Despite the Cassandras who see theemergence of Airbnb and others a competition that is too cumbersome for the urban residences which have sprung up here and there in major business metropolises: thelong-stay hotels is anything but "has been. Better still, it's in tune with the times, fitting in perfectly with the new architecture of the professional world, with its mix of flexibility and nomadism. With an increasing number of assignments lasting from a few days to several months, and expatriations becoming rarer and, above all, later in life, employees are becoming more and more mobile. international managers often being sent out ahead of their families: all of these factors favour a type of accommodation that combines the basics of traditional hotel accommodation - a bed, a shower - with residential components like a kitchenette and a real living room. A hotel where you can live your life as a business traveller in complete freedom.
The long-stay product is suited to this generation, which is used to doing things for itself and does not eat at fixed times.
The concept is popular, and not just because one of the leading players in the collaborative economy has put the spotlight on the benefits of living in a real flat rather than at a hotel. According to a study conducted last year in the United States by the Global Business Travel Association (GBTA), urban residences are favoured by the baby-boomer class of American business travellers, the famous millenials. Last year, 72 % of 18-34 year olds have chosen this type of accommodation at least once when travelling internationally. In this respect, they are far more numerous than the professionals of the Generation Xthe 35-54 age group (48%), and above all that the ageing children of the baby boom (26%). "The long-stay product is suited to this generation, which is used to doing things for itself, doesn't eat at fixed times, likes to choose the services it is prepared to pay for and isn't necessarily looking for the full range of hotels on offer."Karim Malak, Managing Director ofAdagio ApartHotel.
Of course, the fact that the long-stay hotel industry, or "extended stay"is born in the United States and is already highly developed there with 440,000 flatscompared with just over 100,000 in Europe and 70,000 in Asia, promotes awareness and use of this type of accommodation by American business travellers. But, more than anything else, the success of this model is due to the presence of a small kitchen avoiding having to eat all your meals in the restaurant. 45% of "road warriors"quote kitchenette as the residences' main asset, ahead of the services (40 %) and the "just like homeIn addition, the Group has a large number of "business lines" (36 %).
Based on the conclusions of this study, Joseph BatesVice-President in charge of research at the GBTA Foundation, is calling on all those involved in the sector to "increase the available supply of extended stay establishments."However, the "pure players"In the wake of this endorsement, the leading names in the long-stay hotel sector have begun to design new developments in the world's key business hubs. Leader in the urban residences sector, Ascott now has 45,000 flats and 290 residences worldwide, and has set itself a target of 80,000 flats by 2020. To this end, last summer the Singaporean group set up an investment fund in partnership with QIA, Qatar's sovereign wealth fund, with a round sum of 500 million to accelerate its growth. At the same time, Ascott, which is a subsidiary of CapitalLand, one of Asia's largest property companies, has begun its expansion across the Atlantic by buying two hotels in New York.
The means to achieve their ambitions
Another major player is a Singaporean property investor, Frasers Hospitality has no shortage of resources to pursue its expansion. The group has even discovered a new vocation, that of hotelier".classic"This was achieved by acquiring the Malmaison and Hôtel du Vin brands, representing some twenty brands, for almost 500 million euros. boutique hotels in the UK. Fraser has not forgotten his core business, however, and has set up in Geneva with a new residence that opened at the end of last year. "Establishing our presence in one of financial centres of the world's largest is indicative of our growth strategy."says Choe Peng Sum, CEO of Frasers Hospitality. Other establishments are in the pipeline, notably in Hamburg with a luxurious Fraser Suites in a listed building dating from the beginning of the 20th century, but also in Istanbul, Riyadh, Doha and Abuja, a first for the group in Africa.
Solutions for expatriates
The economic boom on the African continent is attracting a great deal of interest. Adagio Citythe long-stay brand co-managed by Pierre & Vacances and AccorHotelsis also set to make its debut in Angola this year. "We see great potential on this continent, where hotel residences respond to a twofold problem, that of the expatriations and that of the security"says Karim Malak. However, while Kenya, Ethiopia and South Africa on the English-speaking side and Senegal and Côte d'Ivoire on the French-speaking side are attracting interest from the brand, Adagio is focusing on Germany, the UK and Brazil as the mainstays of its international development. After Munich, Birmingham and Edinburgh, new establishments should soon be opening in FrankfurtHamburg and above all London.
At the same time, the French brand is continuing to expand its national network, particularly in the Paris region, but also in regional cities such as Dijon and Nancy, with Montpellier in the pipeline. In France, Adagio is facing similar ambitions from the group ResidEtudes and its mid-range brands Residhome and economic Stays & Businessand above allAppart'Citywhich has become France's leading group since its merger with Park & Suites. Following the merger, the group has grouped its 120 establishments into two ranges: two- and three-star establishments under the Appart'City name and three- and four-star establishments under the Appart'City Confort label.
Over and above the ambitions of each party, it is above all a new modernity that is being injected into the sector and which augurs well for the future. This June, a new and exciting concept has emerged in Amsterdam with the opening of the first Zoku. This brand intends to sound no more and no less than the death knell for "the hotel room as we know it"according to its founder Hans Meyera man who knows a thing or two about innovation, since he was also behind the hotel chain CitizenMregularly held up as an example for its design and lifestyle.
The ingenuity of this concept, specially designed for business travellers, lies in a the subtle art of optimising space. With a bias: the bed is no longer the central element of the 133 bedrooms, but takes its place on the mezzanine. Access is via a retractable staircase which, once inside, offers passengers a surface area of 24 m², with a table in the centre for four people. The whole area is enhanced by a multitude of storage spaces hidden behind Japanese panels, as well asa real office. However, for those who want to remain studious without being isolated, the residence offers on the sixth floor all the elements of the professional nomadism A contemporary building with a restaurant, small meeting rooms and communal workspaces with a table tennis table and punching bag to let off steam after a long day's work.
Fraser Hospitality's new brand, with its large public areas that encourage affinity between customers, is the perfect place to meet and mingle, CapriIt also targets the new generation of business travellers. First introduced in Asia in 2012, at Changi from Singaporethen to Kuala Lumpur, Ho Chi Minh and Brisbane - ahead of a dozen other openings in Asia-Pacific, this contemporary brand has also set its sights on Europe. After Barcelona and Frankfurt last year, a new residence has been announced in Berlin in 2017. To meet the the geek trend among millennialsThe Capri has made high-tech its trademark, from the bedrooms to the laundry areas, with the signature "Spin & Play". So, to pass the time while the machine is running, residents can play their favourite video games, with the following available Wii consoles and Xbox Kinect and iPads.
Chic collections
Zoku and Capri are not the only ones reinventing urban nomadic accommodation. At the end of 2015, Bridgestreeta leading provider of corporate residence solutions, has announced the launch of its sixth brand. The name, Modeis a direct reference to the new wave of top-of-the-range aparthotels that are springing up to satisfy the needs of senior executives, business lawyers and strategy consultants. Some thirty Mode hotels are expected to open over the next five years, all with the same common denominator: a high standard of service and comfort. luxurythe lifestyle and design. Designed to fit into the heart of major metropolises in human-scale buildings, the brand will begin by making its appearance in Washington with a 46-key establishment, enhanced by a rooftop lounge and a trendy restaurant, and should arrive by the end of the year in Parisjust a stone's throw from theArc de Triomphe.
This chic, contemporary spirit also drives the Crest Collectiona new label unveiled last April by the Ascott group. "It distinguishes unique residences that are both luxurious and boutique in style. We will be very selective about which establishments join this collection."underlines Alfred OngManaging Director Europe of Ascott. In the same way that hotel groups have launched their own "lights"The Crest Collection is now open to owners of individual residences. Le Métropole, which opened in Bangkok in June, is not part of Ascott, but it does belong to this closed club, along with two of the group's residences in Paris, The Louvre Key and The Eiffel Tower Key. Formerly known as Citadines Suites, they have been renamed to symbolise a very upmarket sense of hospitality and will be joined by a third Parisian luxury residence by 2018, La Clé Champs Élyséewhich is preparing to move into the former town house of the Hennessy family located in rue de Bassano, "in a typical Haussmann building where we will reinterpret French elegance for a clientele sensitive to refinement"says Nancy Faure, Ascott's Vice President Sales and Marketing Europe.
Encouraging meetings
Faced with this cascade of new products, players are upgrading their older models. Last year, for example, Adagio overhauled its budget residences Adagio AccessIn addition to more open public spaces, the flats now have larger bathrooms, better-equipped kitchens and, above all, the wardrobe bed which, when raised, can be converted into a comfortable sofa, giving residents access to more space.a real place to live. The chain is now preparing a new concept for its mid-range flagship brand Adagio, expected for late 2016-early 2017. "We are working on both the flats and the communal areas. Outside of breakfast time, residents need to be able to make the most of them, and work in a relaxed atmosphere.says Karim Malak. But we are also interested in hospitality. We emphasise to our teams the notion of "welcome".hostto advise customers on the range of products and services on offer. restaurants nearby, on thecultural agenda of the town. Away from their families for long periods, our residents need real contact. As part of this, we are also encouraging closer relations, for example by reviewing the "good-name" code or by organising events within the establishments to encourage residents to get to know each other better. encouraging exchanges."At the same time, Adagio plans to add to these physical meetings a virtual concierge thanks to a smartphone application currently in preparation. As well as providing practical information about the city, the app will also be used to organise meetings. Customers will be able to invite other residents share a game of tennis or have a drink.
Atmosphere, atmosphere... With its friendly atmosphere, the long-stay hotel industry aims to distinguish itself from private flat rental. For while travellers enjoy Airbnb & Co accommodation "just like home"However, they are often left to their own devices. According to the GBTA study, apartment-hotels have nothing to be ashamed of when compared with the competition. 94 % of American business travellers say they are satisfied with their stay in a residence, compared with 87 % for corporate furnished accommodation and 74 % for private flat rental.
Collaborative spirit
But what about tomorrow, when the boundaries are becoming increasingly blurred, and a major hotel group like AccorHotels is now taking the collaborative economy by storm? buying onefinestay or by acquiring a stake inOasis Collectiona platform offering 1,500 business flats in the major cities of South America and Europe?
the same objective: to offer a "new generationhome sweet home"for mobile executives
Gouverner, c'est prévoir. The long-stay hotel industry is beginning to build bridges between the two worlds. Since the end of last year, BridgeStreet's offer has been integrated into the Airbnb for Business. For its part, Ascott has joined forces with Alitripthe Chinese e-commerce giant's travel platform Alibabato propose the online booking of these residences around the world to millions of Chinese travellers. What's more, the Singaporean group has invested some thirty million euros in Tujia.comconsidered to be theChinese Airbnb. While Tujia distributes 450,000 flats, it differs from its American counterpart in that it itself manages buildings on behalf of owners. "But they are not accommodation specialists. That's why they approached us to form this partnership".explains Lee Chee KoonCEO of Ascott. The result of this agreement is six co-branded residences, Tujia Somersetthe Ascott group's brand for very long stays and family accommodation, have already been launched. Others are likely to follow. For this is undoubtedly just one of the first examples of the synergies that could be created between all these players, who share the same objective: to offer a "home sweet home"for nomadic executives.
RENOVATIONS
VERY CONTEMPORARY TOUCHES
To keep pace with the flood of new projects, the older residences have been given a new lease of life. As part of the brand's renovation plan Citadines As part of the programme that began in 2010 and runs until 2016, Ascott will have spent €125 million renovating its entire network, at an average rate of five residences a year in France. "Thanks to this plan, we are able to offer a homogenous product range, but we also have a style that is unique to each of our residences, marked by local keys"explains Nancy Faure. For example, the Citadines Opéra Paris now offers 'couture' suites, while in Marseille, the group has worked with local artists to give a very modern look to the sea and the port.
Frasers Hospitality has also updated its European residences. In Paris, after the Fraser Suites Champs Élysée, the Fraser Suites La Défense has just reopened its doors, completely transformed. Fraser Suites Kensington, the group's flagship London residence, has also undergone a complete overhaul, unveiling a brand-new flat model with Mercedes-Benz Living suites @ Fraser. Created in collaboration with the German carmaker's design teams, the world of these luxury flats, dominated by silver, black and dark grey, is very masculine. "It's a very successful way of integrating Mercedes design into a 19th-century Victorian building."concludes Guus BakkerCEO of Frasers Hospitality for Europe, the Middle East and Africa.
Also in this dossier: Meet Hans Meyer, co-founder of the Zoku brand
