In the ever-evolving landscape of travel where hospitality and living patterns are shifting, a new trend is reshaping how guests stay: long-term residential and aparthotels. Departing from conventional transient stays, this trend caters to a diverse spectrum of guests who seek the comforts of home coupled with the convenience and amenities of a hotel.
Hotel brands are taking it a step further through mixed-use properties including the hotel, residences, co-working spaces, shopping and entertainment for people to eat, sleep, work and play, with an emphasis on community. The elevated connected experience through this type of real-estate investment drives property values as well as the brand. As the trend continues to take hold, hoteliers are realizing not only the financial advantages of embracing residents, but also the profound potential for cultivating unparalleled guest loyalty.
Shifting Paradigms in Hospitality
Over the last few years, we’ve seen the rise in AirBnB and VRBO for extended travel, and hotels are shifting focus to capture the demand for this type of long-term guest/resident. Many international travelers on assignment for two months, six months or even a year may want the safety of 24/7 staff and a secured building, the convenience of breakfast/meals in the building, and the upleveled living experience with top-notch technology, a concierge and cleaning services. The amenities of a traditional upscale hotel combined with residences creates a way to capture and build loyalty with this blended guest/resident segment.
Growth in the Field
Many brands have recognized the potential of long-term residential and aparthotels and are moving into this space or expanding footprints with innovative approaches:
- Marriott Executive Apartments: This Marriott International brand offers fully serviced apartments with residential amenities, designed for longer stays. With locations in major cities worldwide, it caters to both business and leisure travelers seeking an upscale home-away-from-home experience.
- Ritz-Carlton Residences: The brand offers global concierge services, exclusive amenity spaces, in-residence dining, private cinemas, spas and fitness facilities, and valet services, along with retail shops, culinary attractions and entertainment offerings.
- Accor’s Aparthotels Adagio: The brand aims to expand its network to a total of 200 aparthotels with 15,000 flats by 2024. Adagio London Brentford, for example, offers spacious, comfortable apartments with a fully equipped kitchen, a winter garden with a view and a lounge area to help residents feel at home. The establishment also has a bar, gym, concierge, business services and free Wi-Fi.
Advantages for Hoteliers
Beyond financial gains, embracing the aparthotel trend offers strategic benefits for hoteliers. These properties open new revenue streams while leveraging existing resources like facilities and staff. However, the significance goes beyond economics. Hotels have the unique opportunity to foster guest loyalty by catering to the needs of long-term residents. It’s not just about the amenities but also the cultural influences of the area—an opportunity this type of guest will most likely want to explore during the extended time at the property.
Navigating the Trend and Cultivating Loyalty
Successfully embracing the trend requires a strategic approach that incorporates innovative services to enhance guest loyalty. Here are five key considerations:
- Tailored amenities and services: Tailor accommodations to the needs of long-term guests. Incorporate fully furnished kitchens, laundry facilities and ample storage space to create a comfortable living environment. Collaborate with local businesses to offer essential services, further enhancing convenience.
- Flexible pricing strategies: Craft pricing models that incentivize longer stays. Discounts for extended bookings or bundled packages that include meals, parking and wellness facilities can attract cost-conscious guests seeking value.
- Seamless connectivity and automation: In the digital era, fast and reliable Wi-Fi is a necessity, not just an amenity. Embrace technology for automated check-ins, room controls and personalized concierge services accessible through user-friendly apps or in the room devices. These conveniences differentiate your hotel in terms of efficiency and service quality.
- Community building and engagement: Bring some of the traditions of conventional apartments to create a sense of belonging. Organize social events, workshops and networking opportunities that transform your establishment into more than just a place to sleep—it becomes a hub for connections, fostering guest loyalty.
- Personalized experiences and recognition: Utilize data-driven insights to deliver personalized experiences. Understand guest preferences and habits to offer customized services such as room customization, targeted recommendations and acknowledgment of special occasions. Personal touches create a lasting impression.
The Power of Guest Loyalty
In an era of diverse accommodation options, guest loyalty stands as a crucial determinant of success. Long-term residents forge emotional attachments with their accommodations and the staff that attends to their needs. By providing tailored amenities and services, seamless connectivity and community engagement, hotels can transform their properties into genuine 'homes away from home.’
A Segment Gaining Momentum
The global extended stay hotels market is valued at $54.5 billion USD and projected to reach $166.5 billion USD by 2033, according to Future Market Insights. This segment offers a big opportunity for hotel investors looking to address the requests of not only business travelers, but also families looking for larger spaces when traveling and living for longer periods of time.
The trend of long-term residential and aparthotels is reshaping the hospitality landscape. The growth potential in this segment and the opportunity to redefine blended guest/resident experiences allows hoteliers to achieve financial returns as well as embrace a new level of guest loyalty.
With more than 35 years of experience in the hospitality industry, Mike Gray is global vice president of strategic partnerships at Nomadix.