure corporate accounts.
Team Leadership: Recruiting, training, and managing the hotel staff.
Financial Management: Overseeing budgets, profitability, and cash flow.
Guest Experience: Acting as the face of the business and ensuring the highest standards of service.

Essentially, the franchisor provides the system, brand, and building; the franchisee provides the local expertise and operational drive.

What Makes the Quest Model Different?

Quest's success is built on a clear focus on the corporate and extended-stay traveller. This is a key differentiator. While leisure travellers are welcome, the core business comes from project teams, corporate relocations, and businesspeople who need accommodation for a week, a month, or even longer. This focus provides a more stable and predictable revenue stream compared to the seasonal fluctuations of the tourism market.

Crucially, the property model is a significant part of the appeal. In most cases, a franchisee does not need to source and develop the property themselves. Quest, often in partnership with its parent company The Ascott Limited and property developers, identifies sites, manages the build or conversion, and delivers a turnkey apartment hotel. The franchisee then takes on the lease of the building and operates the Quest business within it. This removes one of the biggest hurdles in hotel development, allowing the franchisee to focus entirely on running a successful hospitality business from day one.

Quest's UK Expansion: The Current Situation

The launch of Quest Liverpool City Centre in 2019 marked the brand's official entry into the UK and European markets. This flagship property was not a tentative step but a confident statement of intent. Its success has served as a proof of concept, demonstrating that the model, honed in Australia and New Zealand, translates powerfully to the demands of a mature UK market.

Backed by The Ascott Limited, one of the world's largest international lodging owner-operators, Quest has the financial muscle and strategic vision for a sustained and ambitious UK rollout. They have openly stated their plans to establish a significant network of properties across the country, targeting key regional cities and business hubs.

So, to answer the central question: Yes, Quest is actively seeking franchise partners in the United Kingdom. This represents a genuine ground-floor opportunity to join a global brand at the start of its UK journey. It is, however, an opportunity that demands serious consideration and significant financial commitment.

Financial Considerations for a UK Quest Franchisee

A Quest franchise is a high-investment, high-reward proposition. While Quest does not publicise specific figures, prospective franchisees should be prepared for a total investment that runs into several hundred thousand pounds. Understanding the typical cost structure in UK franchising is essential.

Initial Investment and Franchise Fees

The total initial investment will be composed of several key elements:

Initial Franchise Fee: A one-off payment for the licence to operate under the Quest brand, access to their systems, and initial training.
Working Capital: A crucial fund to cover operational costs (staff salaries, utilities, marketing) in the initial months before the business generates a stable positive cash flow.
Fit-out and Equipment: Costs associated with the final setup of the business, including IT systems, operating supplies, and any other items not covered in the base build.
Professional Fees: Budget for legal and accounting advice during the setup process.

Ongoing Fees

Once operational, franchisees contribute to the network through ongoing fees, typically structured as:

Management Service Fee: Often called a royalty, this is usually a percentage of gross turnover, paid for ongoing support, training, and business coaching.
Marketing Levy: A percentage of turnover that is pooled into a central fund for national brand-building activities, advertising, and digital marketing.
Technology & Reservations Fee: A fee for using the centralised booking system, which is the lifeblood of the hotel.

Securing Franchise Finance in the UK

Financing a six-figure investment requires a robust plan. The good news is that the UK banking sector is very familiar with the franchise model. Major high-street banks like NatWest, Lloyds, and HSBC have dedicated franchise departments that understand the lower risk profile of an established system compared to a new, independent start-up.

A lender will expect a detailed business plan, which Quest will help you prepare. Crucially, you will be expected to provide a significant portion of the initial investment from your own funds. For an investment of this scale, banks will typically look for a personal contribution of between 30% and 50% of the total required capital.

The Due Diligence Process for UK Candidates

If the financial scope is within your reach, the next step is a rigorous due diligence process. This is a two-way street: you are evaluating Quest, and they are evaluating you.

Initial Enquiry and Disclosure

The journey begins with an application and initial conversations with Quest's UK franchise development team. If you meet the initial criteria, you will be provided with a detailed franchise information pack or prospectus. Unlike the USA, the UK does not have a legally mandated "Franchise Disclosure Document (FDD)". However, any reputable franchisor, particularly one aligned with the principles of the British Franchise Association (bfa), will provide comprehensive information covering financial performance, fees, training, and the franchise agreement.

Scrutinising the Franchise Agreement

The franchise agreement is the legally binding contract that will govern your relationship with Quest for many years. It is absolutely essential to have this document reviewed by a specialist solicitor with proven experience in UK franchise law. They will help you understand the full implications of clauses relating to the term of the agreement, renewal rights, performance targets, territory exclusivity, and the process for selling the business in the future.

Speaking to Existing Franchisees

One of the most valuable parts of due diligence is speaking to people who are already living the reality. Quest should facilitate conversations with existing franchisees. While direct contact with the new UK operators may be managed, speaking to established franchisees in their core Australasian market can provide unparalleled insight into the franchisor's culture, the quality of their support, and the day-to-day realities of the business model.

Is a Quest Apartment Hotels Franchise Right for You?

The opportunity to join Quest Apartment Hotels is a compelling one. It offers a path into the lucrative and growing UK aparthotel sector with the immense backing of a proven international brand. However, it is not for everyone.

The ideal candidate is a commercially-minded individual or partnership with significant capital, a talent for sales and networking, and the leadership skills to build a first-class team. You don't need to be a hotelier, but you do need to have a profound commitment to customer service and the drive to be the face of your business in the local community.

For the right investor, this is more than just buying a franchise; it is about building a substantial business asset. The journey will be demanding, and the standards are high, but for those who make the grade, a Quest Apartment Hotels franchise represents one of the most significant and potentially rewarding franchise opportunities in the UK today.