Editor’s Note
Welcome to the latest edition of Tourism News Africa. As we dive into the theme of “Uprising of Apartment Hotels,” we’re witnessing a pivotal moment in the hospitality industry that is reshaping how we think about travel accommodations. The articles featured in this issue explore the burgeoning concept of aparthotels—a hybrid accommodation model that combines the comforts of home with the conveniences of hotel living.
In our lead article, “The Aparthotel Revolution: Ushering in a New Era of Hospitality,” we delve into the rising popularity of aparthotels, highlighting their unique offerings that cater to the evolving preferences of modern travellers. From spacious living areas to fully equipped kitchens, aparthotels provide a level of flexibility and autonomy that traditional hotels often lack. This shift towards a more immersive and localised travel experience is not just a trend but a fundamental change in how people want to enjoy their journeys.
Our second feature, “6 Reasons Why Apartment Hotels Are Winning Hearts in the Hospitality World,” further examines why this accommodation type is resonating with so many. Whether it’s for families and groups, budget-conscious travellers, or those seeking a deeper regional experience, aparthotels present an undeniably attractive option.
We’re also excited to include a Q&A with Nick Cooke from Corporate Apartment Group, offering insider insights into the future of this accommodation sector and what it means for travellers in Africa and beyond.
As we embark on this exploration of aparthotels, I invite you to consider the multitude of experiences they can offer. Whether you’re a frequent business traveller, a family on vacation, or a digital nomad seeking new adventures, apartment hotels might just become your top choice for accommodation.
Thank you for your continued support as we uncover the trends shaping travel and hospitality across our beautiful continent.
Derek Martin Editor
The Aparthotel Revolution : Ushering in a New Era of Hospitality
Aparthotels are distinct in their offering of fully equipped kitchens, separate living and sleeping areas, and laundry facilities—elements that traditional hotel rooms typically lack.
The global hospitality industry is undergoing a significant transformation, driven by the changing preferences of modern travellers. At the heart of this evolution is the rising popularity of aparthotels—an innovative accommodation concept that merges the comfort and convenience of a home with the services and amenities of a hotel. As this hybrid model gains traction, it is reshaping the landscape of travel and hospitality, offering a compelling alternative to traditional lodging options.
The Ascendancy of Aparthotels
Several factors contribute to the growing appeal of aparthotels. Firstly, they cater to a broad spectrum of travellers, including business professionals on extended assignments, families on long vacations, and digital nomads seeking a flexible living arrangement. Unlike traditional hotels, which often charge premium rates for extended stays, aparthotels offer a more economical solution. Guests can enjoy the luxury of preparing their own meals, doing laundry on-site, and living in spacious quarters, all of which reduce the ancillary costs typically associated with hotel stays.
Moreover, the immersive experience offered by aparthotels is another key selling point. Travelers looking to feel more connected to the local culture and environment often prefer the apartment-style living that aparthotels provide. This setup allows them to explore neighbourhoods, shop at local markets, and cook their own meals, fostering a deeper connection with the destination.
Key Features that Define Aparthotels
Aparthotels are distinct in their offering of fully equipped kitchens, separate living and sleeping areas, and laundry facilities—elements that traditional hotel rooms typically lack. These features give guests the autonomy to maintain their routines, whether it’s cooking a favourite meal, doing a quick workout in the living room, or simply relaxing in a homelike setting. Additionally, aparthotels often include amenities typically associated with hotels, such as 24-hour reception desks, concierge services, on-site fitness centres, and even housekeeping services. This blend of self-sufficiency and service makes aparthotels particularly attractive to long-term guests.
Another hallmark of aparthotels is their location. Often situated in central urban areas or popular tourist districts, aparthotels provide easy access to local attractions, dining, and entertainment options. This strategic placement enhances their appeal to travellers who wish to explore the city like a local.
The Impact on the Traditional Hospitality Sector
The rapid growth of aparthotels has posed a challenge to traditional hotels, compelling them to rethink their offerings. The increased competition has driven hotels to adopt some of the successful elements of the aparthotel model. For instance, many hotels now offer rooms equipped with kitchenettes and additional living space, catering to the needs of long-stay guests. Some have even launched dedicated extended-stay brands to tap into this growing market segment.
This shift has also led to innovation within the traditional hotel space, with many establishments focusing on providing more personalized and flexible services to retain their customer base. Hotels are increasingly adopting technology-driven solutions such as mobile check-ins, smart room controls, and enhanced loyalty programs to differentiate themselves from the competition posed by aparthotels.
Looking Ahead: The Future of Aparthotels
The future of aparthotels appears bright, with the sector poised for continued growth. As more travellers seek accommodations that offer a balance of independence, comfort, and service, aparthotels are likely to become even more prevalent. The integration of cutting-edge technology
will further enhance the guest experience. Innovations such as smart home systems, which allow guests to control lighting, temperature, and entertainment from their smartphones, and virtual concierge services that provide personalized recommendations and assistance, are expected to become standard features in many aparthotels.
Moreover, the sustainability trend sweeping the hospitality industry is likely to influence the development of aparthotels. As eco-conscious travellers increasingly seek out environmentally responsible accommodations, aparthotels that incorporate green building practices, energyefficient appliances, and waste reduction programs will stand out in the marketplace.
Aparthotels represent a significant and exciting shift in the hospitality industry. By offering a unique blend of home-like comfort and hotel-like convenience, they are meeting the evolving needs of today’s travellers. As the demand for flexible, personalized, and technology-enhanced accommodations continues to rise, aparthotels are set to play a central role in the future of travel and hospitality, shaping a new era where the lines between home and hotel blur.
“The rapid growth of aparthotels has posed a challenge to traditional hotels, compelling them to rethink their offerings.”
Jesse Morris News Correspondent
6 Reasons Why Apartment Hotels Are Winning Hearts in the Hospitality World
Travelling is changing globally, and here in South Africa, a nation rich in different cultures and various landscapes, aparthotels are becoming more and more popular because of their special combination of comfort, flexibility, and local elegance. With the rise of AirBNB’s together with hotels changing their offerings to include more apartment style options, this appears to be the next trend in hospitality and hotel accommodation. Let us delve into the reason behind this trend.
Comfort That Feels Like Home
In the middle of the chaos of travel, aparthotels, also known as serviced apartments, provide a much-needed sense of home. Guests can stretch out, have separate living areas, and a fully functional kitchen—a luxury that standard hotel rooms simply cannot match. Whether for work or leisure, travellers will find this comfort extremely tempting. It sounds much nicer to make a pot of Biryani or prepare a traditional South African braai for the family than having to eat out or order room service.
Adaptability for Groups and Families
Aparthotels are ideal for accommodating larger groups or families. Large aparthotels can have multiple bedrooms and communal living spaces allowing families to spend more time together without compromising individual privacy. Larger apartments are ideal for bringing together friends enabling special get-togethers.
Economy of Cost
Many travellers are searching for ways to save and with the often-rising cost of travel, aparthotels can offer a more affordable option for extended stays. Meal preparation is possible in the kitchen, which drastically lowers the overall cost of the trip.
Regional Experience
A real South African experience can be achieved when staying in an aparthotel. Situated in residential neighborhoods, visitors may take in the rich culture of the African city, tour local markets, and eat street food. Instead of being hidden away in a popular tourist destination, picture yourself exploring restaurants off the
tourist trail or attending neighborhood activities.
Improved Safety and Privacy
Privacy and safety are important considerations in today’s environment. Aparthotels reduce the risks connected with overcrowded hallways and shared facilities by providing more private accommodations. As a result, visitors may enjoy their trip with greater security and peace of mind.
Various Choices to Meet Different Needs
Aparthotels serve a variety of travellers, including families on vacation, self-employed individuals enjoying a flexible lifestyle, and business workers in need of a comfortable workstation.
They also, often, provide various amenities such as high-speed internet, servicing of the aparthotel as well as the ability to come and go without disturbing others.
Aparthotels are becoming increasingly popular among tourists as their tastes change and their need for comfort and flexibility increases. Combining the benefits of home with hotel facilities makes them a unique option, so it is no wonder that people look to aparthotels as an ever-growing choice of accommodation. For your next trip, whether it is a business trip, a family vacation, or just a get-away with friends, think about booking an aparthotel— it could just be your home away from home.
Lizelle Smith News Correspondent
with Nick Cooke Q & A Corner
What inspired the growth and popularity of apartment hotels in recent years?
The concept of apart-hotels combines hotel services with apartment living, catering to both short-term and longterm stays. Travelers wanted more flexible options that provide the comfort of home along with the services of a hotel: spacious living areas, the ability to cook, and do their laundry added to the appeal. The rise of remote work was accelerated by the pandemic, and the need for longer stays along with improved work-life balance has given this segment an edge over typical “boxy” hotel rooms.
How do you see the future of apartment hotels evolving in the hospitality industry?
The future of apartment hotels will be shaped by personalised experiences, sustainability, technological advancements, and the global expansion of the category. These trends will create a dynamic and guest-centric industry in the coming years. Apart-hotel need to prioritise guest convenience and customisation in their strategy today in order to cater to the needs of tomorrow’s travellers.
What unique benefits do apartment hotels offer compared to traditional hotels?
Apartment hotels offer a unique combination of space, privacy, heightened security, technology, and flexibility. These features allow guests to seamlessly transition from work to play, travel with family, and interact as they would at home, but in a different country or city. The flexibility of apart-hotels in adapting to changes in a guest’s needs further enhances their appeal.
In what ways has CAG contributed to the development of the apartment hotel model in Johannesburg ?
In 2014, when CAG was established, we recognised a lucrative niche within the corporate travel market. We were convinced that our product offering was exceptionally well-suited for this specific demographic, particularly for individuals seeking longer-term stays. This is where CAG truly excelled in delivering substantial value to both travellers and the Johannesburg model. Additionally, we garnered the interest of property developers who astutely perceived the value in our offering. The apart-hotel
segment played a pivotal role in fuelling an upsurge in residential developments, a trend that is still going strong, especially in the Cape region. Notably, developers and investors are reaping the rewards of being able to attract buyers interested in purchasing apartments with an operator in place, resulting in significantly higher yields compared to the traditional rental model.
How does technology influence the guest experience in apartment hotels, and where is it headed?
The apart-hotel segment is seeing a significant impact from technology. Property management systems with user-friendly interfaces are making it easier for guests to check in seamlessly. The “Internet of Things” is being used to improve the management of guest access, experience, and security. Furthermore, the apart-hotel industry is actively embracing and experimenting with cutting-edge technologies such as AI (Artificial Intelligence) to ensure they remain at the forefront of innovation. Initial trials with AI have demonstrated the potential for a future where guests enjoy a stress-free, interactive, and time-saving experience. Mastering this technology could be the key to ensuring that guests choose to stay with us again!
What challenges do apartment hotels face in maintaining a balance between luxury and homeliness?
To strike a balance between luxury and homeliness, facing several challenges in the process. They must provide personalised and authentic experiences that resonate with guests’ preferences, often achieved through immersive experiences, storytelling, and customised itineraries. Implementing innovative technology is crucial for efficient service without compromising luxury, using tools like contactless check-ins and mobile apps. Managing their reputation requires leveraging online reviews and social media effectively. Additionally, finding and retaining skilled talent, often from overseas, is essential, necessitating investment in training, cultural diversity, and employee well-being programs. Successfully navigating these challenges allows apartment hotels to offer a harmonious blend of luxury and comfort for their guests.
Can you share your vision for the future of CAG in the apartment hotel sector?
Our vision for the future in the apartment hotel sector is multifaceted. We recognise that our success hinges on a strategic blend of innovation and guest-centric offerings. Our core focus lies in two key areas:
Location and Stock Acquisition:
We are committed to identifying prime locations that resonate with traveler’s. These locations will not only provide convenience but also offer unique experiences. By securing the right stock—whether through acquisitions, partnerships, or development, we ensure that our portfolio aligns with the evolving needs of our guests.
Creating Unforgettable Guest Experiences:
Luxury and comfort are essential, but we go beyond that. Our goal is to craft memorable experiences for every guest. Whether it’s through personalised services, thoughtful amenities, or immersive storytelling, we aim to leave a lasting impression on those who choose to stay with us. In summary, our future at CAG revolves around the art of blending exceptional locations with unparalleled guest experience.
What key trends should we watch in the continuing uprising of apartment hotels?
Increased Demand for Flexibility, Remote Work, and Digital Nomadism:
As work patterns evolve, travellers seek accommodations that blend comfort with functionality. Apartment hotels cater to digital nomads and remote workers by providing spacious, well-equipped spaces where they can work, live, and relax seamlessly.
Business Travel:
Beyond leisure travellers, business professionals are increasingly choosing apartment hotels. These properties offer the convenience of a hotel with the added benefit of a homely environment, making them ideal for extended business stays.
Health and Safety Concerns:
The pandemic has underscored the importance of health and safety. Apartment hotels are implementing rigorous cleaning protocols, contactless services, and enhanced hygiene practices to reassure guests.
Technological Integration:
Smart technology is revolutionizing the guest experence. Expect features like keyless entry, personalised mobile apps, and in-room automation to enhance convenience and efficiency.
Sustainability:
Eco-conscious travelers appreciate environmentally responsible practices. Apartment hotels are adopting energy-efficient systems, waste reduction initiatives, and sustainable amenities.
Variety and Customization:
Guests seek unique experiences beyond cookie-cutter accommodations. Apartment hotels are diversifying their offerings, from boutique-style apartments to themed suites, allowing travelers to find their perfect match.
Enhanced Amenities and Services:
Beyond the basics, guests expect amenities like gyms, coworking spaces, and communal lounges. Services such as grocery delivery, laundry, and personalised concierge assistance add value.
Investment and Development Growth:
Real estate investors recognise the potential of the aparthotel market. Strategic locations and profitability are driving the development of more apartment hotels, fostering innovation and competition in the sector.
For more information on CAG Visit : www.tcagroup.co.za
Nick Cooke Chief Executive Officer Corporate Apartment Group
