Welcome Family" and pet-friendly offers, special rates for senior citizens... And what about business travellers? Without, far from it, turning its back on its main clientele, Appart'City is relying on the growing recognition of aparthotels to strengthen its appeal to the general public. " We have plenty of room for improvement in leisure activitiesunderlines Vincent CompagnonCEO of Appart'City. While corporate customers represent 65% of our businessWe would like to see a new 50-50 balance." . While pointing out that the number of corporate customers has increased since the beginning of the year, " while its volume has fallen in absolute terms. Which means that our market share has increased" .
Value for money, fully-equipped kitchenettes, size of studios and flats: many professionals are well aware of the advantages of the hotel apartment concept. well anchored in the minds of travellers. According to the 2nd IFOP barometer carried out for the French leader with its 94 urban residences, more than one traveller in two (54%) clearly identifies the offer on offer. And more generally, whether they know it or are told about it, 77% of French people agree with the statement that apart-hotels offer the "best of both worlds".
To try it is to adopt it: according to this survey of 1,500 people carried out last April, 81% of travellers who have already stayed in an apartment hotel are likely to choose this accommodation solution for one of their next trips. The survey also found that 70% of 25-59 year olds and families with children under 14 were likely to choose this type of accommodation. A solid foundation on which to build tailored offerings At the same time, intergenerational travel - involving parents and children, but also grandparents and grandchildren - has become the norm.
In this context, 26 Appart'City establishments offer Welcome Family with a welcome kit, children's games in communal areas and even outdoors, as well as plug covers in bedrooms and children's crockery in restaurants. Above all, you can be sure of finding a cot and high seat so you don't have to carry them. At the same time, to appeal to pet owners, primarily dogs - including, potentially, business travellers - Appart'City has seen around thirty of its establishments awarded the Qualidog label, recognising the provision of pet-friendly accommodation. "Toutou barsThese are establishments that provide their customers with information about nearby walking routes. Establishments that also inform their customers about nearby walking routes.
With these clear nods to all these customer niches, Vincent Compagnon is forecasting a further increase of +2% in revenue per room in 2025 ". compared with -2% for budget hotel forecasts" emphasises the CEO of Appart'City. This comes on top of sales growth of +7% in 2024, to €214m. The Group will thus be reaping the rewards of its investment of 40 million to improve the product which began two years ago. While the brand is better known than most of its competitors, its Net Promoter Score has risen by 10 points in two years. " Our transformation programme has been validated by our customers and we are now aiming for a score of 60 next year." says Vincent Compagnon.
As part of this development, Appart'City is offering its customers a new digital pathway, called "Chloé's guide", from booking to stay, via an app that allows them to book luggage storage, extra cleaning, food services or breakfast, depending on the establishment's services, as well as access to the services of external service providers. This also fits in with the Group's CSR strategy by limiting the use of paper. Appart'City continues to be a good example of sustainability, with 100% of establishments awarded the Green Key label. " We are the first to have a fully labelled portfolio" says a delighted Vincent Compagnon. And the portfolio is set to expand in the near future.
Although no openings are expected this year or next, Appart'City has begun two major projects which are due to be completed at almost the same time, in January 2027, with two new top-of-the-range Appart'City Collection apartment hotels. The first, with 213 rooms and meeting rooms, will appeal directly to the business and events clientele, as it is located close to the Villepinte exhibition centre, in the Aerolians ZAC, which is also close to Paris CDG.
The other opening will take place in Paris itself, in the Vaugirard district of the 15th arrondissement, with the conversion of a former office building into a 120-apartment Collection facility with seven meeting rooms, a rooftop restaurant with a view of the Eiffel Tower. At the same time, in Lyon, Appart'City will be launching the renovation of one of its emblematic establishments near La Part-Dieu station, which was in need of an upgrade and will therefore be upgraded to the Collection range.
In the future, with the recruitment of a new Development Director, the Group expects to more sustained growth in the coming years, both in France and in Europe. " We already have two establishments in Belgium and one in Switzerland.says the CEO of Appart'City. We plan to expand our network in these destinations, while also looking at projects in Germany and Spain."
