Urban residences combine flexibility and conviviality

By incorporating lifestyle codes, those little things that make up contemporary everyday life and the plastic that goes with them, the long-stay hotel industry aims to appeal to an ever-growing proportion of travellers. It adds a touch of design here, a dash of technology there and, more recently, a touch of comfort, lots of conviviality. "This is the axis around which the transformation of our establishments revolves"explains Karim Malak, Managing Director of Adagio Aparthotel. Since last year, the brand co-managed by Accor and Pierre & Vacances has been rolling out its new lobby concept. The Circlealready present in around twenty establishments and will be in a further 24 this year. Combining shared kitchenThese new-generation public spaces, with their communal tables, musical instruments and table football, are alternately a breakfast room in the morning, a workspace in the afternoon and a place to relax in the evening.

For a long time, urban residences have emphasised their flats equipped with kitchens. Kitchenettes that allow travellers to relax in complete privacy without having to go out to eat every day, and corporate financial departments are just as keen on this option. At this still a strong pointToday, the long-stay hotel industry is adding a new component to its mix, thanks to some lively lobbying. "Most of our customers are away from home for several days or even weeks.says Karim Malak. We offer them the chance to come out of their isolation."As for the business groups, these venues allow them to spend the evening together, without having to meet in each other's flats.

Socialisation is an essential element, all the more so because a competitor like Airbnb cannot boast this user-friendly aspect. However, the long-stay hotel industry did not wait for the rise of the American disrupter to address this issue. A pioneering brand created in 1975 and acquired by Marriott more than twenty years ago, Residence Inn has made a name for itself in the hotel industry. social events one of the historical pillars of its offer. Recently opened next to Blagnac airport, the Residence Inn Toulouse is proud to offer free themed evenings two or three times a week: cookery classes, video games, courses in ?nology, pizza-making...

While brands from the United States such as Residence Inn and Staybridge Suites, part of the IHG group, are used to doing this, Adagio is also introducing these customer events through the deployment of its Circles. "We have organised over a thousand such events in recent months, including aperitifsraclette or crêpe evenings at Candlemas"says Karim Malak, whose company has set itself the target of one event per week per establishment.

Although not all of them are going that far, most players are carrying out in-depth reviews of their public spaces. "We aim to offer our customers the opportunity to not having to spend all their time in their homesays Philippe Mettey, Vice President Sales and Marketing Europe at Ascott, the world leader in long-stay accommodation. That's why we make sure that our spaces are warm and welcoming."The Citadines network is seeing the emergence of shared kitchens, sofas for relaxed lounging, and lounges for cosy meetings.

For a long time, urban residences have emphasised their self-catering flats, which allow travellers to relax in complete privacy.

This development is part of a cycle of refurbishments at a number of establishments. While Citadines embarked on a renovation plan several years ago, marked by the unveiling of new settings in Munich and in Paris, near the Trocadero and soon at Les Halles, Adagio will also be entering a phase of major renovation. Around forty establishments, most of them in France, will be renovated over the next four years. Without waiting for them to be completed, the brand is adding practical features such as storage space for the personal belongings of travellers who return from week to week, but leave again at the weekend. Another new feature is a breakfast offer based on the wellbeing and healthy trend, with a selection of healthy, organic and local products.

In the same way, Appart'City has embarked on a vast restructuring plan which has already resulted in the upgrading of around forty establishments. At the same time, completely renovated residences are being built, such as the one in Montpellier St Roch, followed by two others in Toulouse and two in Lille. On the agenda, of course, are revamped common areas to live in throughout the day, as well as contemporary flats and food corners offering takeaway meals. "Travellers who arrive late don't necessarily want to go out for dinner, but rather to relax in their flat in front of the television."says François Sabatino, Chairman of the Appart'City Management Board.

High-tech fashion

To this end, Appart'City will be deploying 16,000 state-of-the-art Samsung 4K televisions over the next three years. In addition to their ultra-high-definition picture quality, they will also be equipped with a Chromecast system allowing the content of mobile tools to be projected onto a large screen. "Today, 99 % of our customers have a smartphonesays François Sabatino. Rather than imposing one or other of the operators, we're allowing them to push the envelope on television. their Netflix, Canal + or BeIn." This also requires very high quality wi-fi, which has been put in place with the company Wifirst. Ascott, which will also be offering the Chromecast solution in some of its residences, has also made huge investments in wi-fi. "Executives on the move need to access their network, download large files, etc."says Philippe Mettey.

The Citadines feature shared kitchens, sofas for relaxing on, and lounges for cosy meetings.

Residences are also looking to the future in a high-tech way. In its new establishments, Appart'City is going to roll out smartphone access to flats, a solution also being considered by Adagio. At the same time, this brand co-managed by Accor is exploring new avenues. "For example, using an app, customers can find jogging partners or ask the establishment to fill the fridge before they arrive.explains Karim Malak. We are also testing with start-up Vivoka a voice assistant capable of controlling the flat's home automation system."If the era of residences crammed with technological gadgets is approaching, Ngor Houai LeeAscott Europe's Deputy Managing Director, however, is cautious: "Connected objects are one of the areas we're looking at. In my opinion, it's still a bit premature. But in five years' time, things will be much more stable."

Whatever the case, this development in the long-stay hotel sector will in line with the expectations of millennialsThis is the customer segment that the sector is targeting with its lively brands. Since 2012, the Capri by Fraser brand, part of the Frasers Hospitality group, has been playing on a work & play spirit that extends from communal areas to laundries equipped with Xbox Kinect consoles. Present in Europe in Barcelona, Frankfurt and Berlin, and also expected in Leipzig in 2020, next year the brand will unveil a new residence in the Ginza district of Tokyo. The establishment, with its vertical zen gardens and topped with a wooden roof, is designed by Kengo Kuma, the architect of the Olympic stadium. "Its understanding of the psyche of the new generation of travellers, who make up the majority of our guests in all our Capri by Fraser residences, translates into social spaces that will capture the imagination."said Choe Peng Sum, Managing Director of Frasers Hospitality until February this year.

The development of the long-stay hotel sector is in line with the expectations of millennials, to whom the sector is addressing itself through brand names that are full of pizzazz.

Capitalizing on the aspirations of digital nomads, the Ascott group has developed the LyfThis year's launch in Singapore will be followed by other destinations in Asia - including Shanghai, Kuala Lumpur and Bangkok - and no doubt one day in Europe. "This brand is fully in line with this trend, with smaller homes and more spacious apartments. large public spaces with a community kitchen, coworking spaces..."says Philippe Mettey. Adagio, for its part, is looking at another emerging trend, coliving, which is potentially attractive for business groups in project mode or as part of training courses. "It won't be a 100 % building designed for young adultssays Karim Malak. More like an intelligent addition to our existing offer, probably with large flats with several bedrooms and showers, grouped around a large communal area with a kitchen."

Chic at home

However, while pleasing tomorrow's executives is in the air, the long-stay hotel industry is not forgetting the professionals who are used to certain attentions by offering them more "statutory" establishments. Fraser Suites has a long-standing presence at Claridge's on the Champs-Élysées and in London's very chic Kensington district. At the beginning of May, the five-star brand from the Singaporean group moved into a new listed building in HamburgThe former headquarters of the Oberfinanzdirektion will be transformed into a residence with 154 flats, most with views over the canals of the Alster. It is also in Germany, in Frankfurt and in 2022, that the Ascott brand will appear, made up of elegant establishments and hitherto developed mainly in Asia Pacific and the Middle East by the eponymous group. At the same time, Ascott is continuing to develop its luxurious Crest Collection with the opening of a third La Clef establishment in Parisnear the Champs-Élysées. A former private mansion given a contemporary makeover, but without a shared kitchen, as prestige dictates.