India’s hospitality industry sees a rising demand for serviced apartments from business travellers, reports Neha Gupta
Imagine a luxury hotel room with all the expected amenities — high speed wifi, 400 count Egyptian cotton sheets, a perennially well-stocked coffee/tea unit, an iPad interface that controls the room’s electronic functions. Expand this space to a larger area with your own living room and kitchenette so you can either prepare meals for yourself or opt for room service. You are in a separate tower of one-, two-, and three-bed serviced apartments, but part of a luxury hotel property. Even though you have a separate entrance, you are allowed access to all facilities of the hotel — breakfast buffet, housekeeping, wifi, room service, laundry, gymnasium, spa, pool and a sense of security. All these enhanced hospitality facilities are packaged and served to you at a bargain, in comparison to checking into a standard hotel room. These are exactly why serviced apartments are proving popular for longer stays.
As Anil Chadha, Area Manager South, ITC Hotels and General Manager ITC Grand Chola says, “These apartments are the more popular and economic choice for long-stay business travellers, mainly expats. They offer guests with the additional comfort of a house as the rooms come attached with a kitchenette and a living room.”
Up until two decades ago, guest houses were all the rage for office executives whose visits culminated into a year if not more. Such lodgings have been an age-old concept in India where accommodation with bare minimum facilities are offered at negligible rates. Should you wish to eat, there may or may not be a cook on the property, and even he must be informed well in advance.
Guesthouses still exist, but the trend of serviced apartments in India has revolutionised this. The advent of India’s IT, ITES, medical and finance industries on the global map has seen a two-way traffic of business travellers, most of who demand a certain level of comfort during long-stays. In fact, the demand for serviced apartments extends to those in the city for a short week even.
As of today, serviced apartments in India are still a niche market, but one that is gradually expanding. “We are looking to take over guest houses, or play that role,” says Jai Kishan, General Manager, Novotel Kolkata Hotel and Residences.
“A simple task of getting your morning coffee can be tedious in your own apartment because you have to stock up on your sugar, invest in a coffee maker etc. In a serviced apartment, everything is in place for you.”
As the financial capital of India, Mumbai alone has over 400 units of serviced apartments at a five-star level from Taj Wellington Mews, Lakeside Chalet Marriott Executive Apartments, The Grand Hyatt Residences and The Grand Residences by the InterContinental. There are plans to equip Bengaluru, known for its IT industry, with up to 500 units from Hilton International, Oakwood, Le Meridien and the Brigade group. And the Delhi-NCR region will see the launch of an additional 500 units from Marriott Executive Apartments, Oakwood, Westin and The Leela in the coming years.
Ramesh Daryanani, Area Director, Sales and Marketing, South Asia Marriott International rationalises the two main causes for the rise of serviced apartments in India. “The most predominant reason is that the implementation of projects, particularly in the information technology sector and setting up of new businesses require that travellers stay in the country for longer durations. In such cases, serviced apartments, given the facilities provided as well as their cost benefits, become an ideal choice for organisations. The second reason is that families now-a-days prefer larger rooms during their travels. Enhanced in-room facilities and the option to travel with friends where they can share a common living area make a serviced apartment a preferred option.”
For a business traveller, the thought of returning to a 41 sqm hotel room each evening for months can be unsettling, let alone a year. Parveen Chander, General Manager, Taj Wellington Mews says they have even had guests for about eight to nine years since their launch in 2004, as serviced apartments are calculated to be a more feasible, not to mention, convenient option.
This begs the question, wouldn’t a rented apartment prove more economical? For expats, hunting for an apartment to lease can be tedious as the Indian market for rental units is still a neglected one. “Renting an apartment comes with a lot of hindrances such as fixing the place to make it more liveable, paying monthly bills, looking for a convenient laundry option (washing machines and dishwashers are still a luxury in India), and having the feeling of being safe. Serviced apartments have that edge because all ancillary tasks and errands are taken care of. A simple task of getting your morning coffee can be tedious in your own apartment because you have to stock up on your sugar, invest in a coffee maker etc. In a serviced apartment, everything is in place for you,” says Kishan.
Most apartments have their own list of additional value-added services to ensure a more comfortable stay. Novotel Kolkata Hotel and Residences provides an assistant to help with the chopping of vegetables and at no charge, should the guest wish to cook for himself. Marriott Executive Apartments Mumbai has a tie-up with a grocery store that offers free home-delivery and items are sold at market price. Taj Wellington Mews Mumbai welcomes you with a pet-friendly policy.
The rising competition in this space has led to enhanced facilities that are at par with hotels, and serviced apartments are offered at competitive prices. When opting for a serviced apartment vs. a hotel room, guests end up saving anything from 15-20 per cent, as well as benefitting from a homely feel and the sense of being looked after. When asked about how hospitality groups benefit from such projects, Chander says, “Permanency of the resident ensures a steady inflow of additional revenue to the company.”
Realising the potential for serviced apartments in the hospitality industry, a lot of independent players have entered the competition too. Their services may not be at a luxury level, but their three-star accommodation promise the basics like 24-hour concierge, in-room dining, laundry and housekeeping.
Here is a round up of the more popular serviced apartments in India — luxury and budgeted.
ITC GRAND CHOLA, CHENNAI
Minimum stay: 15 days
Even though ITC Grand Chola’s serviced apartments are a part of the hotel’s property, they have their own entrance, lift, gym, pool, and steam and sauna. The decor of all 78 residences, like that of the rest of the hotel, is modelled after the Chola dynasty and in tones of cream, white, chocolate, brown, beige, which highlight the intricately crafted motifs and carvings. Their one-bed apartments are spread over 242 sqm, two-bed over 365 sqm, and three-bed over 510 sqm. On arrival, a welcome hamper is placed in their rooms, which includes tea, coffee, sugar, milk, butter, jam, bread loaf and eggs, and can be customised according to dietary preferences. In case the guest is in need of additional groceries, ITC sources them at market price from a supermarket that is close at hand. Every Friday, Saturday and Sunday the residents get a 25 per cent discount on all drinks, and can enjoy Happy Hours on weekdays from 7pm to 8pm. If the guest wishes to regularly use the spa, a package is customised as per their need, as is for their wifi requirements. itchotels.in
GRAND HYATT RESIDENCES, MUMBAI
Minimum stay: 21 days
They don’t just have 110 one-, two-, and three-bed serviced apartments, but a category under each — 75 sqm one-bed standard, 72 sqm one-bed patio, 77 sqm one-bed verandah, 102 sqm one-bed grand, 127 sqm two-bed standard, 134 sqm two-bed verandah, 156 sqm two-bed grand, and 219 sqm three-bed standard. The living rooms have a sofa set, armchairs and a dining table for six. A workspace with broadband (₹240 wifi per day), a private telephone line, walk-in wardrobes, vanity desk and an iron and ironing board are the available amenities. For groceries, guests can fill an order form provided and the hotel gets it for them from a local grocery store. Basic food necessities like a box of corn flakes, jam, coffee, eggs, butter, bread, milk, juices and vegetables are placed in the room prior to arrival. The hotel’s 24-hour gym is available for free, but the spa and salon are as per their rate cards. Other recreational areas for the residences include a swimming pool, a tennis court, a volleyball court, and a basketball court. residences.mumbai.grand.hyatt.com
MARRIOTT EXECUTIVE APARTMENTS LAKESIDE CHALET, MUMBAI
Minimum stay: 7 days
It is the only one in India, and one of 20 serviced apartments worldwide by the Marriott group. The apartment building is positioned between the Powai lake and green hills, giving the feeling of being away from a crowded city. From the services offered, each of the nine-storeyed floors has a launder mat with two washing machines and two dryers, and each apartment has a starter-pack of detergent. Further, a food hamper, which is customised to match the nationality of the guest, is placed in their apartments to welcome them. The building also houses a grocery shopping service that will restock the kitchenette on request, and recreational areas such as a swimming pool, a tennis court, a jogging track, a games room and a kids playroom. Guests can walk over to the Renaissance Convention Centre Hotel, on the same property, to use the gym and the spa. Corporate tie-ups, and members of Marriott Rewards are entitled to free wifi. marriott.com
TAJ WELLINGTON MEWS MUMBAI
Minimum stay: 7 days
This hospitality apartment building is built on a separate property and is not an extension of any
of the Taj hotels in the city. Taj Wellington Mews is located just minutes away from Mumbai’s commercial hub. The 80 fully furnished apartments are a mix of studios, one-, two- and three-bed apartments and penthouses. The business centre has five conference rooms and one board room with the latest telecommunication facilities, video conferencing, wifi, multi media computers, laptops, portable printers, mobile phones and secretarial services. Interpretation and translation facilities are also available on request. The other services and facilities on the property include: care-taking services, car rental and car wash, currency exchange, express check-in & check out. Weli Deli, a mini mart and delicatessen serves breakfast, snacks, salads, pizzas, pasta and light Indian meals, in addition to daily supplies that residents may need. The lounge bar offers a choice of beverages, cocktails, spirits and snacks. Access to the pool, gymnasium and wet areas of the spa are free. Spa treatments are offered at a 25 per cent discount. tajhotels.com
THE LEELA RESIDENCES, GURGAON
Minimum stay: 30 days
The Leela Residences, is a six-storeyed wing connected to The Leela Ambience Gurgaon property. All 90 apartments — one-, two-, and three-bed — include a kitchenette, a dining area, a living room and an independent and attached bathroom. Their area space ranges from 80 sqm to 197 sqm. On checking-in, a personalised letter from the General Manager, a stock of grocery for three days, a fruit platter, cookies, and water bottles welcome the guest. The kitchenettes are equipped with basic appliances like a tea and coffee maker, microwave, dishwasher and refrigerator, as well as cooking utensils and crockery. A 40-inch LCD television, a Bose iPod dock and a Blu-ray player with a list of DVDs keep you entertained. Even though the residences have a separate entrance with a 24-hour residence lounge and a laundry room, the hotel’s facilities, such as the restaurants, bars, fitness centre, spa, pool, business centre and private meeting rooms, are available to them at a discount or for free. Being connected to the Ambience Mall allows guests convenient access to grocery stores, salons, cinema and eateries too. theleela.com
NOVOTEL KOLKATA HOTEL AND HOTEL AND RESIDENCES
Minimum stay: 7 days
In September 2014, Novotel launched 48 serviced apartments in Kolkata, with an equal number of studio and one-bed apartments. All apartments have access to free wifi. Although a part of the hotel building, the serviced apartments have a separate lift and entrance. They are tastefully designed in straight lines, minimalistic furniture, dark wood panelling, and soft shades of mustard yellow. Dedicated facilities available to the guests are the Premier lounge, boardroom, and kids zone. Apart from these, guests have free access to the hotel’s outdoor swimming pool, kids pool, web corner and 24-hour fitness centre; and the chargeable services are offered at a 20 per cent discount. Their welcome packs give information on the city, things to do over weekends, quick getaway destinations in Eastern India, as well as details about destinations like Port Blair, Bangkok, Singapore and Kuala Lumpur, which are just two to four hours away by flight. novotel.com
THE PERCH, GURGAON
Minimum stay: 2 days
In 2010 they launched 35 serviced apartments spread across three buildings, and by the end of 2016 they plan to add another 65. Nature plays a big role in their interiors with plenty of potted plants and ferns placed against the walls painted in natural shades of pearl, beige and grey. Though a three-star property, guests can enjoy a comfortable stay with basic facilities such as access to the gym and library, free wifi, breakfast buffet, daily housekeeping, and a 24-hour concierge service. Guests staying for a month or more are offered a 25 per cent discount on room rates and meals. A corporate package includes a customised taxi plan. In addition to this, The Perch has a tie-up with the local grocery store, which entails free delivery, and when required, the property’s staff is also available to run errands. theperch.in
COCO GOA
Minimum stay: 4 nights (only from December 24 to January 5)
Their three-star studio apartments can be shared by two people, and their one-bed serviced apartments can be comfortably shared between four people. In case of a group of six, they unlock the connecting door between a studio and a one-bed. Each room is equipped with a 32-inch LCD TV, an electric kettle, a toaster, a microwave, a fridge, and on request, guests are provided with an iron and an ironing board. Wifi is free in all rooms. They don’t have a gym, but have a pool. They don’t have an in-house restaurant, but have a bunch of menu cards from neighbouring restaurants who will deliver to your room. coco-goa.com
FONTANA BAY PUNE
Minimum stay: 1 day
Launched in 2011, this is one of four serviced apartments of the Ahuja Residency group. They debuted in Delhi in 1982 as guesthouses and have since evolved into a group of aesthetic spaces — two in Delhi, one in Gurgaon and one in Pune. All 24 apartments of the property in Pune include a living room, a kitchenette and a balcony. A 32-inch LCD TV and DVD player is fitted in every room and living room. The kitchenette is equipped with a refrigerator, microwave, toaster, electric kettle, and induction stove. Guests have free access to high-speed wifi, landline for local calls, laundry room. They don’t have a gym, but lend bicycles on request. They have just one kitchen that offers a-la-carte lunch and dinner and free buffet breakfast. ahujaresidency.com
