Jonathan Humphries of HoCoSo previews the concept development session at this week’s Serviced Apartment Summit Europe.
With the advent of new brands being created in the ever expanding extended-stay and serviced apartment sector in Europe (ES&SASEU), owners and operators constantly try to find attractive and innovative ways to retain their clientele.
It is a valid time to stop and ask the following question: Which innovations are occurring in the sector and how does this compare to the traditional hotel space? First up, brand development, on a meaningful scale: It is a relatively new phenomenon in the serviced apartment and extended stay sector. Some of the newcomers have had the opportunity to stand on the shoulders of the more traditional hotel brands such as Locke by SACO, MODE by BridgeStreet and capri by Fraser. They are targeting the savvy, urban traveller, with stylish FF&E and fresh F&B concepts.
Focus comes on space utilisation and optimisation as these new concepts have been conceived by investors with sophisticated real estate experience. No wonder every square meter developed has been envisaged in ways to impact the future residents. It is a real estate developer’s raison d’être.
ES&SASEU products have always been leanly operated, in some instances with only the basics and a limited service – think of a pin-code entry and no more than a weekly cleaning service. However, the new concepts that are surfacing have been redefining this sector’s hospitality norms by creating host-like experiences and services curated and flexible for the extended-stay customer.
Meanwhile, the traditional hotel sector is taking notice. The growing success and profitability achieved by the ES&SASEU is extremely alluring. So in turn, it is adapting, if not transforming, its traditional service offering. Adagio, on the other hand, is totally revamping its public space across its portfolio, with more guests needing less of a “functional”, and a more of an “emotional” experience.
Join us for more on these topics, plus the integration of technology novelties at our panel discussion on “Innovation and Concept Development” at the Serviced Apartment Summit Europe, Park Plaza Victoria, London, Thursday 13 July 2017.
Jonathan Humphries, chairman of HoCoSo will be hosting a panel with the brand expansion leaders of these highly successful organisations:
• Paul Rands, VP Development, BridgeStreet Global Hospitality
• Eric Jafari, Managing Director, SACO Property Group
• Baptiste Valois, Concept and Design Manager, Aparthotels Adagio
• Marcel Lindt, Director of Business Development, Frasers Hospitality</p
