The rise of self service

In recent months a raft of serviced apartments have opened across the Middle East as business and leisure travellers bypass hotels for value-for-money options. ATN examines some of the region's latest projects.

While the serviced apartment industry has been well-developed in overseas markets for many years, the Middle East is only just beginning to capitalise on the benefits of this alternative form of accommodation.

In a region with a high number of mid- to long-term visitors in both the leisure and business sectors, serviced apartments can offer the perfect solution to travellers looking for a higher level of personal comfort and privacy than hotels can provide.

The general manager of the two Emirates Hotels & Resorts serviced apartment properties in Dubai - The Harbour Hotel & Residence and Green Lakes Serviced Apartments - Bruno Hivon, says most of his clients are either on a one- to three-month work contract or are relocating to the region and need somewhere to stay in the short term while they try to secure a permanent residence.

"We are also seeing families visiting that find the serviced apartment to be a good alternative to a hotel because you can have the whole family in the apartment, which as a parent is more convenient than having two connecting hotel rooms," says Hivon.

"It's also usually more economical and as a family, there are only so many hotel facilities that you really use - it can be more important to have a kitchen to warm milk for your baby rather than having a big Michelin-star restaurant in the hotel."

Hivon says the facilities guests are looking for in a serviced apartment complex are access to a pool, at least one restaurant as a minimum and some housekeeping and baby sitting services.

Green Lakes has also opened a successful retail outlet providing a service of basic groceries to its guests.

One drawback that Hivon points out is the inability for serviced apartments to provide alcohol, due to liquor licensing laws.

"If you're a tourist in Dubai you don't have any place to buy a couple of beers or wine if you want to relax with your wife and adult children," he says.

"It doesn't play so much in the decision making, but I think sometimes it is in the back of peoples' minds that they can't have a glass of wine with dinner."

Hivon also concedes that the rapid growth the market expected has definitely slowed recently, across all sectors. However, he says serviced apartments are likely to be successful in the current economic climate as travellers look for more affordable options.

"Maybe we'll see little hiccups now, but growth will remain strong - it's going to be one of the sectors that will develop the most in the next few years," he says.

Jumeirah Living, Dubai

The World Trade Centre Residence Dubai is the Jumeirah Group's first foray into residential building and the cornerstone in the luxury Jumeirah Living brand.

The two towers comprise 377 residences, including a number of serviced apartments ranging from a 90m² one-bedroom simplex to a four-bedroom duplex gallery of 386m².

Jumeirah Living offers a completely personalised service for short- and long-term visitors, including an ‘al a carte' lifestyle concierge service.

The lifestyle concierge team will collect personal information such as a guest's favourite music, flowers, films and colours to develop a guest profile.

The concept of the building is that "guests don't check in, they move in".

For guests staying longer than six months, the entire apartment can be redesigned to cater to personal tastes. Popular customisations include repainting the walls to a guest's favourite shade, installing a home gym or office and creating children's rooms, complete with popular toys and children's bathroom amenities.

READERS' COMMENTS

MORE FROM ARABIANBUSINESS.COM