6 minute read
Q & A Corner with Nick Cooke
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 a spacious 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. AparthotelaApart-hotels 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 aparthotelapart-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 Aparthotelapart- 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 Aparthotelapart-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 Aparthotelapart-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 guestcentric 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 recognisze the potential of the apart-hotel 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
