SERVICED APARTMENTS
Fiona Murchie, who has been following the growth of the sector for more than 20 years, highlights a golden opportunity. Could the serviced apartment sector, with a growing understanding of how to deliver guest experience, be the answer for corporate HR keen to meet employee experience expectations in a new location?
by Maxxton, reveals in its ten key takeaways, “Technical innovation is essential to maintain competitive advantage”. But it cautions the sector, “There’s lots of technology out there; make sure you select the tools that add real value to the guest experience and don’t assume all guests have the same needs and tastes – be bold, be different and offer choices.” Its key recommendation, “Invest in purpose-built serviced apartment software.” Technology is already available that allows serviced apartment
providers to better understand their guests’ travel needs and consolidate guest and accommodation data into an insightful live dashboard and this is set to get more sophisticated with advances in AI. The report recognises that business travel, assignment and
relocation remain the core market for extended-stay products, but what is the serviced apartment sector doing to win the trust of the growing employer market? The corporate employer market, which encompasses booking via HR and global mobility departments, as well as the traditional business travel buyers, offers far better margins for the serviced apartment sector – if they get it right – than bookings via a third party Online Travel Agencies (OTAs) to resell their vacant accommodation.
A CROWDED MARKETPLACE The serviced apartment sector continues to grow vigorously. Global business travel spending reached $1.4 trillion in 2018 and will expand ➲
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