SERVICED APARTMENTS
ROUND-UP
n LOCKE is set to open a new property in the Cambridge district of Eddington providing 150 rooms plus 180 aparthotel units. It will feature a gym, rooftop gathering place and parking for up to 200 bicycles.
BridgeStreet’s Mode, Arc de Triomphe
“In some companies, the travel programme is more mature and developed than the housing programme that’s a part of the mo- bility business unit. These companies need an expert partner that can make recommen- dations,” he adds. With over half of corporates now sourcing serviced apartments through a TMC or specialist agencies, such as SilverDoor and The Apartment Service, there’s evidence of growing maturity in the supply chain. However, agents have had to invest in their booking technology. Historically, operators would lease units but had no control over their inventory. Now, they have taken control of their brands, and their inventories, the supply chain is becoming more professional with a broader reach. “Transparency is critical,” says The Apart- ment Service’s McCrow. “The stage of the hybrid [operator also acting as agent for other operators] is gone because brands are taking control of their inventories.” However, some TMCs remain at the earliest stages of their serviced apartment journey because they are restricted to units available via the GDS. Corporates expect to be able to book
long stays, while TMCs have realised the commercial benefits of helping them do so. “The key to serviced apartment agents’ greater sophistication is their specialist knowledge and faster response times,” says Cheval Resi- dences’ Westwell. “There are also a number of smaller, more bespoke agents offering a very personal service. As an operator we have to stay connected with all of them.”
The challenge to consumers of getting what they want rather than what they can find has prompted serviced apartments operators to take on the OTAs at their own game. Through
120 MARCH/APRIL 2019 APARTMENTS ARE
GETTING MORE COMPACT … INVESTORS WANT MAXIMUM RETURNS
its Six Ways to Stay product, BridgeStreet has brought together disparate products and suppliers into one platform. As BridgeStreet’s Worker says, “It is unrealistic to expect any one operator to provide a full solution to every client’s needs globally. It’s all about a network and an experience that is vetted, seamless and guaranteed. “All the industry needed was a level playing field where suppliers could easily upload their properties and business could easily book. Six Ways to Stay provides the access that global supply needs to be competitive.” In the same vein, SilverDoor launched the OrbiRelo online booking platform, aimed at the global mobility industry. Developed out of its Orbi system, which enables users to make instant online bookings across a global inventory of apartments, OrbiRelo is tailored to the needs of mobility management.
EMERGING BRANDS Looking ahead, there are mixed views on whether the extended stay sector will see consolidation sooner rather than later. Over the last 18 months, the sector has seen
n APARTHOTELS ADAGIO has announced the opening of properties in London, Brussels, Stuttgart, Glasgow and Bucha- rest. Also Adagio Casablanca City Centre will open in 2019 featuring 96 apartments and is based on Adagio’s concept for communal spaces – The Circle.
n CITADINES ISLINGTON LONDON is set to open later this year. Part of the Islington Square development, the serviced residences will comprise studio and one-bedroom apartments. Facilities include a breakfast and lounge area, and a gymna- sium. Parent company Ascott Limited Group plans to open 26 properties with more than 4,600 units across 18 cities.
n CLARENDON PICKED UP two tro- phies at the Corporate Housing Providers Association (CHPA) Conference in Puerto Rico. The serviced apartment provider won Best EMEA Partner and Best International Supplier. The CHPA is a trade association dedicated to supporting corpo- rate housing providers.
n STAYBRIDGE SUITES has opened near Heathrow Airport. Staybridge Suites London – Heathrow Bath Road has 145 studios and 45 one-bedroom suites, all with a fully-equipped kitchen. A laundrette, working areas, a gym and a games room are all on site.
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