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Changing Gears? NOVEMBER 2020 THE SERVICED APARTMENT SECTOR IN EUROPE CHANGING GEARS? Maria Coll Consulting & Valuation Analyst Arlett Hoff, MRICS Director HVS.com HVS London | 7-10 Chandos St, London W1G 9DQ YEAR IN REVIEW 2020 will undeniably be a year to remember. Unfortunately, not for great reasons. The hospitality industry is going through arguably the worst crisis it has experienced in a generation. Every day we are inundated with news about COVID-19: case numbers, vaccine trials, lockdown restrictions and its impact on travel, tourism and the wider economy. So far, the picture has been quite discouraging, despite some green shoots during the summer months. This article is certainly not the place for a detailed recap and a minute-by-minute report of the evolution of the pandemic. However, we highlight that the serviced apartment sector, despite suffering alongside the traditional hotel sector, has been weathering the storm better owing to a few key factors that show a stronger resilience to a sudden and fundamental shift in demand in the current context. Self-contained product. The serviced Lean operating structure. The underlying apartment product is geared towards business model of the serviced apartment longer-staying guests and thus lends itself to sector is characterised by limited staffing comply easily with COVID restrictions by offering more and services owing to a longer average stay, translating spacious, self-contained units including the ability to into a very lean operating structure and hence an cook or prepare meals (kitchen or kitchenette) as well attractive gross operating profit margin (usually as appliances such as washers and dryers. Hence, the around 45-65%). During a demand shock such as interaction a guest has with staff and other guests is COVID-19, revenue can fluctuate significantly in a short minimal compared to a traditional hotel. This bodes period of time; a low operating expense structure helps well in times of social distancing and gives consumers to better absorb those demand shocks. Despite additional confidence to stay at serviced apartments temporary furlough schemes that most European even with COVID restrictions in place. governments have put in place since the onset of the crisis, the hotel industry had to cut down on operating RESIDENCE INN BY MARRIOTT STUDIO, MUNICH expenses much more severely in order to avoid gross operating margins and EBITDA levels turning significantly negative. A large number of serviced apartments continued trading through the lockdowns and, despite a decrease in revenue, were able to cover their cost base and break even during Q2 and Q3 2020, and some did better than that. THE SERVICED APARTMENT SECTOR IN EUROPE – CHANGING GEARS? | PAGE 2 Young and dynamic players – ability to approach in regard to replacing segments that currently adjust. Most organisations in the serviced are falling away (such as international corporate or apartment sector are very young compared MICE, for example) with leisure demand and other to their counterparts in the hotel sector, which means sources (such as government, key and healthcare they have been able to react quickly to a changing workers, and people self-isolating) as well as a wide market environment and shown a great deal of agility in range of short-term rentals to long-term tenancies these unprecedented times. Starting with the highlight the spectrum this asset class can cater for. The implementation of cleaning and safety protocols as well fact that a large number of serviced apartments stayed as further improving the technology for a contactless open during 2020 also made it not only optional but customer journey, they have been at the forefront of essential to implement those changes quickly and reinventing themselves and adapting the product to suit effectively. the needs of travellers in the current times. A flexible Seizing the Opportunity – Creativity at its Best Locke has announced that it will open its first Despite the exceptional nature of the current properties outside the UK. The boutique aparthotel situation, there have continued to be brand – which currently operates sites in London, announcements in terms of product and brand Edinburgh and Manchester – will expand expansion. And precisely because of the internationally within Europe, with units set to open in change in needs brought by the pandemic, this Ireland, Germany, Portugal and Denmark in the next year has seen some rethinking and reshaping four years. of the industry’s offerings. The family-owned real estate investment and development company Lamington Group has Zoku has shown a great deal of creativity in trying to accelerated the launch of room2 lite. Under the room2 adjust to the current circumstances. It announced Zoku brand, the group created the hometel concept, WorkLofts: a private WorkLoft for the day with early described as a space between home and a hotel. With check-in, an overnight stay plus access to all Zoku room2 lite, there is an opportunity to replicate the amenities and a complimentary breakfast, lunch and success in the budget sector. dinner throughout the stay. The first extended stay product under the Radisson Zoku also puts together ‘COVID-safe events’ whereby, brand in Western Europe will open in Amsterdam in for example, it teams up with five pop-up food and early 2021. The 227-suite Radisson Hotel & Suites, beverage chefs for catering and cocktails as well as which will be operated by Cycas Hospitality, will offer surprise entertainment all from the comfort of the guest studios, one- and two-bedroom apartments, all with room before a good night’s sleep. fully equipped kitchens. THE SERVICED APARTMENT SECTOR IN EUROPE – CHANGING GEARS? | PAGE 3 Hyatt recently announced the opening of its first dual- apartments, affordable homes, and a publicly accessible branded product in mainland Europe, Hyatt Place Paris garden square. Charles de Gaulle and Hyatt House Hotel, both to be CitizenM, a traditional hotel brand, has expanded its managed by Cycas Hospitality. With 121 apartment- business model to adapt to the changing demands of style suites, Hyatt House becomes the first extended- business travellers, capturing some longer-stay guests stay accommodation offering in the area. during the pandemic. It now offers subscription-based Queensgate Investments and Rockwell have been given reservations for remote workers and digital nomads: a permission to redevelop the 906-room Holiday Inn corporate subscription which allows clients to work at Kensington Forum hotel, located in west London. The the hotel, sleep for a number of nights a month and use £1 billion plan will replace the existing hotel with a other hotel facilities, and the global passport, a fixed mixed-use complex comprising a hotel, serviced rate for one-month stays. A COVID-19 Update from Industry Players We thank all the survey participants for their generous input into our study. Your opinions and experiences are crucial in facilitating understanding of this thriving sector. We urge more operators, investors and lenders in the sector to recognise the value of sharing data to enable serviced apartments to continue to gain more attention from potential investors. To evaluate the impacts of the COVID-19 pandemic on While operators have reported a general decline in the serviced apartments sector, HVS conducted a survey performance (as we detail in the Performance Update capturing the insights of 34 major industry players, section later in this article), results are less impacted including operators, lenders and investors. We than for their hotel counterparts. Some operators that highlight the main findings in the following paragraphs. manage both hotels and serviced apartments point out that they are now focusing more on the unique offering Operators – Changing Gears of the latter. Additionally, despite numerous serviced apartment projects in the pipeline facing delays, very The serviced apartment industry has not escaped the few have been cancelled (see the European Pipeline negative impacts caused by the COVID-19 pandemic section). As Chart 1 shows, more than half of the and the resulting restrictions. However, there is no operators surveyed reported that at least 75% of their denying that the sector is proving more resilient than portfolio remained open throughout the lockdown the traditional hospitality sector during these period, and only 5% said that the level of operation had complicated times. been below 10%. Flexibility to adapt to different demand segments allowed many properties to remain in operation throughout the lockdown period THE SERVICED APARTMENT SECTOR IN EUROPE – CHANGING GEARS? | PAGE 4 Chart 1 Share of the Portfolio that Continued Operating During no longer go to the office or are forced to quarantine Lockdown (%) after travelling, a widespread add-on to the existing 60% product amongst industry players has been offering 40% rooms as office space during the day. Additionally, 20% respondents reported that they are focusing more on the extended stay product as it has been the least 0% 0-10% 10-25% 25-50% 50-75% 75-100% impacted. Source: HVS Research In addition to changes in the product offering, A key factor that has enabled serviced apartments to implementing operational measures has also been stay open despite the travel restrictions imposed for crucial to surviving the pandemic. When asked about several months of this year has been the ability to adapt the most important measures put in place, two common fast to the new situation and cater for new types of topics were flagged: cleaning and safety measures on demand. An astounding 80% of the operators that the one hand and cost management on the other. participated in our survey have experienced changes in Enhanced cleaning and cost management are the market segmentation, while only 20% reported that key measures to perform well during COVID-19 segmentation had remained the same but at lower levels. Unsurprisingly, market segmentation changes Enhanced security and cleaning procedures, including included an increase in leisure demand and the addition increased sanitation, social distancing measures, or of key workers as a new source of demand.
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