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Serviced apartments SERVICED APARTMENT Paul Revel GO NATIVE SACO Waterloo


THIS FLAGSHIP GO NATIVE property at Sussex Gardens, within walking distance of Paddington train station and Heathrow Express, opened in May.


Marriott Residence Inn, Edinburgh


And she feels all parties have moved on from the former animosity between some agents and operators. “We had some healthy debate but everyone buys into the objective that the association should be the overall representative body of the industry,” she says. Managing director of Deep Blue


Apartments, Steven Brenman, sees positive action. “ASAP is offering HBAA courses and has got a new management structure,” he says. “It is beginning to make a difference and is better servicing the community with the initiatives it is rolling out; and the HBAA came and presented at the ASAP conference last winter, and gives us discounts on our courses.” In addition, agency Silverdoor has


worked closely with the HBAA to develop Model Agency Agreements. “Working with HBAA and a panel representing operators and agencies, a standard agreement was developed to ensure that both agencies’ and operators’ interests are taken into account and protected,” says Silverdoor’s head of business partnerships, Stuart Winstone. “Even more could be achieved if both associations worked closely together: combining HBAA’s industry knowledge and expertise with ASAP’s operational experience would be greatly beneficial to the sector.” Part of ASAP’s strategy to up its game is the development of a new


website, working with an American company that is an association specialist and market leader in template websites. “All the search engine optimisation and social media is built in. Everything is automated, which will help us run the association,” says Cawthorpe.


MISSION TO EXPLAIN ASAP has also made a video with Visit Britain that explains the full possibilities of using serviced apartments. This sits on the Visit Britain website. “Many people misunderstand what a serviced apartment is, and the power of seeing it is helpful in managing expectation. It is good PR as well,” says Cawthorpe. “We are going to launch the video properly when we launch our new website, hopefully in September. We will distribute it to partners who will be keen to feature it on their own websites – for example, P


A Life


magazine has it on theirs to help educate PAs about the benefits of serviced apartments. We also hope to use it at exhibitions we attend. “It is a valuable new marketing tool for many of our members – many will feature it on their websites and some have arranged with the production company to customise it with an added call to action to their website at the end.”


In addition, part of the association’s


wider plan is the creation of a standards rating system (see ‘Star rating’, p94).


ACCOMMODATION: The apartments comprise studios and one- and two-bedroom suites. Each floor has a different design theme, ranging from Hollywood glamour to sober neutrals via funky modern art, all complemented with high-end designer furniture. As there is such a wide range of sizes, styles and positions, check the details: for example, my apartment had a small bedroom (which wouldn’t be ideal for two), but an excellent lounge and dining area. Top-floor apartments, away from the road, are the most secluded, while others overlook a pretty garden but also a busy road. Some have terraces, others have stylish mezzanine bedrooms overlooking the lounge. With so much choice it’s


The grand Victorian building has been given a modern designer makeover and features 61 apartments, available from one-night to three-month stays.


worth researching what you are booking. DINING: All apartments have well-equipped fitted kitchens, including dishwashers and clothes washer/dryers, and comprehensive cooking and dining facilities. On arrival, welcome touches include essentials such as tea, coffee, milk and breakfast cereals. COMFORTS: Other amenities include all- important free wifi, flatscreen cable TV, sound system with iPhone docks and White Company amenities in the bathroom. SERVICE: There is a 24-hour reception, and the concierge can help with local information, printing-off takeaway, shop and restaurant recommendations on request. There is a weekly cleaning and linen service.


208 Sussex Gardens, London W2 3UA (Go Native: Tel +44 (0) 20 7313 3886; www.gonative.com)


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