SERVICED APARTMENTS
MAKE
YOURSELF
AT HOME
UK serviced apartment
providers are on a quest to
attract more business travellers,
reports Michelle Harbi
H
Visit businesstraveller.com
SEPTEMBER 2014 39
V
ave you stayed in a serviced apartment recently?
extended stays.“We’ve seen a lot of growth in Aberdeen.
According to a recent survey of more than 500 readers
Some of our members have ventured further west, down to
on our website (businesstraveller.com/polls), only 36 per Plymouth. It’s about building the net around the UK and
cent have checked into one in the past year.
strengthening the stock that’s available, but certainly we’re
Perhaps those of you who haven’t are missing a trick.
seeing tremendous growth in the major cities, and also the M4
James Foice, managing director of the Association of Serviced
corridor – Reading, particularly.”
Apartment Providers (ASAP) – which numbers 73 operators
Caroline Saunders, communications manager at agent
and agents in the UK and Ireland as its members, representing
Silverdoor – which has about 20,000 apartments in its UK
more than 13,000 apartments – sums up the benefits.
network – agrees.“In Scotland, Aberdeen and Edinburgh
“The advantages serviced apartments bring include more
are seeing significant investment. In England, Manchester,
space – having your own kitchen is great, you can use the
Birmingham and Bristol are seeing more serviced apartments
apartment as a meeting place, and working is far easier than
being erected as media, IT, finance and insurance, as well as
it would be in a hotel room,” he says.“For a business traveller,
the private job sector, demand more accommodation options,”
it’s the flexibility of it, and in terms of cost effectiveness,
she says.
you’re not paying for the facilities and services that a
One particular growth area is “aparthotels” – as the name
traditional hotel has to have, such as restaurants, room service
suggests, these are properties offering hotel-style services,
and laundry provision.”
facilities and booking systems with no minimum stay. Major
As Jo Layton, managing director of group commercial sales
hotel operators such as Accor (with its Adagio brand), IHG
for the Apartment Service, points out, they can make particular (with Staybridge) and Jumeirah have recently been making
sense for trips of a week or more.“If you consider the cost of
inroads into this part of the sector, and Savills predicts a
a hotel suite of the same size and then compare the cost with
growth in the variety of aparthotels on offer in the future.
the nightly rate for an apartment for a length of stay over seven
Where the challenge may lie is in increasing consumer
days, the cost for the space becomes very reasonable,” she says. awareness. In attracting business, apartment operators are
The sector certainly seems to be growing fast. In July, the
often up against the well-known international hotel brands
ASAP announced that its members would open 1,276 new
and their global points-earning programmes. Foice says
apartments in the UK and Ireland this year, an increase of
awareness has increased but that raising the sector’s profile
about 10 per cent in their total stock. Some
is one of the ASAP’s key objectives.“We
70 per cent of these new openings will be
will be trying so much harder this year to
‘The development of a
in London.
put the serviced apartment product on
classification system is
Arlett Oehmichen, director of consultancy
everybody’s lips,” he says.
crucial to foster industry-wide One way of doing that is to standardise
HVS London, which published a report
entitled The European Serviced Apartment
security and transparency’ the industry – both in terms of product
Sector: Growing Up in July, said: “Over the
and distribution. HVS’s Veronica
next few years, London will see significant increases in supply,
Waldthausen argues: “The development of a classification
particularly in the eastern and southern parts of the city.”
system or a specific ‘serviced apartment’ certification in the
Foice reports that demand is as buoyant as supply: “[Our
UK is crucial to foster industry-wide understanding, security
members’ occupancy] continues to be extremely healthy, and
and transparency.”At London’s Serviced Apartment Summit
they tell us that availability during peak periods is regularly at
in July, led by HVS, delegates agreed to a charter with set
100 per cent.” The HVS report found that the UK sector had
definitions for the marketplace.
recorded a healthy growth in RevPAR (revenue per available
For its part, the ASAP has brought in a quality assessment
room) over the past three years, with the average daily rate for
programme for its operators, which they will have to pass
2013 being about £115 and occupancy standing at 83 per cent.
to qualify for the association’s new full membership status.
According to last October’s Savills UK Serviced Apartment
Assessors view up to ten of an operator’s apartments in a day
Report – which hailed 2013 as “the year serviced apartments
and stay at a property overnight, scoring everything from the
evolved” – there is room for further expansion. Its research
quality of the mattress to arrival and departure procedures.
suggests that central London is undersupplied compared
On the distribution side, meanwhile, the Apartment Service
with other global cities – it has 1.6 apartments per 1,000
is spearheading the TAS Alliance, which unites independent
business visitors, compared with 5.7 units in New York and
suppliers under a sole representation, sales and marketing
5.3 in Hong Kong. Look beyond the capital and figures are
platform,“providing access to a fully connected supply chain
even lower – only 0.6 per 1,000 visitors in Birmingham and
bookable by individuals or companies”, Layton explains. To
0.9 in Manchester, suggesting potential hotspots for investors
sign up, operators must agree to comply with a range of service
to tap into.
obligations.“Five key areas that are focused on are guest care,
Still, Foice has noticed plenty of development outside
uniform levels of 24-hour assistance, internet, commitment to
the capital – good news for readers who travel regularly
quality service and a clean apartment that works,” she says.
around the country and are seeking accommodation for
It will be interesting to see the impact such initiatives will
have in the coming years. In the meantime, here is a round-up
of new properties to try on your next trip to the capital.
Pictured: Deep Blue Marble Arch
SERVICED APARTMENTS
Clockwise
from right:
Ashburn Court
Apartments by
Maykenbel; Saco
London Bridge;
Cheval Harrington
Court living room
and bedroom
CHEVAL HARRINGTON COURT
In June, Cheval opened these four-star South Kensington
apartments (formerly operated by Go Native) following a
four-month refurbishment. The five-floor property features a
smart, hotel-style, 24-hour reception and is decked out with
vintage shots of the area sourced from the Museum of London.
There are 33 studios and one-, two- and three-bedroom
apartments with no minimum stay, along with 14 units for
stays of at least three months. Stylishly designed and with
plenty of light, most have balconies and all feature Nespresso
machines, iHome docks, robes and safes. A welcome pack
with the likes of muesli, bread and biscuits is provided, and
meals can be ordered for delivery. Apartments are cleaned
every weekday and guests receive passes for the local Fitness
First gym. The opening follows the launch of the Cheval Three
Quays apartments next to the Tower of London in March –
visit businesstraveller.com/tried-and-tested for a review.
Q 13 Harrington Road; chevalresidences.com
ASHBURN COURT APARTMENTS BY MAYKENBEL
PROPERTIES
40 SEPTEMBER 2014
SACO LONDON BRIDGE
Saco unveiled its latest London apartments in June. Housed
in a new-build off Union Street, five minutes’ walk from
Southwark Tube station, there are 18 one-bed units between
the third and eighth floors – some offer Shard views and all
have balconies. Bright and modern, they have open-plan living/
dining rooms and bathrooms with combined tubs/showers and
L’Occitane toiletries. Seven-night minimum stay. Saco opened
five Covent Garden apartments on Arne Street in May.
Q Rosler Building, 85 Ewer Street; sacoapartments.com
GO NATIVE MONUMENT
Open since June, this new Go Native property is housed
in a renovated 1980s office block a couple of minutes’ walk
from Monument Tube station. Its 41 apartments – mostly
studios and one-bedroom units – are chic and homely, with
custom-made furniture and deep blue velvet armchairs and
headboards. Copper is a recurring theme – a reference to the
urn that sits atop the Monument itself, in memory of the Great
Fire. All are equipped with glossy grey kitchens, and some offer
views of the Shard. Reception is manned 8am-8pm, with self
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Maykenbel runs 11 properties in Mayfair, Kensington and
Belgravia (hence the name). In January last year, it opened its
latest, Ashburn Court, following a refurbishment to four-star
standard. Located in an 1870s townhouse a few minutes’ walk
from Gloucester Road Tube station, the 19 studios and one- to
three-bedroom units are attractively furnished with dark wood
floors and sleek kitchens. Breakfast and evening meals can be
ordered from caterer Room Seasons, which bikes them over for
heating up. There is a 24-hour reception and six times-weekly
maid service, and the minimum stay is two to three days. Other
properties include 130 Queen’s Gate – see businesstraveller.
com/tried-and-tested for a review.
Q 1-2 Ashburn Gardens; maykenbel.com
SERVICED APARTMENTS
Left/above left:
Go Native Monument
Right/above right:
City Marque
Monument
check-in at other times and a 24-hour guest support line. No
minimum stay. Go Native also opened 19 apartments close
by in India Street last month, and will launch units at Garrick
Mansions near Leicester Square this month, in America Square
in October and in Bear Gardens on the South Bank next year.
Q 14 Lovat Lane; gonative.com
CITY MARQUE MONUMENT
Next door to Go Native, City Marque (formerly Boutique
London Lets) opened eight two-bedroom units in April, along
with a three-bed, top-floor penthouse with a roof terrace
overlooking City landmarks. Each features stylish furniture,
oak flooring and modern kitchens. Entrance is by access code,
and there is a 24-hour guest support line. Two-night minimum
stay. City Marque has 17 properties in Zone 1, and was in
the process of opening new apartments in Clerkenwell and
Lambeth North as we went to press.
Q 10-13 Lovat Lane; citymarque.com
CITY APARTMENTS PHILPOT HOUSE
42 SEPTEMBER 2014
OAKWOOD GREAT TOWER STREET
Oakwood opened a new property of nine one- and twobedroom apartments a few minutes’ walk from Tower Hill
station last month. Available for seven-night minimum stays,
they are contemporary in design, with zebra-print cushions
and blue rugs. Facilities include Smart TVs, good-sized
wardrobes, walk-in rainshowers and video entry systems. In
April the company also opened eight one- and two-bed units
in a restored 13th-century building on Ludgate Broadway.
Q 23 Great Tower Street; oakwood.com
SKYLINE WORLDWIDE ALTITUDE E1/
ONE COMMERCIAL STREET
Skyline launched apartments in two new mixed-use towers
by Aldgate East station in April. The 27-storey Altitude E1
tower on Alie Street has 20 one- and two-bedroom Skyline
apartments, with a communal roof terrace on the 25th level.
The operator also has ten one-bed units in the 21-floor One
Commercial Street. Both buildings feature smart hotel-style
lobbies manned 24 hours. Apartments are kitted out well and
some overlook landmarks such as the Gherkin and the Shard.
The company operates a meet-and-greet service and a 24-hour
guest support line. There is quite a lot of building work going
on in the area at the moment, but it’s convenient for the City.
Three-night minimum stay.
Q liveskyline.com
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This serviced corporate accommodation specialist has been
operating in and around the City for 15 years. Dealing solely
with company bookings – it counts many of the Square Mile’s
top firms among its clients – it opened its latest property in an
18th-century Grade II Listed house across from the “Walkie
Talkie” building on Fenchurch Street in June. Accessed through
a gated courtyard, the property comprises 36 well-equipped
studios and one-bedroom units featuring timber floors and
colourful London-themed artworks. Free unlimited wifi and
cheap international calls are provided, along with weekly
cleaning. A staff member will meet you on arrival to show you
around, and there is a 24-hour guest support line. A generous
welcome pack of food is provided, and staff will even do your
grocery shopping for free.
Q 2-3 Philpot Lane; cityaparts.com
Clockwise from top
left: City Apartments
Philpot House; Skyline
One Commercial Street;
Skyline Altitude; Oakwood
Great Tower Street
It’s nice to be recognised...
We are delighted to announce that we were awarded
Most Innovative Serviced Apartment Operator at the first ever ASAP
(Association of Serviced Apartment Providers) awards.
‘‘SACO’s TrustYou product summarises guest reviews on different websites and brings
them into one screen,’’ commended James Foice, ASAP’s Managing Director. ‘
‘The judges felt that this aggregation of content was an impressive
and compelling example of innovation.’’
Despite over 18 years experience, we like to think we’ve only just begun.
Welcome to SACO The Serviced Apartment People.
Why not call us on +44 (0) 203 405 2877 and tell us what your business needs?
www.welcometosaco.com
Visit businesstraveller.com
SEPTEMBER 2014 43
SERVICED APARTMENTS
Clockwise from right:
Staycity Greenwich;
Deep Blue Earls Court;
Grosvenor House
Apartments by Jumeirah
Living; Apple Belfast; Old
Town Chambers living
room/bathroom; Marlin
Westminster Bridge Road;
Deep Blue Marble Arch
OTHER UK NEWS
Q STAYCITY opened apartments across two
Greenwich locations this summer – 68 on Greenwich
High Road and 93 at Deptford Bridge. A mixture of
studios and one-bedroom units, there is no minimum
stay. The company is due to open 170 units in
Birmingham next May. staycity.com
Q DEEP BLUE’S FLYING BUTLER
APARTMENTS opened ten studios, one- and twobed apartments in Earls Court last September. It also
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May. Minimum stay four nights. flying-butler.com
Q IHG’S STAYBRIDGE SUITES is to launch a
93-suite extended-stay property on Vauxhall’s Albert
Embankment in December. A 168-suite property
opened in Birmingham last December.
ihg.com/staybridge
Q MARLIN APARTMENTS is to open a new
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marlinapartments.com
Q ACCOR’S APARTHOTELS ADAGIO brand has
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will also open in Birmingham early next year, and in
Edinburgh in 2017. adagio-city.com
Q LONDON’S GROSVENOR HOUSE
APARTMENTS CZ+VNFJSBI-JWJOHIBTBEEFEBOFX
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Fortnum and Mason hampers. jumeirah.com
Q HOUSE OF FISHER, XIJDIPQFSBUFTJOTFWFSBM
locations in the Thames Valley region, opened a 50-unit
aparthotel on Reading’s Kings Road in January, offering
on-site parking and a gym. stayhof.com
Q OLD TOWN CHAMBERS,BOFXmWFTUBS
property in Edinburgh, opened last year as part of a
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city’s oldest townhouses, just off the Royal Mile. It has
36 apartments – from studios to three-beds – with 14 to
follow next year. lateralcity.com/old-town-chambers
Q APPLE APARTMENTS opened 35 one- and twoCFEVOJUTJO#FMGBTUT0CFM5PXFSoXIJDIBUTUPSFZT
is Ireland’s tallest building – in July, joining its properties
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44 SEPTEMBER 2014
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