In conversation with leaders: Anta Bute - Head of Sales and Marketing at Aparthotel Amella

From city centres to coastal destinations, aparthotels are reshaping how people experience travel, and the trend shows no sign of slowing down. In this interview, the commercial leader of Aparthotel Amella, one of the most prominent long-stays in Riga, is talking about what’s driving their rise, how they’re adapting to new traveller expectations, and what the future might hold for this growing sector.

Anta Bute - Head of Sales and Marketing at Aparthotel Amella

What was the original vision behind Aparthotel Amella, and how did that idea take shape into the property we see today?

"Our vision is simple yet heartfelt: to welcome guests as friends and see them leave as part of our family. This philosophy is deeply rooted in the history of the building itself. Originally constructed in 1900 by the Gustav Heinike family, the house was designed to host visitors during their stays in Riga. Over a century later, we continue to honor that same spirit of hospitality. 

Today, Aparthotel Amella combines this rich legacy with modern comforts across eight uniquely designed apartments, each with its own concept, ensuring every stay feels personal. Thoughtful details—from fully equipped kitchenettes and inviting lobby areas to spa treatments—transform a temporary stay into a genuine “home away from home.” The hotel’s location bridges heritage and contemporary Riga, offering both cultural immersion and convenience. Historically, the property sits near what is now the Central Market. 

Before the market’s construction in 1924, the area hosted the Daugavmala Market and the adjacent Spīķeri (warehouse) quarter along the Daugava River—a lively trading district with wooden stalls and warehouses that had been active since the 16th century. This heritage of commerce and community echoes in our commitment to welcoming guests with warmth and care. In essence, the family-style hospitality that began with the Heinike household has evolved into the Aparthotel Amella experiences we offer today—where every guest is not only accommodated but genuinely embraced as part of our story."

Aparthotels traditionally focus on flexibility and convenience. How did you approach elevating this concept to deliver a luxury-level experience?

"Aparthotel Amella redefines flexibility and luxury. Each of our eight uniquely designed apartment concepts offers a distinct ambiance, combining stylish, personalized interiors with soothing color palettes that go far beyond standard décor.

Premium amenities include private kitchenettes, washing machines, flat-screen TVs, spa facilities, self-service kiosks, 24/7 access to hotel reception, a pillow menu, and other features that elevate the guest experience. Sustainability is central to our approach, with a variety of digital services available for ordering hotel amenities and services. Our philosophy is simple: anticipate what guests need to travel comfortably, relax fully, and create lasting memories. 

To enrich every stay, we partner with local guide agencies offering traditional Latvian experiences—from craft workshops, masterclasses, and culinary tours to birdwatching, nature hikes, mushroom foraging, horse therapy, and water-based adventures. Latvia’s rich blend of natural beauty, historical architecture, and authentic cuisine ensures that every visit is memorable.

Luxury at Aparthotel Amella is also family-friendly. We welcome children, large groups—up to eight people per apartment—and even pets, ensuring every guest feels at home. Whether you are traveling individually, as a family, or in a group, our mission is to provide attentive service, unforgettable experiences, and a true taste of Latvian culture."

What kind of experiences in Riga do you encourage your guests to discover, and how does the hotel help them connect with the city?

"Aparthotel Amella offers guests an immersive experience of Riga’s vibrant culture and history. Conveniently located just steps from the city’s most iconic landmarks—including the Latvian National Opera, Town Hall Square, Dome Cathedral, and the House of the Blackheads—the hotel makes cultural discovery effortless. Riga caters to a wide range of travelers: from architecture enthusiasts, theatre and opera visitors, and Christmas market explorers to those seeking a yacht trip along the Daugava River to the Gulf of Riga. 

Guests can enjoy a diverse calendar of events, including international conferences, music festivals, sports activities, food tours, and even religious travel. Business travelers also benefit from the city’s infrastructure; Aparthotel Amella partners with coworking spaces in Old Riga, while providing all essential amenities—most importantly, fast, reliable wireless internet. Latvia takes pride in its culinary heritage, with locally sourced produce featured in MICHELIN Guide–recognized restaurants. Riga also offers unique handicraft markets with one-of-a-kind items unavailable elsewhere. History enthusiasts can explore the city’s museums, manor houses, and churches, while those seeking relaxation can enjoy Latvia’s vibrant bar and nightlife scene, including an array of local craft beers."

From a sales and marketing perspective, how do you convey the message that guests can enjoy both independence and high-end service under one roof?

"Stylish personalization meets convenience. At Aparthotel Amella, our mission—“come as a guest, leave as a family”—is brought to life through fully equipped apartments, unique design aesthetics, and the independence to manage daily routines. Upscale services include spa and beauty treatments, 24-hour reception—an uncommon feature in apartment-style hotels—express check-in/out, and curated wellness offerings that meet 4-star superior standards. Guests can explore Riga’s cultural core on foot, while enjoying a quiet, refined retreat at the end of the day. Our location balances proximity to the Old Town with peaceful surroundings, offering the best of both worlds. Additional amenities include parking and EV charging for maximum convenience. Guest feedback consistently highlights our strengths: “welcoming staff,” “tasteful design,” and “cozy and spacious” accommodations, contributing to a high Booking.com rating of 9.3. Our team maintains exceptional standards in cleanliness, hospitality, and service across all departments. In today’s fast-paced world, information overload can create stress. Our goal is to remove that burden for our guests—ensuring seamless service, attentive support, and memorable experiences. While perfection is a journey, we view each challenge as an opportunity to improve. Our guests are our teachers, and we take pride in serving the very best."

What do you see as the future of the luxury aparthotel segment, and how is Aparthotel Amella positioning itself to lead in that space?

"While direct forward-looking strategy statements are not publicly available, the trajectory of the luxury aparthotel segment can be inferred from current market trends. This segment is increasingly defined by the seamless integration of autonomy and hospitality—providing full living amenities alongside premium services.

Aparthotel Amella caters to both short-term and extended-stay guests, with a strong focus on cultivating loyalty through repeat visits and personalized experiences. In the luxury aparthotel sector, anticipating and addressing guest needs is essential; hospitality is ultimately about creating positive experiences and providing attentive support.

Looking ahead, personalization will remain a key differentiator. Guests increasingly seek design-rich, concept-driven, and elevated stays. Wellness integration—including on-site spa facilities, health services, sustainability initiatives, and relaxation offerings—will become standard expectations. Equally important is city integration: properties in prime locations that facilitate cultural immersion while offering boutique exclusivity will lead the market. Aparthotel Amella is already aligned with this future. Its concept-driven interiors, thoughtfully curated comfort, comprehensive amenities, and on-site spa treatments exemplify the next generation of luxury aparthotels. Strategically located at the cultural heart of Riga yet designed to offer tranquility, the property consistently earns exceptional ratings, reflecting its forward-looking approach. In this way, Aparthotel Amella serves as a practical blueprint for elevating the aparthotel model into the luxury segment with authentic appeal, adaptability, and guest-centric design. Our mission is to build on the hotel’s story of family and friendship values. With 85 apartments, we ensure each guest receives individual attention while enjoying the freedom to explore and experience the city at their own pace."