SERVICED APARTMENTS


In an attempt to craft globally recognised terminology,


ASAP is working with the Corporate Housing Providers As- sociation (CHPA) and representatives in Germany to create a visual understanding of what customers can expect, given the kaleidoscope of accommodation available. Despite the need for a better lexicon, one area that is universally recognised is the potential for cost savings for longer stays. Communications agency J Walter Thompson Group, for example, has clients and staff from the Americas, Asia-Pacific and the Middle East visiting the UK. “They come for two days, three months or rolling stays, dependent on client needs,” says Winky Evans, EMEA mobility manager. They used to stay in hotels, but now travellers staying more than six nights automatically qualify for serviced apartments, largely thanks to high standards that match business travellers’ expectations and, Evans says, minimis- ing “the previous formalities and documentation, with no extras added on to the room tariff. The ever-present need to meet budget constraints has been satisfied by engaging with serviced apartments that give us, on average, a 25 per cent saving against any hotel where we have corporate rates.”


QUALITY FEATURES


Inconsistent quality was also highlighted in the GSAIR report – but serviced apartment providers are working hard to remedy this deficiency.


Cheval Residences, for example, offers room sizes above the norm with high-spec products and facilities. “We invest in our properties and our people,” says George Westwell, director of the London-based serviced apartment provider. SACO’s background stands it in good stead, with “good family culture, where service was critical to the owner”, says chief executive Steven Hanton. “SACO and Cheval were the only serviced apartment businesses in the top ten in each of the seven categories in guest satisfaction in the last GRI industry benchmark report,” he adds. Adagio’s comprehensive redesign includes quirky fea- tures such as a library of objects to borrow, shared kitchen and, in the spirit of community, The Circle, a new public space. A modern Co-Living by Adagio concept is being piloted in Paris to raise the brand’s profile. Bridgestreet’s Mode Arc de Triomphe has added to choices


in Paris and has increased diversity in Edinburgh utilising historic buildings and focusing on technology.


The Social Kitchen at Iyf’s new student accommodation is being trialled for Singapore Management University


WE WANT TO GROW


OUR PROGRAMME INTO MORE LOCATIONS, BUT THE CURRENT BOOKING PROCESS INHIBITS THAT


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SEPTEMBER/OCTOBER


2018


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