Lifestyle brands

The concept of lifestyle hotels can be a divisive one. Many dislike the term due to its vagueness, while companies such as Accor have prescribed a metric to the lifestyle segment as generating more than 40 per cent of its F&B revenue. Whichever your standpoint, lifestyle brands can be generally characterised as offering unique design, encouraging social interaction, and delivering personalised service.

Within the extended stay industry, there’s been a distinct lack of lifestyle brands. Edyn’s Locke aparthotels were early pioneers of the concept and probably the most successful example to date. Over in the States however, the founder of Palisociety Avi Brosh has been rolling out the group’s apartment brand Palihouse since 2013 and will open its fourth property this autumn in Tampa.

Whilst Palihouse represents a small number of properties in relation to the 18-strong Palisociety portfolio, we may see increased brand expansion efforts. Within the lifestyle space, Ace Hotels is set to launch its extended stay brand Pied-a-Terre, and Sircle Collection will introduce its aparthotel brand Áterre next year. New lifestyle players will continue to cement serviced apartments and aparthotels within mainstream hospitality, opening up development opportunities for exciting projects.