GSAIR 2023 : EMEA 18
Alternative models
According to the 2023 GSAIR survey , corporate usage of alternative accommodation models such as home stay and co-living are growing as corporates evaluate the potential cost savings and traveller preferences .
25 % of corporates are considering using co-living products . 14 We hear from Jermaine Browne of re : shape living , Juha Hämäläinen , Mark Houston and Ulrike Tognon of ARIV Coliving as to all things alternative models .
Jermaine Browne
Our vision of co-living and alternatives is creating dynamic spaces where residents and guests forge meaningful relationships and lifestyles . Our alternative living brands are tailored to different needs in different locations . For example , ARK Coliving is curated to embrace urban dwellers seeking a vibrant community led experience whether they stay for a few nights or months .
In the UK , we ’ ve seen the rise of innovative alternatives blurring the lines between hospitality and residential , exemplified by brands like The Other House and Locke Living . These appear to have mastered seamless living in beautifully designed and luxurious self-contained serviced apartments . Our approach puts greater emphasis on the shared economy model and being an affordable alternative .
Looking ahead , we envision a convergence of different models , all anchored in the principles of community , flexibility , and enhanced lifestyle experiences . It ’ s a dialogue that echoes the desires of modern resident , commuter , and nomad – the quest for connections and
curated living , rather than just a place to rest .
Juha Hämäläinen
Forenom operates an extensive portfolio of 9,000 units , comprising serviced apartments , aparthotels , hostels , corporate housing , and a flexible project housing section . The company also has its own agency across
Europe , giving it a comprehensive view across the sector .
The Nordic serviced living market has witnessed a significant increase in new capacity , The mainstream serviced apartment category , which includes a wide range of options from corporate housing to co-living , has experienced substantial growth in the Nordics . Brands such as Noli Studios , Unity , Bob W , and Forenom have collectively added 2,700 new units across the
15 16 17 18 region in just a year .
Pure co-living , featuring shared apartments , has been introduced by brands like Umeus , Allihoop , and Evergreen , adding 500 new units in the same
19 20 21 timeframe .
Home share has rebounded in 2023 , surpassing previous levels , with the Nordic capitals boasting a total of 26,000 Airbnb listings . Copenhagen has the highest number of listings , while Stockholm has the fewest , mainly due to challenging regulations . Oslo has experienced the most significant growth , doubling its
22 23 24 25 listings within a year .
The serviced living sector is expected to expand significantly , especially flexible concepts which are able to accommodate stays from short-term to over a year . 26 However , pure co-living with shared apartments is only expected to grow modestly due to travellers ’ privacy needs .
14 . Global Serviced Apartment Industry Report 2023 15 . Noli Studios : https :// nolistudios . com / en 16 . Unity : https :// unity-living . com / en / about-unity / 17 . Bob W : https :// bobw . co / 18 . Forenom business intelligence database 19 . Umeus : https :// www . umeus . no / 20 . Allihoop : https :// www . allihoopliving . com / 21 . Evergreen : https :// evergreen . rent / 22 . https :// www . airdna . co / vacation-rental-data / app / dk / default / copenhagen / overview
23 . https :// www . airdna . co / vacation-rental-data / app / fi / default / helsinki / overview 24 . https :// www . airdna . co / vacation-rental-data / app / no / default / oslo / overview 25 . https :// www . airdna . co / vacation-rental-data / app / se / default / stockholm / overview 26 . Interview with Natalia Nikola , Head of Serviced Living Noli Studios / Nelio Concepts