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Serviced Apartment News reflects on 12 stories that shaped the travel and extended stay sectors in 2025.
January
OpenAI unveils AI agent Operator to book travel
US: OpenAI has unveiled one of its first AI agents called Operator, a system that can use its own browser to make travel reservations, fill out forms, order groceries and even create memes.
Operator, which is now available to ChatGPT Pro users in the United States at operator.chatgpt.com [a $200 monthly plan providing access to latest models], is designed to perform tasks autonomously, including looking at webpages and interacting with them by typing, clicking and scrolling.
OpenAI CEO Sam Altman has called the release “an early research preview” that currently has limitations and will evolve based on user feedback over the coming months. OpenAI also plans to launch more agents post-Operator launch, and it will be open to ChatGPT Plus, Team and Enterprise users across the world beyond that.
The goal of Operator is to “transform AI from a passive tool to an active participant in the digital ecosystem” by streamlining tasks for users and creating innovative customer experiences to drive higher rates of conversion.
Operator’s ecosystem already includes “early contributors” from the travel and mobility sectors, such as Booking.com, Hipcamp, Tripadvisor, Uber and Priceline, to help make reservations and ensure Operator “addresses real-world needs while respecting established norms”. Other partner companies include DoorDash, Instacart, OpenTable, eBay, Etsy, StubHub, Thumbtack and Target.
February
London council wins appeal against illegal C1 use case
UK: The Planning Inspectorate has dismissed an appeal against the unauthorised use of 254-256 and 258 Belsize Road, north London, as serviced apartments for short-term lets.
The appellants argued that the use of accommodation at the Sanctum Belsize Road building was C3 residential not exceeding the 90-day allowance. Prior approval had previously been granted to change the building from office to residential accommodation.
However, the Inspector agreed with the evidence presented by the council in that the accommodation was not residential flats in C3 use. It found that the use is the sui generis use of the property for serviced apartments for short-term lets.
Evidence included the advertisement of the apartments on OTAs (Booking, Expedia), through agents (SITU, London Serviced Apartments), and via the businesses’ own website.
Features consistent with short-term lets also included hotel-style key cards to operate door access and lighting; no individual post boxes or doorbells on the apartment doors; and two interconnecting apartments designed to facilitate independent or joint use.
Councillor Adam Harrison, cabinet member for planning and a sustainable Camden, said: ““This decision outlines the challenges that local authorities like Camden face in tackling unauthorised short-term lets. It sets a clear guide for us and others across London to tackle similar unauthorised short-term letting operations. This decision should send a strong message to other landlords and building owners. You need to comply with planning rules, or we will take action. At a time when we are experiencing a shortage of suitable affordable housing for our residents in the borough, we are acting to tackle this issue.”
March
Urban Rest launches Urban+ to support BTR lease-ups
Worldwide: Serviced apartment provider Urban Rest has launched Urban+, a new model designed to help BTR operators manage the lease-up phase of developments.
The initiative aims to integrate the flexibility of serviced apartments into BTR properties, offering a solution to generate revenue while securing long-term tenants.
With Urban+, the company aims to enable BTR operators the option to offer select furnished apartments to Urban Rest’s vetted corporate clients for mid to long-term stays. Guests, typically professionals on relocation or long-term projects, will have access to 24/7 guest support and flexible leasing terms.
Urban+ offers customisable parameters, allowing operators to set the length of stay, guest profiles, and income targets, with Urban Rest overseeing all aspects of operation from guest relations to furnishing enhancements.
The initiative also assists users with revenue generation: the model is designed to deliver returns above standard market rates, with Urban Rest charging a commission on bookings while operators retain additional income.
The project is being rolled out in the UK, Ireland, Australia, and New Zealand.
April
Livinc launches platform for flexible extended stays
UK: Residential rental specialist Livinc, part of the Parklane Group, has launched a new platform to simplify medium to long-term bookings for furnished accommodation across the UK and overseas.
The new platform already hosts more than 20,000 listings and enables users to book properties for anywhere from one night to one year. Livinc’s offering includes access to landlords who typically do not advertise for longer stays, expanding inventory for travellers seeking fully serviced apartments.
Designed for business travellers, remote workers, relocating professionals and extended holidaymakers, the platform prioritises flexibility, offering nightly and monthly rates with no fixed lease requirements. All apartments are fully furnished and come with high-speed Wi-Fi, ergonomic workspaces, and inclusive utility bills.
Livinc also allows users to tailor their search criteria based on location, price, duration and apartment features, with availability in key destinations such as London, Dubai, and Cape Town.
May
Earth Hotels to open Jeddah serviced apartments in 2027
Saudi Arabia: Boutique hospitality brand Earth Hotels will open its first two properties in Saudi Arabia from 2026, totalling 375 hotel rooms and serviced apartments.
Earth Riyadh, the brand’s market entry in the Kingdom, will be located in the Al Maathar district near the Diplomatic Quarter. It is due to open in Q3 2026.
It will feature 86 rooms, lofts and suites, as well as bar and lounge, a membership-based coworking space, a wellbeing area, music room, and a rooftop day club.
Earth Jeddah, opening in Q4 2027, will form part of a mixed-use waterfront development and will include 110 hotel rooms and 179 serviced apartments marketed under Earth Living. The apartments will cater to both short and long-term stays.
Amenities are set to include a coworking area, event spaces, and retail units connected to the Jeddah Corniche.
June
Marriott opens first StudioRes property in Fort Myers, Florida
US: Marriott International, along with development partners Concord Hospitality and Whitman Peterson, have opened the first StudioRes extended stay hotel in Fort Myers, Florida.
The 124-key StudioRes Fort Myers is now open for bookings, almost two years after Marriott introduced the concept in 2023.
Part of the Marriott Bonvoy portfolio, StudioRes is Marriott’s entry into the midscale extended stay segment.
Located near Southwest Florida International Airport, StudioRes Fort Myers offers studios with one or two beds, a lounge area, and a kitchen equipped with a stovetop, microwave, and full-sized refrigerator.
Guests also have access to communal spaces, outdoor patios, a fitness centre, workspaces, high-speed Wi-Fi, and streaming services. Nightly rates are expected to average around $100 (£79).
The opening marks the first of more than 40 StudioRes hotels expected to launch across the US and Canada by the end of 2027.
July
Aware Super becomes majority shareholder of The July
Australia: Sydney-based super fund Aware Super has acquired APG’s stake in aparthotel owner and operator The July.
The investment forms part of the super fund’s plan to invest £5.25 billion in the UK and continental Europe over the next five years, targeting real estate, infrastructure, and private equity opportunities. It follows the firm’s opening of a London office in 2023.
The July, which in 2020 saw Aware Super and APG acquire an equal stake in the company, currently operates four aparthotels in Amsterdam and London. The current pipeline includes three additional properties in Amsterdam, Dublin, and Lisbon.
Mathieu Elshout, senior portfolio manager – property UK and Europe, Aware Super, said: “With its uniquely diverse customer base, strong growth, and limited supply, the aparthotels market represents a high conviction subsector for Aware Super.
“The July provides an industry leading offer, and the current platform represents a strong base from which to expand the business across Europe. The strong performance of the business since we first acquired a stake in 2020 gives us great confidence in its future, and we are confident this investment will be a strong addition to our portfolio, which will look to deliver robust returns for our 1.2 million members in Australia,” he added.
Alex Goad, co-founder and CEO of The July, said: “This transaction represents an important milestone in the history of The July, as with its high-quality offer, unrivalled locations, and strong development pipeline, the business is ideally placed to benefit from the increased demand for aparthotels across Europe. Aware Super has been a supportive partner for five years, and we look forward to collaborating still further as we take The July to the next level.”
August
SilverDoor and Synergy to merge operations under single group
UK/US: Habicus Group, owner of SilverDoor, and The Ascott Limited, parent company of Synergy Global Housing, will merge SilverDoor and Synergy’s operations to unite the brands under a single group.
The joint venture will be led by Habicus, with Ascott holding a strategic interest. The integration is expected to complete in early 2026.
The merged group will operate under the SilverDoor entity, with two brands: SilverDoor for global agency services, and Synergy by SilverDoor for global corporate housing management.
Synergy by SilverDoor will run branded apartments in the US, Ireland, and the UK, with further expansion planned. Customers will gain wider coverage, improved booking technology, and a unified supply chain.
The business will be headquartered in London, employ over 450 people, and operate in 16 cities across nine countries. Leadership will remain with SilverDoor founder and executive chairman Marcus Angell and CEO Stuart Winstone.
September
Ascott’s Citadines surpasses 200 properties worldwide
Singapore: The Ascott Limited, CapitaLand Investment’s lodging business unit, has achieved a key milestone with its Citadines brand surpassing 200 properties worldwide, reaching 205 properties with about 35,000 units.
More than 60 per cent of these are already operational, underscoring the brand’s strong momentum in the upper-midscale segment.
The company said that growth has been powered by rapid conversions and franchise agreements.
Since its brand refresh in 2022, Citadines has signed more than 50 properties, adding about 8,000 units across 18 cities including Colmar, Liverpool, Surabaya, Phu Quoc, Marrakech, and Kuwait.
In China, the brand expanded into eight additional cities, while franchise signings now make up a growing share of the portfolio, particularly in fast-maturing markets like China and Morocco.
Many of these openings are converted properties such as Citadines Antasari Jakarta and Citadines City Centre Liverpool, which has opened its doors three months after the conversion started.
October
Waymo for Business launches ahead of London expansion
US/UK: Ride-hailing service Waymo, owned by Alphabet, has introduced its Waymo for Business corporate travel service as the company prepares to bring its driverless taxis to London next year.
Waymo is actively seeking partnerships with employers, universities, and event organisers to support with corporate transportation needs.
Waymo for Business, which is currently live in Los Angeles, Phoenix and San Francisco, provides a business portal for travel managers alongside reporting tools to track budgets and monitor activity.
For event organisers, customisable promo codes can also be made available for attendees to redeem.
The launch comes as Waymo reveals plans to launch its autonomous driving services in London from next year. The company said it is working with UK authorities to secure the necessary permissions to operate autonomous vehicles in the capital.
November
Sonder initiates immediate wind down of operations
US: Sonder Holdings has announced it will “complete winding down operations immediately” and expects to initiate a Chapter 7 liquidation of its US business.
Earlier today, SAN reported that Marriott had terminated its licensing agreement with Sonder due to a default from Sonder.
The agreement, originally signed in 2024, planned to see more than 9,000 Sonder units join Marriott’s portfolio by the end of that year, with approximately 1,500 units to join its system in the future.
On Sunday, Marriott said the agreement is “no longer in effect due to Sonder’s default”. Sonder is no longer affiliated with Marriott Bonvoy, and Sonder properties are not available for new bookings on Marriott’s channels.
Now, Sonder has said the company faced “severe financial constraints arising from, among other things, prolonged challenges in the integration of the company’s systems and booking arrangements with Marriott”.
Following the termination, Sonder engaged “numerous strategic and financial parties” but was unsuccessful in reaching a viable going concern transaction for its business and operations, or in obtaining additional liquidity. The company’s board of directors have made “the difficult decision” to wind-down operations and pursue a court-supervised liquidation of the US business immediately.
December
Aberdare aparthotel and spa recommended for approval
Wales: Rhondda Cynon Taf County Borough Council has approved plans for the conversation of former office buildings at Rock Grounds in Aberdare into an aparthotel and spa complex.
The main aparthotel will feature eight rooms across the ground floor and a further 11 on the first floor, ranging from studios to two-bedroom apartments.
Facilities on the ground floor will include a gym, an office room, and a back-of-house area. The building will be extended to accommodate the rooms and amenities.
A second building on site is set to be converted into a restaurant, along with outdoor seating area.
A new three-storey spa building is proposed to the southwest of the planned restaurant. Facilities include changing rooms, an indoor pool area with an open ceiling extending up to the third floor, a hot tub, vitality pool, and both a sauna and steam room.
The first floor is set to feature a dining area for the spa along with an outdoor terrace. This level will also offer four treatment rooms, changing facilities, and a dedicated recovery room with an outdoor terrace.
The third floor of the spa will house additional accommodation, consisting of five hotel bedrooms, each with an en-suite bathroom and a private terrace.
To the north of the spa will be a farm shop and cafe.
