MARCH/APRIL 2013
Serviced apartments
However, for longer stays there’s still no doubt the personal approach is needed when booking an apartment, and one of the most frustrating aspects of the relationship between traveller, buyer and provider is this lack of understanding. James Swift is head of business development for Skyline Worldwide. He says: “We often have to explain why we don’t go on the GDS. It works for hotels because they have 350 rooms in one building and accept tons of bookings, but one of our properties has 80 apartments and another has 12, so the model doesn’t always work.” However, Swift explains that
adapting to the needs of the buyer is important, and offering several channels to book through is possible. “Quite a few RFPs [requests for proposals] do specify you must be on the GDS, but we offer our online booking and reporting tool, Skylinc, as an alternative for clients.” Agrega’s Lorenz says: “If they [serviced apartments] are crying out for business, but they don’t want to pay to be on the GDS, then they will cry.” Volvo Group’s Hylander adds: “Some of the serviced apartments are
available through the GDS and some not, which I think is why our usage is still pretty infrequent.” But operators say the real issue
about booking and the GDS is with communication and relationships between buyers. SACO’s Redman explains that some buyers say they won’t work with operators who are not on the GDS,
“Just throwing apartments on to the GDS doesn’t necessarily bring bookings flooding in”
but then they don’t book the property even when they are added to the GDS. “Putting apartments on the GDS helps, but there needs to be awareness and communication,” she says. “Just throwing them on to the GDS doesn’t necessarily bring bookings flooding in.” Skyline has decided to roll out its use of the GDS at some point this year but Swift is keen to say that the company will still take a personal approach to all bookings.
“We have buildings in Canary Wharf with 80-plus apartments, which would be ideal,” he says. “However 30 days-plus needs to be carefully managed and it needs human interaction, so we don’t just accept all GDS bookings across the board – we can’t go fully one way or the other.” Ascott has a long-stay reservation service for the more finite details when booking a serviced apartment. As Hollants van Loocke points out: “It is all about the personal relationship – the longer they are booking for the more personal that conversation.” Marlin Apartments’ Cully agrees and says the sector needs to watch current booking trends carefully to keep up: “We are on the GDS, and some bookings come through the GDS, but a hell of a lot is done through relationships with buyers. There is also a bit of a trend of the traveller booking their own accommodation, so the market seems to be constantly evolving and we need to change with it.” ■
The new Global Serviced Apartments Industry Report by The Apartment Service will be available in June at
www.apartmentservice.com
2 Devonshire Street, London W1W 5DB •
www.gonative.com Felicity Cousins
GO NATIVE Devonshire Street
THIS IS THE SECOND TIME Go Native has operated this property, after it changed hands three years ago. Go Native has re-launched Devonshire Street with newly- refurbished studio apartments and public areas. Other recent openings for Go Native include the luxury Lees Place, in Mayfair, and Pioneer Point, in east London, which offers stunning views and larger apartments.
Communal kitchen at 2 Devonshire Street 92
WHERE IS IT? Located in central London, a few minutes’ walk from Great Portland Street and Warren Street underground stations, the property entrance is on Hallam Street, which crosses Devonshire Street. Guests are given a code to access the building, although there is also someone on the front desk, seven days a week, between 8am and 11pm. Check-in is 3pm, check out 10am. HOW MANY APARTMENTS? 55 studios. Classic apartments have a pull-down bed (which is set down for arrival) and smaller
floor space, while Premium apartments offer more space and a conventional bed. WHAT’S IT LIKE? Decor is clean and modern, and the separate shower room had sparkling silver floor tiles. There’s an ingeniously designed kitchen behind white doors, which is pulled out to reveal a sink, dishwasher, fridge, microwave and toaster. It’s stocked with cutlery, plates and utensils and there is a portable hob – although for anyone wanting to use an oven, each floor has a fully-equipped communal kitchen with dining
table, which can be key-coded for groups booking the whole floor. I was in a Premium apartment on the fourth floor. I closed the kitchen up after I had used it and did some work at the large desk. I found the shower powerful and the White Company toiletries useful (as I’d forgotten my toothbrush), and I enjoyed a good night’s sleep. VERDICT Centrally located, secure and comfortable, and close to a Sainsbury’s Local, this property is great for a short stay and is usually used for three to four nights.
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