FEATURE SERVICED APARTMENTS
➔ Silverdoor’s Stuart Winstone believes
that GDS and online booking tools cannot generally provide the quality and depth of service required. “When people are looking for long-term temporary accommodation, they have lots of questions and prefer to talk to a person who can tell them what the apartments are like,” he says. In contrast, Nouran Zarroug of Go Native
believes that operators should use all channels. “We aim to make our product available to all, although OTAs' average length of stay is one to three nights, making it a more marginal channel for serviced apartments.” Marlin's Susan Cully agrees that a wide
array of channels is required. “Operators’ online booking systems have to be suitable for desktop and mobile users. Bookings on mobile and tablet devices account for up to 50 per cent of Marlin’s bookings through its website. A mobile- friendly website is absolutely crucial.” Cully continues, “We use the GDS because it is a channel used by corporate bookers. Not all operators can use the GDS due to their size but Marlin has over 700 apartments in six locations.” In common with other business travel
sectors, buyers’ demands for Big Data is both a challenge and an opportunity for serviced apartment providers. However, Cully believes it may be a while before the industry can truly
harness the power of big data. “It’s directly relevant to the industry as it allows us to use precise data such as a guest’s location, the devices they use, their habits as a user and purchaser to provide them with not only an improved user experience, but also to improve the customer journey,” she says.
The power of brands Branding is seen by many as critical to the long-term success of the sector. “Because of the fragmented nature of the industry it’s important that there are serviced apartment brands as well as
THE PRICE IS RIGHT APARTMENTS Vs HOTELS Cost comparison per night (all rates are exclusive of VAT; information supplied by Silverdoor) London - The City
One bedroom serviced apartment Two bedroom serviced apartment Midscale hotel
London - Canary Wharf
One bedroom serviced apartment Two bedroom serviced apartment Midscale hotel Manchester
One bedroom serviced apartment Two bedroom serviced apartment Midscale hotel Edinburgh
One bedroom serviced apartment Two bedroom serviced apartment Midscale hotel
76 THE BUSINESS TRAVEL MAGAZINE
1 - 3 nights £150 £180 £159
1 - 3 nights £135 £220 £124
1 - 3 nights £85
£125 £129
1 - 3 nights £95
£145 £139
Pictured Marlin Apartments' Queen Street St Paul's property
➔
4 - 6 nights £140 £175 £159
4 - 6 nights £140 £200 £124
4 - 6 nights £85
£125 £129
4 - 6 nights £95
£145 £139
7 - 27 nights £130 £170 £159
7 - 27 nights £125 £170 £124
7 - 27 nights £77
£120 £129
7 - 27 nights £90
£140 £139
28-89 nights £125 £165 £159
28-89 nights £120 £150 £124
28-89 nights £73 £115 £129
28-89 nights £85
£130 £139
90+ nights £120 £160 £159
90+ nights £115 £145 £124
90+ nights £73
£105 £129
90+ nights £75
£120 £139
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