FEATURE SERVICED APARTMENTS
➔ “We designed the accreditation scheme
to add greater value in benchmarking, although the programme is constantly evolving because more information is always required and the customer wants to see more information about the product than ever before.” ASAP is not alone. The British Hospitality
Association (BHA) recently launched a sector programme for serviced apartments and aparthotels. “Many of our international member hotel
brands are adding serviced apartment offers to their brand portfolios,” explains BHA CEO Ufi Ibrahim. “That's why it's vital to have a dedicated representation within our membership." Last year was apparently the year of
the alliance, with the TAS Alliance and Orbital Partnership being started up by The Apartment Service and Citybase Apartments respectively. “The challenge to a corporate of managing an intangible number of operators in primary, secondary and tertiary locations is huge,” says the former's Jo Layton. “The alternative is to engage an alliance
or agency with the global knowledge, reach and systems to manage this
inventory. These relationships have become a viable, attractive and time- saving option for buyers.” The roots of both the TAS Alliance and
the Orbital Partnership lie in the agency sector. So where does the agency stop and an alliance begin? “You need an alliance of some form if
you want to work with a global buyer. Being strong in the UK plus a couple of European destinations will not win you a global account if the account bookers require locations outside of your operated markets,” she adds.
Pictured SACO's Bristol Broad Quay apartments
Distribution dilemmas Although hotels have been offering live booking systems for some time, few serviced apartment operators do so. This is partly because short term leisure bookings can conflict with the interests of long stay corporates who often need short-notice extensions to their stay. According to the GSAIR, 69 per cent of
corporates and 40 per cent of agents book serviced apartments direct via operators’ websites. But while GDS adoption is growing among the larger operators, there are different views from within the sector.
WHAT’S NEWTHE DEVELOPMENT PIPELINE
LONDON • SACO has opened its second property in Bermondsey: SACO London Bridge – Bermondsey. It is the first SACO location to include a 'fit room' including rowing machine, gym ball and kettle bells.
• Cheval Residences has added 11 new apartments to its Cheval Knightsbridge residence, which are designed for three month extended stays. They join the existing collection of apartments, townhouses, garden villas and a city cottage in this location.
• Clarendon Serviced Apartments has opened in Marylebone. The newly refurbished building comprises apartments designed with the comfort of longer stay business guests in mind. The minimum stay is 90 nights.
• Also in Marylebone, Oakwood Worldwide has opened the 22-unit Oakwood Marylebone on Lisson Grove. The apartments feature fully equipped kitchens, under-floor bathroom heating, free wifi and air conditioning.
• Boutique hotel operator Firmdale has opened One Denman Place, with 24 one, two and three-bedroom apartments in Soho’s newly opened Ham Yard Hotel. Each apartment is designed by co-owner Kit Kemp.
• Union Hanover Securities has submitted a planning application for a £100million development at Stratford City in East London consisting of a 137-unit Adagio aparthotel, 249-bed boutique hotel; restaurants and conference space. • IHG’s fifth Staybridge Suites property has opened in
Vauxhall. Guests staying in the 93 studio and one- bedroom apartments have use of the fitness room, business centre, laundry room and 24 hour convenience store, The Pantry.
• Also in Vauxhall is Bondway Residence, now re-branded City Marque Vauxhall Serviced Apartments following the takeover of operations by City Marque from Think Apartments. Up-graded amenities and services include a 24/7 Meet and Greet service.
• Urban Villa has opened a 100 unit property set in a glass-clad, cylindrical building off the Great West Road. All bedrooms feature enclosed winter gardens with floor-to-ceiling panoramic views and "expertly-curated contemporary features".
• Starwood Capital Group has acquired a portfolio of four serviced apartment blocks in Tower Bridge, Bermondsey, London Bridge and Earls Court which comprise nearly 650 units once completed. The properties are now managed by Go Native.
• Skyline Worldwide plans to double its portfolio in the capital during 2015. Its first four new openings are in the City and Docklands and will collectively add 141 units.
ABERDEEN • Marriott International will open a Residence Inn by Marriott on the Marischal Square development in central Aberdeen by summer 2017.
• Proposals for a nine-storey aparthotel in Aberdeen city
centre have been approved. The £15million scheme will include a cafe, bar and courtyard.
BIRMINGHAM • SACO’s Club Apartments concept has been extended to Birmingham (Brindleyplace) and Bristol (Broad Quay). SACO Club Apartments offer a breakfast pack, high-end kitchen equipment, L'Occitane bathroom products, a Hypnos mattress and topper.
• Staycity’s 172 aparthotel development opens this year. EDINBURGH • Royal Garden Apartments in Edinburgh have reopened after an extensive refurbishment programme. Located on Queen Street, opposite the Scottish Portrait Gallery, the property includes a mix of 30 one- and two-bedroom apartments.
LIVERPOOL • The 19th century Princes Buildings on Dale Street, a rehearsal space for bands such as Miles Kane and The Zutons, are set to be converted into 35 serviced apartments by 2017. MANCHESTER • IHG will open its next Staybridge Suites on Manchester’s Oxford Road. The 116-room property is part of The University of Manchester's £1billion campus development. The same building will host a 210-room Crowne Plaza hotel.
YORK • Staycity has begun to build a 197-unit aparthotel next to York Barbican, overlooking the Bar Walls.
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74 THE BUSINESS TRAVEL MAGAZINE
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