Brand differentiation comes down to the services you offer.
Full, medium or light service – the key to brand differentiation of serviced apartments is driven by giving consumers a choice. These options can range from the luxury class requiring in-room silver service to the budget sector with vending machines. Oftentimes it’s the space in the middle that is the sweet spot for most serviced apartment guests. Brands operating in the middle should be able and capable of delivering a host of services available to all consumers regardless of hospitality type, room size, and location.
Operators need to focus on capturing the consumers’ demands for a variety of in-house or outsourcing services. Offer services your guests need that give you opportunities to create more brand value and add incremental revenue.
Gaining customer insight is essential in determining your service offering and enhancing the guest experience. This month, serviced apartment agent SilverDoor Apartments hosted a partner engagement event. Operators distributing on SilverDoor’s platform heard from relocation and travel management companies and representatives of corporate clients. This type of insight is invaluable when you align it with your inherent strengths to create a real competitive advantage.
Connecting with your customers, to better understand the key issues that they face will open new opportunities. Technology solutions are available that allow providers to understand guests’ better, but consultation and collaboration are still primary. For example, SACO works closely with its clients to understand their needs and take care of assignees, developing programs which include well-being and cultural initiatives.
One thing is for sure when it comes to guest experience; it’s not a one size fits all solution. Adapting to the environment or perhaps offering multiple levels of bespoke al a carte service is a ticket to success. Where will you be in 5 years?