Basic InformationApex Hotels is a private limited company comprising eight hotels, all four-star. The hotels are based in the UK; four in Edinburgh, three in London and one in Dundee. The chairman of Apex Hotels, Norman Springford, opened his first hotel in 1996 in Edinburgh, calling it "The Apex International Hotel". Over time, he and his managers have expanded the company into several cities, the Apex Temple Court Hotel at Serjeant's Inn on Fleet Street, opened in March 2012 and is Apex's most recent venture and is still under development but operating as a business. Apex aims to provide world-class hotels with a wide range of package types. Apex Hotels offers numerous discounts and special offers ranging from business meetings to training days, Apex also organizes events such as weddings, meals and Christmas/New Year breaks. Due to the high standard of hotel service and four-star status, staying at Apex Hotels is expensive, but offers a variety of stay types for different types of guests (business, families, individuals, couples). The Apex hotel in Dundee includes a spa next to the hotel, this is also the case with its bar. A great advertising policy set by Apex allows external websites to post hyperlinks that direct their traffic to the main Apex Hotels website. This advertising strategy means that the website referring links to Apex can earn a small amount of money for increasing traffic to Apex. Search Methods I used the Apex Hotels website which has a very useful "Live Chat" feature which helps me allows you to speak directly with internal users and employees specialized in answering questions regarding your company. The website was very helpful in finding out information about the company… middle of paper… keep an eye out for reviews provided by guests who have stayed at one of their hotels. The reviews compile the hotels' flaws along with some good ones. By making these changes, more people will return to their hotels because they see that Apex has made an effort to correct the problems. If changes were made, people would review hotels and therefore more people would want to book with Apex. Apex already has thousands of reviews and over time the reviews are getting better and better, which shows that Apex is looking into them. I would recommend Apex based on what I have read and information I have gained. They consistently provide a high standard and this is reflected in guest reviews and opinions. Although the price may seem high, it is priced competitively and is one of the cheapest four-star hotels on today's market.