TV advert hailed as 'breakthrough' for serviced apartment sector
Staycity launched its $50,000 TV campaign on Sky’s entertainment, news, documentary, sports and music channels last week.
The 30-second advert highlights the benefits of serviced apartments, which offer services like a 24-reception and free Wi-Fi, but have more space and flexibility than hotel rooms.
This is the first time a large serviced apartment operator has run a TV advertising campaign in the UK, and the Association of Serviced Apartment Providers (ASAP) said it marked a significant move forward for the sector.
“The launch of this first TV advertising campaign really is a breakthrough moment for our sector,” said ASAP managing director James Foice.
“One of our key challenges is educating both the leisure and corporate traveller about the many benefits of using serviced apartments and television is the perfect medium to explain these benefits very clearly to a much wider audience.”
Video: Watch the Staycity advertSector growth
According to industry estimations, serviced apartments now make up five per cent of UK hotel sales, and the sector is set to see rapid growth over the next five years, with some significant investment planned.
“2014 is a very exciting year for our sector with over 20 per cent of our 73 members opening new properties,” said Foice.
Earlier this year, London Serviced Apartments launched its Citywide Serviced Apartments in locations across the UK, and the 50-apartment House of Fisher Aparthotel opened in Reading.
Staycity plans to open a further 161 purpose-built apartments in Greenwich in May, while the 159-apartment Cheval Three Quays development will open in March 2014 and Think Apartments is planning to double its units by 2017.
Luxury apartments
Meanwhile, the luxury Old Town Chambers serviced apartment development in Edinburgh has been awarded five stars by Visit Scotland.
The development contains 31 apartments comprising of studio, one, two and three bedrooms, as well as a luxury penthouse and recently opened two-bedroom 15th century townhouse.
All properties combine restored period features with state-of-the-art room entertainment systems, multi-zone heating and 24-hour concierge service. Prices range from £130 to £1,200 per night.
The Old Town Chambers is part of the Chris Stewart Group’s £45 million Advocate’s Close development, which includes serviced apartment accommodation, bars, restaurants and the UK’s first Motel One hotel, which was completed in January.
The group has indicated that it intends to roll out its luxury serviced apartment concept across the UK, and is currently in negotiations over potential properties both in Scotland and south of the border.
