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SERVICED APARTMENTS


and cost-effective corporate apartment programmes. TMC Baxter Hoare, which specialises in SME business and won “Best TMC” at this year’s Serviced Apartment Awards, is working closely with CAP Worldwide. “It is a brilliant initiative. It has become the turnkey between us and the vast proliferation of serviced apartments and aparthotel offerings. It is not always clear what you are going to get and they are close to the properties they are representing,” says managing director Adam White.


SPREADING THE WORD Despite increased corporate use, there is still an imperative to market the product to buyers in a process of continual education on the advantages of serviced apartments. “Key points that some corporations


may not fully understand is that serviced apartments can be used for more than just extended stays,” says Kamal Advani, chief executive at BridgeStreet. “Serviced apartments can be used for transient travel and as a hotel alternative in locations where a company has many guests checking in and out. Use of serviced apartments for shorter stays is becoming easier as the industry is catching up to the hotel space from a booking technology standpoint, becoming more accessible for a new generation of business travellers and travel managers.” Yet while the concept is being fully


THE INDUSTRY IS CATCHING UP TO THE HOTEL SPACE FROM A BOOKING TECHNOLOGY STANDPOINT


grasped, the challenge, as many airlines today are well aware, is how do you go about promoting all those extras that help the brand stand out. “There’s an understanding of the basic aparthotel concept amongst corporates as its popularity has grown rapidly over the last number of years,” says Mathias Dinier, senior marketing and communication manager, Central Europe, Adagio. “However, we are always changing and upgrading our product, so it’s important to continue to market to our corporate clients so they are fully aware of the product offering as it evolves. He cites features, such as Adagio’s “Circle” concept, which involves the “reorientation of the public areas – these spaces have been updated and modernised, with the aim of becoming a hybrid of flexibility, socialisation and functionality”. Ascott’s recent initiatives include the


introduction of frozen food counters. Billy Hughes, area manager, UK, says: “Guests


134 SEPTEMBER/OCTOBER 2019 buyingbusinesstravel.com


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