Simon McGrath, CEO of Accor Pacific, tells SAN about the company’s The Sebel serviced apartment brand.
• Who is the target guest demographic for The Sebel, and how much does this vary from one property to the next?
“The Sebel attracts travellers seeking apartment-style accommodation in Australia and New Zealand and they are predominantly from urban locations, aged 25 to 44 years old. These guests seek a mix of independent space and exceptional service. The Sebel’s spacious and contemporary apartments offer guests privacy, as well as kitchen facilities and a dining area, allowing for tailor made self-sufficiency.”
• What is the approximate split between business and leisure travel and what is the average length of stay?
“Overall, 75 per cent leisure and 25 per cent corporate and the average length of stay for the brand is two to 2.5 nights.”
• How has business been affected by the pandemic relative to other hotel brands? – in Europe and the US extended stay and serviced apartments have outperformed the wider hotel market, is this the case in Australasia?
“The serviced apartments sector has been rapidly growing in popularity. We are expecting to see a further boom in this area, particularly in the current climate, as serviced apartments limit unnecessary contact with other guests and offer a safe and secure way to travel. Guests can keep to themselves or mingle with their fellow travellers, serviced apartments offer a safe and secure way to travel.”
• How well known is the serviced apartment model by leisure and business travellers in the region?
“Over the past decade, there has been an increased need to provide accommodation solutions for guests wanting longer-term stays, increased flexibility and more space. The travel industry has evolved to accommodate this consumer trend, and serviced apartments now account for 25 per cent of accommodation solutions in Australia.”
• How is the sector viewed by investors and owners? Is it becoming more popular?
“Real estate and property investors recognise the market’s growth potential and are becoming more interested in these opportunities, because of the high ROI of apartment models.”
• Do you operate extended stay properties or serviced apartments under any of Accor’s other brands in Australia and New Zealand? Do you have plans to add more?
“Accor’s trusted Mantra, The Sebel and Peppers brands are bringing quality and credibility to the serviced apartment sector, and serviced apartments are projected to expand over the next five years, as the globe recovers from the COVID-19 pandemic. Accor Pacific has a strong serviced apartment development pipeline.”
