Can I Open a Quest Apartment Hotels Franchise in Britain?

By UKFO Editorial · 19 September 2026

Quest Apartment Hotels is a successful Australian franchise known for its serviced apartments. This article explores whether this opportunity is available for prospective franchisees in the UK market and what the current landscape looks like for international hotel brands.

An Investor's Guide to Quest Apartment Hotels in the UK

The British franchise market is one of the most dynamic in the world, offering opportunities from mobile coffee vans to comprehensive business-to-business services. Yet, high-investment, high-reward opportunities in the property and hospitality sector often command the most attention. Enter Quest Apartment Hotels, an Australasian giant with over 170 locations, which has recently made its UK debut. For ambitious investors and entrepreneurs, the question is immediate: Can I open a Quest Apartment Hotels franchise in Britain, and what would it entail?

As a leading voice in UK franchising, we've analysed the model, the market, and the potential hurdles. This is our in-depth guide for prospective British franchisees considering this significant opportunity.

The Aparthotel Sector: Britain's Hospitality Boom

Before examining the franchise itself, it's crucial to understand the market it operates in. Quest is a major player in the serviced apartment, or 'aparthotel', sector. This model blends the best of a hotel with the convenience of a private apartment, offering kitchens, living spaces, and laundry facilities alongside traditional hotel services like a reception and housekeeping.

In the UK, this sector is experiencing a remarkable surge. The demand is fuelled by several key trends:

The Rise of 'Bleisure': Business travellers are increasingly extending their trips for leisure, and an apartment-style space is far more comfortable for a longer stay.
Project-Based Work: The modern economy relies on contractors and teams moving around the country for specific projects. Aparthotels provide a cost-effective and comfortable alternative to a traditional hotel for stays lasting weeks or months.
Relocation and Temporary Housing: Families relocating for work or renovating their homes need a flexible, home-like environment.
Discerning Tourists: Many tourists, particularly families and groups, prefer the space, privacy, and self-catering options that an apartment provides.

From London and Manchester to burgeoning regional hubs like Liverpool, where Quest opened its first UK site, the demand for high-quality serviced apartments is outpacing supply. This presents a fertile ground for a proven brand to establish a significant footprint.

Deconstructing the Quest Franchise Model

Understanding the Quest model is essential, as it differs significantly from a standard retail or food franchise. It's a sophisticated business-format franchise that separates the business operation from the property ownership, creating a three-way relationship.

The Franchisor (Quest Apartment Hotels): Quest provides the powerful brand, the proven operating systems, national marketing, booking platforms, and comprehensive training. Crucially, they also play a pivotal role in identifying new locations and working with property developers to secure suitable buildings.

The Property Investor: A third-party developer or landlord owns the physical building. They build or convert a property to Quest's specifications and then typically sign a long-term lease with Quest as the head tenant.

The Franchisee (You): As the franchisee, you run the serviced apartment business within that building. Quest subleases the property to you, and you become the operational expert. Your focus is on managing staff, driving local sales and corporate accounts, ensuring an exceptional guest experience, and managing the day-to-day finances of the business. You are not buying the property; you are buying the right and the system to operate the Quest business within it.

This model allows franchisees to focus entirely on business operations and hospitality, without the immense capital burden and complexity of commercial property acquisition.

The Financial Commitment: A Premier Investment

A franchise of this scale and nature represents a substantial financial undertaking. While Quest has not publicised a UK fee structure, we can project the likely components based on similar high-level franchises and their Australasian model. You will need significant capital and the ability to secure major bank financing.

Initial Franchise Fee

This one-off fee grants you the licence to use the Quest brand, access to their proprietary systems, and participation in their intensive initial training programme. For a premier brand in the property sector, this fee will be considerable, likely running into the tens of thousands of pounds.

Total Investment Level

The total investment will far exceed the initial franchise fee. It will need to cover working capital to see the business through its initial trading period, pre-opening marketing, staff recruitment and training, professional fees (solicitors, accountants), and potentially some elements of the fit-out. The overall investment for a business of this size could easily range from £400,000 to over £800,000, though the final figure depends on the size and location of the hotel.

Ongoing Fees

Once operational, you will pay ongoing fees to the franchisor. These typically include:

Management Service Fee: Often called a royalty, this is a percentage of your gross turnover, paid monthly or weekly. It funds the franchisor's ongoing support, research, and development.
Marketing Levy: A further percentage of turnover contributed to a central fund for national advertising campaigns, brand building, and digital presence.

Securing Finance in the UK

Few individuals will fund such a venture from cash alone. The good news is that the UK's high-street banks, such as NatWest, HSBC, and Lloyds, have dedicated franchise departments that are familiar with the franchise model. They view franchising as a lower-risk form of start-up due to the proven business system. However, they will still expect a detailed business plan and will require the franchisee to inject a significant amount of personal capital, often between 30% and 50% of the total loan amount.

Your Due Diligence Checklist for the UK Market

Entering into a franchise agreement is a major commitment. For a new-to-market brand like Quest, thorough due diligence is non-negotiable.

1. Scrutinise the Disclosure Pack

Quest will provide a detailed franchise prospectus or information pack. Unlike the US, the UK has no specific "Franchise Disclosure Document" law, but reputable franchisors provide comprehensive information voluntarily. This document should detail the business model, financial projections, fee structures, and the full training and support package. Review it with a fine-tooth comb.

2. Seek Specialist Professional Advice

This is not a step to be skipped. You must engage a solicitor who is a member of the Quality Franchise Association (QFA) or has proven experience in reviewing UK franchise agreements. They will identify any onerous clauses or potential risks. Separately, an accountant specialising in franchising can help you vet the financial model, challenge the projections, and build a robust business plan for the bank.

3. Speak to the Network

The gold standard of due diligence is speaking to existing franchisees. Ask to be put in touch with the operators of the Liverpool site. Ask tough questions about the reality of the business, the quality of support from the franchisor, and the true profitability. If possible, seek conversations with franchisees in Australia or New Zealand, whilst keeping in mind the differences in the market.

4. Assess the UK Support Structure

A key question for any international brand entering the UK is the strength of its local support team. Is there a dedicated UK head office? Will your support come from a team on the ground in Britain who understand the local market, or from a team in Australia? On-the-ground, accessible support is critical for success.

Conclusion: A Landmark Opportunity for the Right Investor

So, can you open a Quest Apartment Hotels franchise in Britain? The answer is a qualified yes. The opportunity is real, the market is growing, and the brand is a proven success story in its home territory.

However, this is not a 'lifestyle' franchise or a case of 'buying a job'. It is an executive-level, high-investment opportunity that requires a sharp business mind, significant capital, and the ambition to run a multi-million-pound turnover business. The ideal candidate will likely have a strong background in management, sales, or business development, though not necessarily in hospitality.

The risks are tied to its novelty in the UK market and the complexity of the lease-based model, which demands expert legal review. For the right, well-capitalised, and diligent investor, being one of the first Quest franchisees in the UK could be a career-defining move, placing them at the forefront of the aparthotel boom with a world-class brand behind them. Proceed with rigorous investigation and professional guidance.