Continued dynamic growth for urban residences

If proof were needed of the vitality of the long-stay accommodation sector, the growth prospects of the Ascott group would give a fairly good idea of its potential. growth dynamic. With the opening of 40 residences in 2021, notably in Strasbourg in France, and the signing of 72 new projects at the same time, the Singaporean specialist in the sector is heading for the 160,000-unit mark worldwide by 2023, compared with 133,000 units at present.

With more than 500 residences already in operation and another 300 under development, all in around thirty countries, Ascott has strengthened its a leading position thanks to its networkbut also for the quality of its offering. The group has been recognised as the best in the world in the urban residences category at the World Travel Awards in 2021, taking a place usually held by another Singaporean group, Frasers Hospitality.

Unlike Ascott, this other key player in the long-stay sector, also Singaporean, has shown itself to be a leader in its sector. more measured in its global expansionFraser Suites, focusing its ambitions in Asia with the expansion of its network in China's main cities over the coming years. Present in Paris and London with its five-star Fraser Suites residences, the group has signed its latest development in Europe in 2019 with the Fraser Suites Hamburg, in a listed building dating from 1907.

Conversely, while Ascott is leveraging the appeal of its Citadines brand and its new lifestyle brand lyf to expand its footprint in Asia-Pacific, its original cradle, its horizons are broadening in the Middle East, more recently in Africa, and naturally in Europe. On this continent, the number 1 in long-stay accommodation has on franchising to accelerate its expansiona growth driver that has already been implemented in France with Citadines franchises at Nantes and Strasbourgsoon in Toulouse and Amsterdam. " Our first establishment in the Netherlands, from which we will strengthen our presence in this market" says Ngor Houai Lee. Another Citadines franchise will open shortly in Vienna, before another Citadines is added in the last quarter of 2022. " While we are also looking at projects in Germany, Italy and Spain, our focus in 2022 will be on our development in Eastern Europe." says Ascott's European Director.

Still lacking in apartment-hotels, the region is a new playground for Ascott, but also for Adagiothe European leader in the sector. The long-stay specialist, jointly owned by Accor and Pierre&Vacances, will open residences in Warsaw, Sochi and Kiev in the second half of the year. At the same time, in the first half of the year, the company's expansion will focus primarily on Western and Southern Europe, with openings planned in Glasgow, Rome and Hamburg, pending a residence in Malta, also scheduled for 2022. " The development dimension is very much a part of our plans, first and foremost for expand our network in France and abroad. There is a real desire to expand our network beyond the 13 countries where we are present." says Xavier Desaulles. As a result, Adagio is aiming to offer 200 aparthotels worldwide by 2024, compared with just over 120 at present.

Among the other ambitious European players, StayCity is in the middle of a growth phase. Currently operating around thirty aparthotels under the Staycity mid-range brand and the Wilde upmarket brand, this British group is looking to expand its presence in Europe. increase the number of flats from 5,000 in spring 2022 to 15,000 by 2027. This represents a tripling of its offering in five years, focusing on four key markets: the UK and Ireland, naturally, but also Germany and France. StayCity is also present in France in Paris, near the Gare de l'Est railway station, in Marseille, between the Gare Saint Charles and the Vieux Port, and since last year in Bordeaux, with a 125-studio establishment in the city centre. This expansion is set to continue, with two prime locations for business travellers, the La Défense district and Paris CDG airport.

Gradually carving out a place for itself on the French market, StayCity is still a long way from matching the offerings of international players such as Adagio and Ascott. national pure players such as Residhome and its fifty or so residences, some of which are still to come. After opening in Clamart in 2021, other establishments will open in Nice in March, in the fast-developing Arénas business district, then in Sénart in July, to complement the Residhome Suites Sénart already open.

From his side, Appart'Citythe leader in the French market with its hundred or so establishments from two to four stars, was not spared by the crisis, having to go through a safeguard procedure to ensure its survival, concluded by a plan approved by the Montpellier Commercial Court and the support of the Brookfield investment fund.

With its finances back on a sound footing, Appart'City will now be able to invest in modernising some of its properties, a strategy that has already seen the Appart'City Confort Genève Aéroport Ferney-Voltaire, on the French-Swiss border, upgrade to a four-star property following total renovation. Perfectly located for business travellers thanks to its proximity to the Geneva hub and the Palexpo conference centre, the residence has 125 rooms and studios, as well as 300 m2 of seminar and event space and a Bistrot City restaurant. This is almost a new opening, and another is planned for the first half of the year in the Paris region, with a four-star apartment-hotel in Saint-Germain-en-Laye.

Alongside these well-established players, the growing appeal of long-stay accommodation is giving rise to the following factors new vocations. In recent years, a number of groups have launched local networks, such as Roomzzz in the UK, Stay KooooK, which is extending its offer to Switzerland and Germany, and more recently The Julius, a brand that will appear in Prague next spring, before other developments planned for Budapest and Belgrade. Launched by Austrian family group Julius Meinl, the upmarket establishment is housed in an Art Deco building and plays on current trends with a contemporary design by Italian architect Matteo Thun and a coworking space.

Purely practical just a decade ago, long-stay accommodation is now adapting to the times, moving in the right direction. towards lifestyleThe new Ascott brand invites its customers to get out of their rooms and enjoy a range of experiences. Ascott is exploiting this promising niche with its new brand. lyfwhich Adagio is also tackling with its user-friendly lobby concept. The CircleThe Locke brand is one of the most successful in the UK, but it is also being built on by ambitious new players. Since its first opening in 2016, the Locke brand has conquered several cities in the UK with its lifestyle residences, combining design, coworking, cocktail bars and rooftop terraces. " Locke is well beyond the functional and has been designed with our guests in mind, as they are culturally connected, socially savvy and trend-savvy." says Stephen McCall, CEO of the edyn group, parent company of Locke and other long-stay brands such as Cove and Saco.

Locke's adventure is now extending beyond the UK, with two openings in Dublin in 2021 and more to come this year in Munich, in the Sendling district, and in Berlin's Friedrichshain district, near the East Side Gallery. " Our expansion will continue in Europe's major citiesincluding Lisbon and Copenhagen, and we recently announced the opening of our first location in Zurich, Switzerland, in the summer of 2023." says Stephen McCall, who sees prospects for expansion in Germany and Spain, in Barcelona and Madrid, as well as in Paris.

In the autumn, the French capital will see the arrival of another representative of contemporary long-stay accommodation, Zoku. Launched in 2016 in Amsterdam and appeared this year in Copenhagen and Vienna, this brand of Dutch origin plays as much on the modularity of its models as on the modularity of its products. loft-style studios - the bed takes place in a mezzanine to leave the main space for living and working - as well as lively communal areas with a bar and restaurant, a coworking space and an events venue. While Zoku Amsterdam was recognised by Forbes as "one of the 25 coolest hotels in the world", this innovative concept aimed primarily at business travellers intends to extend its footprint beyond the French capital. " The Zoku development team is always on the lookout for new opportunities in Europe's most creative capitals." says Marc Jongerius, co-founder and managing director of the brand. A brand that adds to its lifestyle spirit another aspect in tune with the times: a sustainable approach.