Sponsored content: SAN talks to COO Thiago Hahn about QIG, which launched at the end of 2021.
QIG is the umbrella group for a global portfolio of serviced apartments and Q Global Network (the agency part of the business), which is recognised as one of the top providers globally for temporary living stays, and a new aparthotel brand, which will be revealed this year.
SAN: How would you describe QIG?
TH: We are a hospitality investment group with the vision of being a consolidator group within the alternative accommodation sector, by utilising our leadership team expertise & experience and our investor financial capabilities to acquire, invest, create, and develop brands with unique vision that can provide not only great product & service, but most importantly that can be innovative, forward thinking and help shape the future of this sector.
SAN: How did QIG come about?
TH: We began talking about the idea of forming a group like QIG in 2019 and the best way to come into the market. When the opportunity came in 2021 with Q Apartments restructure, separating their international business from Q Denmark, it was perfect for us. Being able to join this exciting market with Q Apartments reputation, market presence, knowledge, and experience, we couldn’t have asked for a better way of starting our group.
SAN: Can you share some of QIG’s successes?
TH: Our first big success for sure was the acquisition of Q Apartments in the UK and its Global Network business. We have been focusing on that for the past year, reshaping it, adjusting portfolio, processes, systems, and more… We are on target on what we planned when we took over, and that’s why we are now focusing on the second acquisition which is to revolutionise and enhance the Global Network business with a Tech Platform.
SAN: Can you tell us about your strategy for expanding into new markets for both serviced apartments and aparthotels?
TH: We have 3 main focuses:
1. Serviced Apartments – we are looking to re-shape this into a more ‘modern’ offering and expand our portfolio in London, with New York currently on the cards too. We will bring a new brand to replace/refresh Q Apartments, this will come out by mid of the year and will move us more towards a modern, younger and technology driven offering.
2. Our Global Network – this is a focused area for us, and we are currently working on a big change in this business. Technology is at the centre of this change, and we understand we need to be ready and invest in something different. Customers either B2B or B2C have online, self-service habits and almost everything we consume is directly online, there is no reason why renting a temporary apartment should be different. So, we are looking to expand in this market via technology.
3. Aparthotels – the creation of a new Aparthotel brand is on the plans for 2023, the plan is to bring a new, modern, boutique Aparthotel brand to the main capitals of Europe. We will start the work on this in the second half of the year.
SAN: What else can you tell us about the new aparthotel brand?
TH: The only two things we can share right now is that this will be a boutique brand and focus on the main capitals of Europe.
SAN: What about the agency side of the business?
TH: We believe the future of the agency business is a full self-service technology platform, so we are currently focused on understanding how we will be able to deliver this. We have great clients, suppliers and people with experience to manage this demand globally, we need the right technology now to enable significant growth.
SAN: Who are your investors?
TH: We are proud to be funded by Glade Capital, part of Sage Capital Global, a single-family office group with a variety of investments worldwide. Their ventures throughout North America, Europe and Asia are focused on Real Estate, Venture Capital and more, and have an aggregate value in excess of US$3.5 billion.
SAN: Is the digital nomad here to stay?
TH: Yes I think the digital nomad is here to stay. The world has changed a lot, people are living on the go, and prioritising flexibility, sometimes driven by work or personal reasons, or sometimes just the desire to live in and explore different places – this cultural shift and freedom is here to stay. Originally our demand came from corporates, so it was all to do with the company’s needs, but now it’s about everyone’s needs, and we’re certainly focused on implementing the right products, technologies, and digital strategy to best serve this digital nomad.
SAN: What keeps you on your toes in this sector?
TH: For the last ten years people have said this industry has been changing and evolving, but now more than ever, it really is changing fast. You have big investors with ‘Build-to-Rent’ platforms, big hotel chains coming to the sector, and start-ups with different ideas all over the world. There is a lot of funding and different ideas, especially in tech. What keeps us on our toes is seeing what is happening. You might see a brand with 3,000 units with no reservations team and everything they do is digital. Are we going to be like that? Probably not, but it’s good to see there are different ways to do things. People are pricing differently, and doing contracts differently, and that is what keeps us on our toes. I see the diversity as a positive way of getting ideas and seeing what else we can do, to be better and be different.
SAN: How will you stay ahead of other brands?
TH: I don’t think you need to stay ahead. You need to stay current to your industry and keep looking and evolving as a business – it’s not about being better than the others, it’s about being current and better than yourself yesterday, and if you are current you will not be looking over your shoulder.
