About 25CH
Property thinking without the standard playbook.
25CH was built around a simple idea: the best answer for a property rarely starts with choosing a management model.
It starts by understanding the asset, the market around it, the people who will use it and what needs to happen operationally for the whole thing to work.
That’s why our work crosses traditional boundaries. We might be shaping the strategy for an investment, working alongside a developer on layout and specification, building the systems behind an operation, or taking responsibility for the finished property.
Often, it’s a combination of all four.
A different kind of property expertise
That changes the questions we ask.
Rather than starting with “How do we market this property?”, we’re more interested in: Who is the property really for? What demand exists around it? How will people actually use it? Where will the operation fail when it scales? What information needs to move between people and systems? And what decisions now will make the asset easier — and more profitable — to operate later?
That thinking is then grounded in the reality of actually running property.
Bespoke by design
Every property comes with a different combination of asset, location, demand, owner objectives and operational constraints. The strategy should reflect that.
Our portfolio includes properties designed around long-term corporate and workforce demand, premium leisure stays, city accommodation and more complex assets where different uses can sit alongside one another.
What connects them isn’t a standard formula. It’s the way we think about them.
Strategy that keeps learning
How guests behave, where maintenance occurs, what converts into bookings, what creates friction, how demand changes and what the numbers actually show all provide information about what should happen next.
We use that evidence to keep challenging and refining the original decisions — from pricing and positioning to physical changes within the property.
Technology and automation give us better visibility and faster feedback. The value is knowing what to do with it.
Amanda Ridgway
Founder, 25CH
My background is in complex data, systems integration and operational programme delivery, including work across NHS infrastructure before moving full-time into property.
I’ve always worked in much the same way: understand the problem, work out how the different pieces affect one another, and then build something that works in the real world.
25CH is where that way of thinking meets property.