Home at last

Free-spirited travellers looking for a different kind of city stay are finding that serviced apartments offer a great alternative to the usual hotel options.

For families, individuals or groups of friends, it is a chance to create something of a home away from home, with all the sense of convenience, privacy and comfort that entails. And for business travellers, in town for more than a whistle-stop sales visit or the standard three-day conference, it provides a welcome contrast to work-centred routines, while giving easy access to leisure, restaurant and business facilities either on site or at a nearby partner hotel.

"For many guests, the major benefit of staying in a serviced apartment is the extra living space," says Caroline Leong, director of marketing for Oakwood Asia-Pacific. "Instead of feeling 'crammed' into a smallish hotel room, they have a dining room, living room and kitchen, which can be important for families who want to cook for their kids and not eat out all the time."

Noting that business travellers are still the company's core clientele, Leong stresses the need to keep developing other avenues. Leisure travellers and holiday makers are, therefore, seen as an important and growing market segment. With a new property in Guangzhou to add to city centre locations in Seoul, Jakarta, Manila and Mumbai, there are obvious attractions to being able to explore the length and breadth of Asia at one's own pace and rhythm.

"We are geared up to increase this type of leisure business and, with the exception of Hong Kong and Japan, almost all our properties will accept overnight stays," Leong says. "We have summer and winter promotional packages and some great value 'website exclusives' for travellers booking online or via a smart phone."

The key is striking a balance so that serviced apartments feel homely, yet have high-quality amenities and reliable services for use if needed. To this end, Oakwood now has purpose-built children's playrooms or playgrounds at many properties, babysitting services and children's menus, which can be ordered in. There are further options for private dining in the apartment, housekeeping and grocery deliveries, plus facilities such as an exclusive residents' lounge for socialising and a fitness centre to keep in trim.