When it comes to apartment accommodation it's easy to get confused about the different types and what amenities are included.
In Europe, particularly the largest markets France and Germany, it's common to hear about serviced apartments and aparthotels while the US focuses on 'extended stay' brands. All are growing in popularity by offering rooms with more space and a kitchen, meaning it can feel more homely and travellers can choose to eat in. Some may say they have been too slow to expand, given the growth of Airbnb.
My understanding is that aparthotels and extended stay properties have apartments with a hotel-style 'lounge' or lobby area and perhaps a gym and/or food options downstairs, while serviced apartments offer an apartment and front desk but with no communal space.
There are multiple serviced apartment operators that often have a history in real estate while the aparthotels and extended stay brands are run by large hotel conglomerates such as Accor's Adagio and IHG's Staybridge Suites or serviced apartment companies widening their product such as SACO's Locke and Mode by BridgeStreet.
But given the extended stay sector's scope in the US, it is may be the arrival of Marriott's entry into Europe that acts as the tipping point in awareness of the sector outside of the companies with the biggest travel spend. The first Residence Inn in Europe will open in London next month followed by others in Amsterdam, Aberdeen and London by the end of 2017.
"Big global blue chip companies…such as Siemens, Samsung and Philips…already have travellers staying in our US properties so they are hungry for these [European sites] as it suits their needs better. A third of business travel stays globally and 34% in Europe are extended stay (five nights or more)," explained Diane Mayer, VP and Global Brand Manager for Residence Inn. "There is little extended stay product in Europe but lots of people travel to US and experience it there and a lot of Americans come to Europe so they will know brand. But we need travel managers and travellers to understand it's different from a hotel and what they are, and aren't, getting".
But even current travellers may need some education. Urban developments, particularly in cities like London, mean smaller apartments. Suburban Residence Inn sites in the US can have apartments up to 42 square metres while the average in Europe will be 27-30 square metres.
And when you see the pipeline for apartment accommodation below, it's no wonder. That's a lot of units on top of more hotel rooms and sharing economy beds.