INVESTMENT
Adventuresome
CAPITAL
NEWER CONCEPTS DRAWING INTEREST . IN ADDITION TO APARTMENT-HOTEL HYBRIDS , THE PANDEMIC ’ S PREMIUM ON “ FRESH AIR ” CASTS A SPOTLIGHT ON EXPERIENTIAL LODGING .
Contributed by EVAN HURD , PRINCIPAL AND MANAGING DIRECTOR , ROBERTDOUGLAS , SAN FRANCISCO
The strength of hospitality as a commercial real estate class is responding to consumer needs by what we like to call adventuresome capital – substantial investments in novel consumerresponsive lodging platforms . In doing so , investors in many cases are backing entrepreneurs who are pushing the envelope of a hotel stay with unique locations , room configurations or delivery of services . Think of it as a hospitality lab on steroids .
In recent years , these formats have included a hybrid of a multifamily apartment and hotel room , as a challenger to the appeal of sharing economy accommodations and Airbnb ; as well as an expansion of outdoors lodging concepts , popularly referred to as glamping , for glamorous camping , or experiential lodging .
AIRBNB WAKE-UP CALL ? Many of these new concepts are also focusing on the efficiency and revenue potentials of their technology underpinnings . For example , apartment-hotel hybrids combine the space , convenience , community feel and individuality of apartment living with the servicelite standards , security , cleanliness , and diverse amenities closer to those offered at select-service hotels . Tack on the latest technology as it relates to reservations and revenue management , guest communications and other contactless services . and you have a compelling product for both shortterm transient and extended stay business guests .
The same thinking can apply to outdoors lodging platforms . In each case , these are properties that can be individualized but are envisioned as belonging to a distinct brand and portfolio .
These hotel-apartment hybrids can take several forms . In some cases , it might be likened to
36 hotelsmag . com January / February 2022