SERVICED APARTMENTS
continue to grow from UK guests as the sector becomes more readily- understood as a popular, mainstream accommodation offering, and visits will also increase from across Europe, Asia-Pacific – especially China – and North America.” Foice went on to say, “Our plans at ASAP are now very much
clearer following a recent strategy review. We are putting on hold some parts of our previous all-encompassing five-year plan, and focusing instead on the needs of our membership – making sure they’re the accommodation of choice for any travel buyer looking for options that offer the full package. That’s the flexibility of home, the experience of being embedded in the local community wherever you are in the world, and enjoying the professionalism and duty of care you’d expect from any responsible hotel provider. “Out ISAAP Accreditation is evolving and this will be rolled out
over the coming year. It will offer a whole range of standards, from the entry-level of ‘Compliance’ – meeting all the legal and Health and Safety requirements of the property’s location – through those reflecting increasing grades of luxury.” Marie Hickey, director in the commercial research team at Savills,
comments, “Serviced apartments have long been growing in popularity for corporate travellers, providing them with longer-term staying options and a stronger sense of autonomy than hotels. This return in demand against a backdrop of wider economic uncertainty will further bolster the operator’s existing expansion plans, reflected in the survey.”
The demand from corporate guests is pushing up the length
of average stay to 39.3 days. This increased to 43 days for those respondents who record more than 50 per cent of their demand from corporate guests. For those with the majority of demand from leisure guests, the average length of stay was 23.8 days.
MAKING CONNECTIONS The serviced apartment sector continues to be fast-growing and it must be connected with not only the global mobility specialists to be found in large international organisations, but with HR decision-makers in small and medium-sized organisations responsible for smaller numbers of mobile employees. It could be all too easy for the serviced apartment sector to miss an important part of the corporate employer story if they concentrate all their attention on the business travel need. Which serviced apartment brands will be able to match guest experience with the current employer interest in employee experience to retain top talent now and in the future.
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