Serviced apartments
Pictured: Above: Skyline Apartments, ➔ Cheval Residences; Right: Citybase Apartments
part of the client’s experience when checking availability and/or booking serviced apartments,” says Layton. The company is now testing its next innovation with a group of key clients. In fact, the majority of established
The operaTing models
The serviced apartment sector is frequently described as fragmented – and never more so when it comes to operat- ing models. The immediately obvious divide is between agencies and operators, the former choosing from the portfolios of the latter to satisfy client requirements. But operators are a pretty disparate group too. Some
own all the properties they manage, while others own part of their portfolio and manage the rest. They take on a building on a long lease, convert the apartments and run them accordingly; or they manage a number of flats in a large development on a five to ten year lease, furnish them, install broadband and provide maid service. Although this might potentially lead to inconsistent
standards, operators are careful to take on properties that match the quality of those they own; and service levels are generally kept constant through the presence of a general manager or concièrge on site. In addition, some operators are also offering agency ser-
vices, which bridges the gap between the two, but agents may also end up doing the job of an operator. If a client needs accommodation in an area where there is no option for the length of time they require, the agent may take on a residential property, arrange the necessary facilities, manage it and remove it from their books at the end of the contract. Fragmented and with blurred boundaries then.
UK-based providers have embraced online booking technology in one way or another. “I believe Citybase is the only specialist booking agent to offer providers a direct online sales channel – and adoption of the system has exceeded all expectations,” says head of sales and supplier management for Citybase, Richard Lovelock. “Benefits of the system to the provider are
two-fold: it enables them to reduce cost of sale as more bookings become ‘no touch’, and they can use online channels to reflect their yield management strategies in real-time, continually flexing their rates according to supply and demand. “The next develop-
ment cycle is the corporate – users are mainly independent travellers at the moment,” he says. Frasers has upgraded
Frasers Hospitality. “But it is important to remain ahead of the trends and have a vision for the future – the future is in the hands of the buyer.” Saco is also looking to the future and is
planning to upgrade its infrastructure, creating a platform for the next decade. The company provides online booking for its own properties with some human intervention but even if the company had a fully integrated system for its own properties, commercial director Frank Rejwan says it would not be possible for the company’s partners worldwide. GoNative is building a dedicated system
“We intend to work with and pilot an online booking solution with a large TMC towards the back end of this year.
We believe this industry has to go fully online to reach its full potential”
its website to offer instant confirmation – including for extended stay bookings. Corporate buyers access agreed rates and apartment availability via a private log-in. “With more than 7,000 apartments in our
portfolio, it is vital that we offer corporates and potential customers a sophisticated and instant reservations system,” says Valerie Dhieux, director of sales and marketing for
for launch later this year. It will fully automate the process and provide live availability. “With our new system, we will launch a website for consumers and provide the necessary information for corporate and trade partners. And we intend to work with and pilot an online booking solution with a large TMC towards the back end of this year,” says sales and marketing director Ben Harper. “It is a significant
investment and part of
the growth plan for the business,” he says. “We believe this industry has to go fully online to reach its full potential.” Skyline Worldwide has developed
SkyLINC, an online system that brings all the company’s properties worldwide together on an online booking portal, which is individual to each company and user. Buyers shop for apartments and add them
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