Expanding supply chain

Demonstrating beyond doubt the strength of the sector, three hospitality giants launched extended-stay brands at the end of last year.

Marriott International entered the fray with a global brand, Apartments by Marriott Bonvoy, targeting the upperupscale and luxury segments.

Apartments will be in new-build or converted buildings with separate sitting rooms and bedrooms, full kitchens, but no meeting space, F&B or retail.

Aimed at long-stay guests, ECHO Suites

Extended Stay by Wyndham has 120 properties under construction in the US. Buildings maximise efficiencies and reduce operating costs with studios comprising bed and kitchen, public areas, lobby, fitness centre and 24/7 laundry.

Promising developers a “clean prototype that offers credible return on investment”, Best Western’s parent BWH Hotel Group is rolling out a midscale extended-stay brand, HOME by BWH.

“The extended-stay segment has been outperforming the industry, is driving 25% higher revenue than in 2019, and is showing no signs of slowing down," said BWH Senior VP and Chief Development Officer, Brad LeBlanc, at the launch.

Wide diversity

Meanwhile, existing players continue to grow, with co-working spaces, side-by-side hotels and apartments, lifestyle properties and mixed-use buildings broadening the brief of serviced apartments and ensuring they satisfy the increasingly diverse requirements of a wider audience.

In 2024, Staycity Group will open Wilde Aparthotel in Amsterdam-Noord with 120 units in a mixed-use complex. Aimed at the long-stay market – seven days to 12 months – it will have coffee shop, gym and roof terrace. Staycity is also launching Wilde in Porto (80 units) and Lisbon (94) the same year. The group's development is underpinned by a £30m loan from Oaknorth Bank.

Lamington Group is to open net zero room2 properties in York, Glasgow and Manchester in 2024, 2025 and 2026 respectively, with 116 units, 124 and 180, plus restaurant and bar, work and meeting spaces, gym and laundry.

Adagio plans to double its portfolio by 2025, and openings in 2022 included Qatar (150 units), Malta (71 units), Glasgow (160), Hamburg (148) and Rome (106).

Revo's new 'tribrid brand’ is taking up residence in Munich, providing studios and loft-style apartments with kitchenettes. An adjacent 607-room hotel has gym, bar and restaurant, available to apartment and wunDerlocke hotel guests and city residents. Celebrating a year in London is Aptel East, with average monthly occupancies of 80%. A 24-hour guest service team supports on-site technology that allows check-in and electronic keys via a mobile app. The group has plans for new Aptels in the north, south and west of London and the existing east London site will have retail and fitness facilities added in 2023.

Cycas Hospitality is opening Residence Inn by Marriott Manchester Piccadilly early this year. In December it opened Holiday Inn Express & Suites in the Netherlands. Land bought in York city centre will host 19 Mansley serviced apartments.

Citadines Canal Amsterdam and Citadines Danube Vienna launch this year, with comprehensive renovation projects at Citadines in kufürstendamm Berlin, Holborn-Covent Garden London and La Défense Paris and Les Halles Paris. This brand refresh introduces ‘activ∞’, providing fitness amenities and events that encourage an active lifestyle.

New brands

Lifestyle brand MY Locanda is Cheval Collection’s latest incarnation. Launched last year, it will occupy new builds, conversions and refurbishments. It is aimed at short- and long-stay guests with a mixture of studios, one-bedroom units and 60% studios with sofa beds. Buildings combine self-catering facilities in apartments with shared public areas.

The company also opens the first Cheval Maison in Dubai this year, with 130 units, 24-hour F&B in the lobby, rooftop pool and bar, and gym. “This is the first time Cheval has engaged with the competitive but valuable short-stay market. Properties are in prime city centre locations, with the same service levels and quality as Cheval Residences,” says COO john Philipson. Edyn’s brand Locke is also going great guns with openings Berlin (july 2022) and Paris in 2024 (145 keys). Wunderlocke –Sendling, Munich, opened last year with 360 units, with co-working and meeting spaces, outdoor pool, sauna and workout studio, restaurant, cafe, bar, and Mural Farmhouse Rooftop, where herbs and vegetables are grown for the restaurant. Dorsett Hospitality International opened Dao by Dorsett serviced apartments with 74 keys in july 2022 in London’s Shepherd’s Bush as a response to changing consumer travel habits, inspired by Airbnb.

Along with in-room Pelotons and a self-care club "we're building a community with local residents through event programming –yoga in the park, cocktail master classes, and Dao journeys, so guests can customise their stay", says Area Commercial Director Uk for Dao by Dorsett, Chris Meehan.

A sponsored guide to some of the key players in the serviced apartment sector

3SIXTY stay3sixty.com

+1 425 375 2773

Simplified, global accommodations management that delivers cost containment, choice, and compliance via trusted partnerships and industry-leading technology.

THE APARTMENT NETWORK theapartmentnetwork.com

+44 (0) 20 3743 7336

We book professionally managed serviced apartments and temporary corporate housing solutions all over the world, for corporates, TMCs, RMCs and their business travellers.

ARIOSI ariosi.com contact@ariosi.com

An independent serviced accommodation consultancy offering bespoke, data-informed and specialist advice, support, insights and training services to drive growth and productivity.

THE ASCOTT LIMITED discoverasr.com

+44 (0) 20 3119 3405

The Ascott Limited (Ascott) is a leading international lodging owner-operator with a portfolio spanning more than 220 cities across more than 40 countries.

CAP WORLDWIDE SERVICED APARTMENTS capww.com

+44 (0) 208 3232 888

Specialist women-owned global serviced apartment/extended-stay booking agency. Experts in sourcing, booking and CAPCare24 services for individuals, groups/projects and VIPs.

CORPORATE HOUSING FACTORY corporatehousingfactory.com

+31 (0) 88 1169 500

Corporate Housing Factory is the leading provider of high-quality and centrally-located serviced apartments in the Netherlands.

FLYING BUTLER APARTMENTS flyingbutler.com

+44 (0) 20 3743 0331

A portfolio of stylish, spacious serviced apartments, perfectly equipped with the furnishings, features and amenities that matter most. Prime locations and a service that exceeds expectations.

FRASERS HOSPITALITY frasershospitality.com

+44 (0) 20 7341 5599

A leading provider of premium serviced apartments, hotel residences and boutique hotels with 143 properties across 80 gateway cities worldwide.

HOUSE OF FISHER houseoffisher.com

+44 (0) 1189 514 151

Market leading owner-operator in Thames Valley, South East England for 25+ years with 24/7 Guest Service Support included. 200 studio to 3-bed fully-furnished apartments.