The hospitality industry thrives on innovation, continually adapting to meet the evolving needs of global travellers.
In recent years, a new contender has emerged, challenging the conventional hotel model: the aparthotel, writes Jonathan Liebmann, the founder of BlackBrick, which describes itself as the fastest growing apartment hotel network in Africa.
But is this phenomenon just a fleeting trend, a buzzword, or a transformative force revolutionising the hospitality sector?
Liebmann says that with platforms like Airbnb and VRBO catering to extended travel stays, traditional hotels have had to rethink their offerings to capture this market.
Many international travellers on extended assignments seek the safety and convenience of 24/7 staff, in-house dining options, and a premium living experience complete with advanced technology and services.
Enter aparthotels – the hotel industry's response, blending the amenities of upscale hotels with the spaciousness and homely feel of vacation rentals.
With fully equipped kitchens or kitchenettes, expansive living spaces, and hotel-standard services like daily housekeeping and concierge assistance, aparthotels cater to a diverse range of travellers.
From business professionals on extended assignments to families seeking longer stays, aparthotels offer the flexibility, comfort, and convenience that modern travellers crave, according to Liebmann.
Moreover, this concept resonates with Millennials and Gen Z, who prioritise experiences and seek value and authenticity in their accommodations, he says.
"Aparthotels are not just a trend in one corner of the globe; they're making waves worldwide. From bustling cities to serene coastal towns, these innovative accommodations are reshaping the hospitality scene across continents."
In South Africa, aparthotels are experiencing remarkable growth, surpassing industry benchmarks with high occupancy rates, according to Liebmann.
According to data from local property-management company Propr and hotel management software company RoomRaccoon, aparthotels within their portfolio are outperforming long-term rental rates by over 50%.
This surge in popularity is driven by the unique advantages aparthotels offer, comforts of home, including fully equipped kitchens and spacious living areas, combined with the services of a hotel.
"Aparthotels within the South African market have recorded impressive growth, with occupancy rates exceeding industry averages by a significant margin," said Liebmann.
In terms of guest demographics, both domestic and international travellers are contributing to the rise in demand for aparthotel accommodations.
Notably, travellers from key source markets such as Germany, the Netherlands, the US, and the UK are increasingly opting for aparthotels in South Africa, indicating a growing appeal among international visitors.
Comments