The apart-hotel sector continues to grow significantly as travellers crave the independence and flexibility these hybrid properties offer. The blend of hotel amenities and spacious, apartment-style living accommodations perfectly suits both leisure and business travellers seeking more extended stays, more personal space, and increased autonomy.
By analysing successful apart-hotel brands worldwide and discovering their winning strategies, we can better understand market trends and get inspiration for new projects.
Case Study 1: Adagio – blending comfort and community
Adagio, a joint venture between AccorHotels and Pierre & Vacances Center Parcs, focuses on providing mid-range to upscale accommodations with a strong emphasis on comfortable living spaces and communal areas.
Winning strategies:
Focus on more extended stay
Adagio caters to guests staying for weeks or even months, offering fully-equipped kitchens, comfortable working zones, and flexible unit layouts ideal for extended visits.
“The Circle”
This welcoming social hub within Adagio properties fosters a sense of community. It features lounge areas, co-working spaces, and markets selling local produce, appealing to remote workers, families, and longer-term leisure travellers.
Strategic partnerships
Adagio leverages partnerships with other AccorHotels brands, often located adjacent to Novotel or Ibis properties, allowing guests to access additional hotel services and amenities.
Case Study 2: Staybridge Suites – home away from home
An InterContinental Hotels Group brand, Staybridge Suites targets the upper-midscale market, offering apartment-style suites designed for an authentic residential feel. Staybridge Suites reached 220 hotels worldwide, and 114 locations are currently under development.
Winning strategies:
All-suites concept
Each Staybridge location features all-suite accommodations, complete with living areas, kitchens, and ample space to spread out. This caters particularly well to families and business travellers needing longer-term accommodations.
Complimentary amenities
Staybridge Suites are known for complimentary perks like breakfast buffets, evening socials with refreshments, and access to amenities like fitness centres, pools, and self-service laundromats, enhancing value for guests.
Pet-friendly
This inclusive policy attracts travellers who don’t want to leave their furry companions behind.
Case Study 3: Locke – stylish design and lifestyle focus
Locke, from the Edyn hospitality group, markets itself as a lifestyle apart-hotel brand offering design-forward spaces focusing on trendy locations and social atmospheres.
Winning strategies:
Stylish interiors
Locke properties feature modern, loft-inspired aesthetics with carefully curated furnishings and contemporary art that elevate the guest experience beyond traditional hotels.
Vibrant communal spaces
Co-working zones, bars, restaurants, and unique event spaces within Locke properties are designed as gathering spots for both guests and locals, fostering a hip, social vibe.
Micro-unit option
To cater to a wider range of budgets, Locke offers some locations with smaller yet stylish micro-units, attracting price-conscious travellers without sacrificing a design focus.
Case Study 4: YAYS – local immersion and authentic experiences
Netherlands-based YAYS positions itself as an “unhotel,” focusing on spacious apartments integrated into residential neighbourhoods with personalised services akin to having a savvy local friend helping you explore.
Winning strategies
“Unlock the neighbourhood”
YAYS locations are strategically situated to grant guests authentic experiences of local life. Staff recommendations lean towards hidden gems, local eateries, and off-the-beaten-path attractions.
Apartment style
Spacious units with kitchens, living areas, and modern design provide a ‘home base’ for exploring the city, especially attractive to families and those interested in cultural immersion.
Concierge plus
Beyond typical concierge services, YAYS staff help with everything from securing theatre tickets to grocery deliveries and arranging walking tours, maximising the guest’s experience of the destination.
Case Study 5: The Ascott Limited – global expansion and brand strength
Singapore-based The Ascott Limited is one of the largest international serviced residence owner-operators globally. It boasts a diverse portfolio of brands, including Ascott The Residence, Citadines Apart’hotel, Somerset Serviced Residence, and their co-living focused lyf brand.
Winning strategies:
Global footprint
With properties in over 190 cities throughout Asia Pacific, Central Asia, Europe, the Middle East, Africa, and the USA, Ascott has built an impressive global reach catering to travellers across various markets.
Tiered brand portfolio
Ascott’s diverse range of brands targets various price points and traveller needs. From luxury accommodations under Ascott The Residence to the vibrant, social lyf properties focused on young professionals, they capture a broad customer base.
Strategic partnerships
Ascott has formed joint ventures and partnerships to expand into new markets and strengthen its position in existing locations.
Sustainability focus
Ascott emphasises sustainability initiatives, with green certifications for properties, energy-saving measures, and community outreach programs, appealing to environmentally-conscious travellers.
Key takeaways
While these case studies highlight different niches within the Apart-Hotel market, some common themes of successful brands emerge:
- Focus on extended stays
Aparthotels thrive by understanding the needs of longer-term guests, including space, kitchens, and amenities that support independent, everyday living.
- Target audience specificity
Successful brands have well-defined target demographics: families, business travellers, urban explorers, or design enthusiasts. This focus shapes their spaces and service offerings.
- Create community
Whether through comfortable social hubs or partnerships promoting local integration, apart-hotels often excel by going beyond just being a place to sleep, providing settings for connection.
- Experience over accommodation
Today’s apart-hotels curate experiences through design-forward environments, personalised service, or unique ways of connecting guests to the local culture.
