
Hospitality Experience
Analysis of Selected UK Serviced Apartments Markets
Horwath HTL was approached by a European Serviced apartment operator to assess the potential of selected UK markets for their product
Project Scope
Horwath HTL was engaged by a European serviced apartment operator to assess the potential of selected UK markets for their product. The objective was to provide a detailed analysis of market conditions, demand drivers, and competitive dynamics, enabling the client to make informed decisions about their expansion strategy.
The project began with a comprehensive evaluation of the selected markets, focusing on factors such as local economic activity, corporate travel demand, tourism trends, and infrastructure development. Particular attention was given to identifying areas with strong business and leisure travel activity, as well as underserved markets where serviced apartments could meet untapped demand.
A competitive analysis was conducted to benchmark existing serviced apartment offerings and alternative accommodation options. Metrics such as occupancy rates, average daily rates (ADR), and revenue per available unit (RevPAU) were reviewed to understand market dynamics and identify gaps where the client’s product could differentiate itself. The study also examined market trends, including increasing demand for extended stays and the growing preference for flexible, home-like accommodations.
The analysis included insights into consumer preferences, highlighting the appeal of serviced apartments for corporate clients, long-stay guests, and families. Recommendations were provided on optimal property locations, unit configurations, and service offerings to align with the needs of target customer segments.
The final deliverable was a comprehensive report, presenting market insights, competitive benchmarks, and strategic recommendations for each selected market. The report offered a clear roadmap for the client to prioritise markets, tailor their product offerings, and optimise their entry strategy.
By delivering a thorough and data-driven analysis, Horwath HTL supported the client in evaluating the potential of the UK serviced apartment market, positioning them for successful expansion and long-term growth in a competitive and evolving segment.
Project Location
United Kingdom