In a move that reflects both growth and commitment to leadership excellence, Firmdale Hotels has promoted seasoned hospitality executive Kathrin Apitz to the role of Vice President of Operations across its United States portfolio. Apitz, who brings over 15 years of experience within the group, will now oversee operations at three of Firmdale’s iconic boutique properties in New York City: the Crosby Street Hotel in SoHo, The Whitby Hotel in Midtown, and the newly launched Warren Street Hotel in Tribeca.
Apitz’s promotion comes during a pivotal phase for Firmdale Hotels as it strengthens its foothold in the competitive New York luxury hospitality scene. Her appointment underlines the brand’s strategic intent to maintain world-class service standards while continuing its expansion in North America.
A Proven Leader with a Legacy of Excellence
Apitz’s hospitality career has been deeply intertwined with Firmdale’s vision of luxury, creativity, and personalized service. Most notably, she served as the General Manager of The Whitby Hotel for over eight years, where her leadership helped shape the property’s distinctive character and high levels of guest satisfaction.
In an official statement, Apitz shared her enthusiasm about the new role:
“I feel incredibly honored to take on this new chapter. My journey with Firmdale, particularly at The Whitby, has been defined by collaboration, creativity, and a relentless focus on guest experience. I look forward to leading operations across New York and continuing to elevate our brand.”
Apitz emphasized that her focus will remain on nurturing team development, operational excellence, and delivering memorable experiences for every guest—pillars that have made Firmdale synonymous with refined hospitality.
A Milestone Year for Firmdale Hotels
The leadership transition comes on the heels of a successful financial year for Firmdale Hotels. As per financial reports released in July 2025, the group’s eight London-based properties achieved £125 million ($170 million) in revenue—a 3.9% increase over the previous year. Notably, the occupancy rate surged by 4.6%, reaching 79.6%, reflecting strong traveler demand and consistent brand appeal.
Despite a modest 2.5% dip in average room rates across its London portfolio, the group’s strategy of prioritizing occupancy paid dividends. With similar momentum expected in the United States, Firmdale’s three NYC properties are well-positioned to capitalize on growing demand for intimate, design-led boutique accommodations.
Expansion in the World’s Premier Hotel Market
Firmdale Hotels, founded by renowned hoteliers Tim and Kit Kemp, is celebrated for its vibrant, art-centric interiors and boutique charm. The group’s expansion into New York is a calculated step toward establishing a global boutique brand presence.
Apitz will now oversee the group’s entire U.S. operations, including the Crosby Street Hotel (a SoHo landmark renowned for its sculpture garden and quirky interiors), The Whitby Hotel (a Midtown gem that merges British eccentricity with Manhattan sophistication), and Warren Street Hotel (Firmdale’s latest addition in Tribeca, blending industrial chic with artisanal elegance).
The appointment is expected to play a critical role in shaping the operational strategies of these properties, aligning with Firmdale’s global standards while adapting to the nuances of the American market.
A Boost to New York’s Luxury Tourism Landscape
With New York City seeing a steady resurgence in international tourism and business travel, boutique hotels are enjoying renewed popularity. According to NYC & Company, the city’s tourism agency, visitor numbers are expected to surpass 69 million in 2025, highlighting the importance of premium, personalized hospitality.
Kathrin Apitz’s leadership is anticipated to strengthen Firmdale’s competitive edge in this dynamic environment. Her emphasis on innovation, team culture, and guest-focused service is aligned with emerging hospitality trends that prioritize authenticity, design, and personalized attention.
What’s Next for Firmdale?
Looking ahead, Firmdale Hotels is expected to continue exploring growth opportunities in other major U.S. cities while consolidating its stronghold in New York and London. Apitz will play an instrumental role in evaluating new locations, refining operational frameworks, and cultivating a consistent guest experience across the portfolio.
Firmdale’s ongoing success story, driven by visionaries like Apitz, is a testament to the evolving landscape of luxury tourism—one that values creativity, human connection, and unique design as much as traditional service excellence.
About Firmdale Hotels
Founded in 1985 by Tim and Kit Kemp, Firmdale Hotels is a collection of ten individually designed luxury hotels—seven in London and three in New York City. Known for their bold interiors, art curation, and impeccable service, Firmdale properties cater to discerning travelers seeking high-end yet characterful accommodations.
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