for and reconcile. We are bringing all this together in the same place, so people don’ t have to skip from one place to another to find what they’ re looking for.”
The issue, of course, boils down to who picks up the tab for technical innovation on this scale.“ This is one of the factors slowing TMCs integrating extended stay content and functionality into their tech stacks. Getting TMCs to have that discussion and make the costs palatable for both parties is the way forward.” Says Danny.
When you go to a hotel, the website tells you everything you need to know about what’ s nearby. You have enough information to decide what to do. This tends not to happen in serviced apartments.”
A 2024 global supplier survey found 21 % of serviced apartment and corporate housing providers were already using AI for pricing and revenue management, with 85 % open to exploring or expanding their use of AI in these areas. 51
Karen Hutchings agrees.“ I’ m at a loss as to why TMCs’ tech is so far behind the times when it comes to serviced apartments, because there’ s so much tech out there that would enable them to bring content in. The problem of the fragmentation of the travel industry has long been solved by direct connects.”
“ There is a massive opportunity being missed because travellers will have a true comparison between hotels and serviced apartments, which then gives travellers the choice.”
Some brands are using AI to enhance their UX via guest facing chatbots. For example, Ascott has launched“ Cubby,” a generative AI chatbot in the UK to help guests with planning / booking and destination tips. 52
Staycity has implemented AI messaging using a“ WhatsApp-first” guest messaging model. Sonder offers a 24 / 7 digital concierge through its app, 53 whilst Accor has rolled out AI assistants and built advanced AI customer-service / chat solutions for guest interactions across its brands. 54
Above all, these travel managers prize user experience above all else. As Databrick’ s Soren Stirrup Toft says,“ You want a consistent experience. If hotels can do it, so can serviced apartments.”
Artificial Intelligence- the key to the future?
Whilst agents and operators claim to be‘ doing’ AI, most are simply talking about it. However, travel managers believe AI could be the key to unlocking serviced apartments’ true potential by establishing a competitive advantage over hotels.
Josef Jedlicka is Supplier Development Regional Manager at global Relocation Management Company Graebel.“ All our partners have invested into new technology. AI implementation is where we want to go. Some of our clients, particularly tech companies, are utilising it, mainly to automate some administrative tasks.”
Karen Hutchings says that although many travel managers are encouraged to use Generative AI in some way or form,“ none of them really know how to use it yet because very few of the big TMCs have it in place.”
“ AI is the biggest opportunity in our industry right now. You go into an apartment and you’ ve got all the amenities you need, but it doesn’ t give you anything else.
Operators realise that the true value of AI lies not in replacing humans, but in performing the tasks those individuals do not have time for. The consensus is that AI adoption will be gradual as people come to understand the capabilities of AI beyond emails and make in-roads in terms of its adoption and application.
Challenges and opportunities- realising the potential
Travel managers striving for seamless end-to-end travel and relocations are frustrated by the lack of information provided to travellers / assignees pre-trip or pre-arrival at the apartment, especially when existing technologies enable this.
“ We’ re not driving people to have that opportunity” says Wood Plc’ s Danny Cockton.“ We’ ve got the facility to book serviced apartments, but it’ s still not as simple to book as air or hotels. It’ s about making it easy for people to book.”
Travellers and assignees need to know what to do when things go wrong, with un-managed check-ins or no concierge services highlighted as examples of where serviced apartments do not compare favourably with hotels.
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