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PREV IEW SPR IN G 2016
SERVICED
APARTMENTS
ULTRA
SUPPO RTIN G GLOBAL TEAMS O N THE MOVE
FOR EM PLOY ERS , R ELOCATIO N
Supported by:
PRO FESSION ALS AND S ERV ICED
APARTM ENT PR OV IDERS
relocateglobal.com
DER AG LIVINGH OTEL , VIENNA LOB BY
CONTENTS
04 FR OM THE EDITOR
06 W HER E IN THE WOR LD IS B USINES S TR AVEL GO ING ?
10 GLOBAL GR OWTH
14 EUR OPEAN EX PAN SIO N
20 U K DEV ELOPM ENTS
24 K EY POINTS OF DIFFER ENTI ATIO N
28 PEER TO PEER PUTS ON THE PR ES SUR E
36 ASAP’ S GLOBAL QUALIT Y ACCR EDITATIO N PR O GR A M M E
38 MOV ERS & SHAKERS
CHEVAL
WELCOME
TO THE
RELOCATE
COMMUNITY
F inding the right short-term accommodation, in the
right location, at the right price, is a top priority
for employers and relocating employees, to avoid
Industry surveys show that demand from corporates
wanting short-term accommodation for international
assignees and business travellers has soared in recent years
assignment failure. Equally securing accommodation for and is set to grow further, so it’s more important than ever
business travellers is paramount to ensure compliance, to raise your company’s profile to employers and employees
productivity and the success of global projects. navigating the marketplace to choose the serviced
These are just some of the reasons Relocate Global accommodation that best meets their needs.
is launching Serviced Apartments Ultra, our new digital Please keep us informed of trends and developments
magazine, to coincide with the added interest in serviced in your region together with your news and details of new
accommodation generated by the Business Travel Show on openings by emailing editorial@relocatemagazine.com.
24 & 25 February in London. We are particularly pleased If you would like to advertise across our media please
to be able to support the ASAP members who will be contact Bridget Leary or Susana Morss-Davies on
exhibiting, and their fast-growing membership. +44 (0)1892 891334 or email ads@relocatemagazine.com
Relocate Global recognises the importance of this We invite you to join the Relocate community, share our
accommodation solution to its readership of HR, global resources, participate in our events and make connections
managers and relocation professionals. We are the across this growing sector.
definitive independent information source for those
managing relocations, global teams and international Fiona Murchie, Managing Editor
assignments. Covering accommodation solutions is a editorial@relocatemagazine.com
priority across our media.
T: +44 (0)1892 891334 F: +44 (0)1892 891336 relocateglobal.com
Relocate Global, Spray Hill, Hastings Road, Lamberhurst, Kent TN3 8JB, United Kingdom
@relocatemag
Re:locate Global /likerelocate /relocatemagazine /+relocatemagazine
#relocatemag
2015/16
Guide to
INTERNATIONAL
EDUCATION
& SCHOOLS
FOR PARENTS, EMPLOYERS
AND RELOCATION PROFESSIONALS
relocateglobal.com
EUROP E AUTUMN 2015 ISSUE FOR HR , G LOBAL MANAG ERS & RELOCATION PROFESSIONALS
Re:locate Re:locate
Summer 2015
relocateglobal.com GLOBAL relocateglobal.com
F O R HR , G LO B A L M A NA G E RS & RE LOC AT I ON PROFE S S I ONA LS
ASIA
Re:locate
MOVING
PACIFIC
Autumn 2015
ABROAD
Fulfilment Mobility making strides
tops
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finance BUSINESS
EU ICT TRAVEL
PERMIT US
High on the
SWITZERLAND corporate
SPOTLIGHT
Mobility game changer? Secrets of success agenda
Let the good times roll TECH
HUBS
Europe’s digital Driving the
economy
MOBILITY growth of the
UK regions
2020
The next wave
Glimpsing
the future
Cultural
competence
Essential for CEOs
This issue sponsored by: Pay & Benefits 2016
Responsible THE rewards
This issue sponsored by:
Pocket
GUIDE TO
RELOCATION
This issue sponsored by:
IMMIGRATION
The debate continues
Re:locate
THE MAGAZINE FOR HR & RELOCATION PROFESSIONALS
M AX H AUS CAM PINAS CAM B UI BY S KYLINE
C 2016. Serviced Apartments Ultra is published by Profile
Locations, Spray Hill, Hastings Road, Lamberhurst, Kent
TN3 8JB. All rights reserved. This publication (or any part
thereof) may not be reproduced in any form without the prior
written permission of Profile Locations. Profile Locations accepts
no liability for the accuracy of the contents or any opinions
R ELOCATEGLO BAL .COM expressed herein. ISSN 1743-9566.
WHERE WORLD IN
THE
IS BUSINESS
TRAVEL GOING?
AS THE ECON OM IC CENTRE O F GR AVIT Y SHIFTS FR OM
THE W EST TO EM ER GIN G ECO NOM IES LIK E SO UTH
EAST ASIA AND LATIN AM ER ICA , S ERVICED APARTM ENT
PROV IDERS AR E S EIZIN G NEW O PPO RTUNITIES TO CATER
FOR THE B USINES S TR AV EL AND GLO BAL MO B ILIT Y M AR K ETS .
Serviced Apartments
A s David Sapsted has reported for Relocate Global,
travel to emerging markets boosted Heathrow
passenger numbers to a record high of 75 million in 2015.
taking steps to attract business from overseas. Relations
between Cuba and the US have thawed markedly, and
the two nations have recently signed a number of trade
Passenger numbers to and from China rose by 14 per agreements that will see huge changes in the opportunities
cent, while Latin America accounted for an 8 per cent rise available to companies wanting to do business in Cuba.
and the Middle East for a 6 per cent increase. Two countries that have already seen remarkable
Other air transit hubs, even relatively quiet ones economic growth as a result of foreign investment are
such as Helsinki-Vantaa, have also seen a significant rise Vietnam and Mexico. Although politically very different,
in passenger numbers. In 2015, the number of transit they are both experiencing rapid economic expansion,
passengers at Helsinki airport increased by 3.1 per cent and, for now at least, are relatively unfamiliar destinations
from the previous year to 2.6 million, as travellers opted for relocations.
to take a northerly route across the globe. Many of these With a shortage of housing stock perceived as being
passengers were from the Asian countries, and surveys suitable for expats, both countries are ripe for further
show that the majority originated from Japan and China. development of the serviced apartments industry.
BUSINESS TRAVELLERS TURN VIETNAM: THE NEW SILICON VALLEY?
TO EMERGING ECONOMIES With costs for foreign manufacturers in China rising, a
The growing importance of emerging economies and technology growing number of businesses are relocating their operations
hubs to UK-based business travellers was also highlighted in to Vietnam. In 2016, Vietnam appears poised to become
the American Express Global Business Travel Survey. a global hub for a number of industries, and along with
In the 2015 report, New York continued to top the its well-established textile exports, this South East Asian
list of intercontinental destinations, but the survey also country has seen the rapid development of electronics.
highlighted the attention being paid to ‘new’ economies. As electrical and electronic products become the
“When it comes to international business travel, country’s top exports, Vietnam is even being touted
the US remains a key destination but emerging markets as a possible rival to Silicon Valley.
are making headway,” it said. The Communist leadership is actively pursuing a policy
A number of countries that were previously largely of attracting hi-tech foreign investment into the country
closed to foreign investment are now opening up and and the Saigon Hi-tech Park (SHTP), currently under
07 | RELO CATEGLO BAL. COM
Serviced Apartments
construction outside Ho Chi Minh City, will soon see Reflecting this growth, in July 2015 Vietnam Airlines
Samsung begin to operate a new $2 billion complex. introduced daily direct flights between Heathrow and Vietnam,
“These are continuing signs of an increase in the and Ho Chi Minh City has a burgeoning real-estate sector
number of foreign-invested supporting industry companies that’s attracting property developers from all over the world.
and suppliers in Ho Chi Minh City and neighbouring A number of major serviced accommodation providers,
provinces,” reported Vietnam News recently. including The Ascott Limited, SilverDoor and Frasers
In 2015, the growth of hi-tech exports helped lift Hospitality, have opened, or taken over the management
economic growth to 6.7 per cent – the fastest rate in eight of, serviced apartments in Vietnam’s major cities, and other
years – and analysts at HSBC believe that the economy operators are eyeing the market.
will expand at the same pace this year, led by a rise of With 14 management contracts signed in South
more than 10 per cent in exports. East Asia in 2015, Ascott has added over 2,700 serviced
The Nikkei Asian Review added, “The prospect of tariff- residence units in the region – more than triple the number
free access to the EU and TPP [Trans-Pacific Partnership] added in the same region during the whole of 2014.
member states will drive foreign investment in Vietnam, Its CEO, Mr Lee Chee Koon, said, “We have ramped
after a record $23 billion in actual and pledged FDI flooded up our expansion in South East Asia, as we see strong
into the country in 2015. growth potential in the long term. With more than 13,000
“The same year, Vietnam cut restrictions on foreign apartment units in 73 properties across eight countries
ownership of businesses, another inducement to foreign in South East Asia, over 30 per cent of Ascott’s global
investors keen to tap the country’s youth bulge – 60 per footprint is now concentrated in this fast-growing region.
cent of the 94 million population is under 35 – and low “South East Asia is shaping up to be one of the most
wages compared with China.” vibrant and attractive markets for foreign investors, with
According to PricewaterhouseCooper’s UK Economic Outlook a young population driving domestic demand, growing
report, Hanoi and Ho Chi Minh City will top the list of the export figures, and various economic policies in place to
world’s highest economic growth cities from 2008 to 2025. attract foreign capital.
FRASER RESIDENCE, MENTENG, INDONESIA
“The upcoming ASEAN Economic Community office space is scheduled for delivery within the next three years.
will not only boost economic integration in the region, SilverDoor, BridgeStreet and Oakwood are relatively
it will also transform South East Asia into an economic new players in Mexico, but Dominion Suites has provided
powerhouse with a population of more than 600 million.” corporate housing there since 1998. Among its properties is
The Place Corporate Rentals, in the exclusive Lomas Altas
DOWN MEXICO WAY area of Mexico City.
Mexico, the most visited country in the Americas, is Located within minutes of busy neighbourhoods such
attracting increasing numbers of business travellers and as Santa Fe, Bosques de las Lomas and Polanco, Lomas
growing foreign investment. Despite crime statistics, Altas is home to several major US corporations, including
PwC forecasts that Mexico City will have become the Microsoft, Unilever and Acuvue.
seventh-richest city in the world by 2025. Dominion Suites has long accommodated travelling
In 2014, Mexico’s energy industry was opened up executives. More recently, it has added two-bedroom and three-
to foreign investors for the first time for more than 75 bedroom properties to its portfolio, to attract accompanying
years, and there has been increased overseas investment families. Amenities include a fully appointed kitchen and living-
in tobacco and electronics. In addition, Mexico’s major dining room, and service levels are high, with housekeeping,
trading partners include the US, China and Japan. laundry, transport and grocery services available.
This increased wealth is expected to create more Catering for families that are travelling to Mexico
opportunities for the real-estate industry in the coming City or have relocated there, the developers have provided
years. While the drop in oil prices and declination of the a range of recreation facilities, including a pool, a spa,
peso have caused challenges, Mexico’s capital city is also a fitness centre, and a children’s play area. In a further
experiencing a surge of growth in real estate. bid for the expat family market, pets are welcome.
As foreign investment increases and more companies turn
their attention to the city, the office market is also expanding.
According to Knight Frank, 52 million square feet of modern
To keep up with trends in managing
international assignments visit
09 | RELO CATEGLO BAL. COM relocatemagazine.com/international-assignments
GLOBAL GROWTH
SERV ICED APARTM ENT COM PANIES AR E R ESPO NDIN G
CREATIV ELY TO THE UNDERSUPPLY O F SH O RT -TER M R ENTED
ACCOM MODATION IN SOME PARTS O F THE WO R LD AND
THE INCR EASIN G DEM AND TH AT LOO KS S ET TO B E GENER ATED
BY A PR EDICTED IN CR EAS E IN SH O RT -TER M AS SIGNM ENTS .
T he demand from companies wanting
short-term accommodation – particularly
serviced apartments – for overseas assignees has
While short-term assignments are forecast to grow to
over a fifth of all international relocations in the three years
to 2017, long-term assignments are expected to fall from
soared in recent years and shows no sign of abating, 52 per cent to 45 per cent over the same period.
according Knight Frank’s 2016 Global Cities report. The report also notes that the availability of short-term
Over the past seven years, the report says, rental accommodation is not meeting demand in many
the number of serviced apartments has grown markets, particularly Asia.
by 80 per cent and now totals more than 750,000 Tom Bill, head of London residential research at Knight
properties worldwide, some 61 per cent of them Frank, commented, “For investors and landlords, there are
in the US and 17 per cent in Europe. clear long-term rewards in the world of short-term rental
The authors add, “The trend looks set to continue, accommodation. Cities that embrace the flexibility of models
with the number of apartments increasing by as much like serviced apartments will reap the economic rewards.”
as 18.2 per cent between 2014 and 2015. The fact
that demand exceeds supply puts upwards pressure FILLING THE GAPS
on occupancy levels, with nearly three-quarters of How are serviced apartment operators responding to the
global operators reporting a year-on-year increase. lack of short-term rented accommodation in some markets
“With such strong occupancy rates, it is no and the increasing demand that looks set to be generated
surprise that more hotels are moving into the by the predicted increase in short-term assignments?
serviced apartment market.” The Ascott Limited, the world’s largest serviced
According to the report, there is a growing trend apartment operator, plans to double its global portfolio
for operators to locate serviced apartments and hotels to 80,000 units by 2020. CEO Mr Lee Chee Koon said
on the same site, producing savings during both that the company had been expanding aggressively to
development and operation. achieve its milestone of 40,000 units ahead of schedule.
R ELOCATEGLOBAL . COM | 10Believe in the
power of one
Today, there is a unified approach
to serviced apartments
The TAS Alliance brings together the best
independently-owned and operated serviced
apartments into a global network, powered
by a common technology platform
The TAS Alliance is a 100% solution for
buyers looking to build, expand or enhance
their serviced apartment programmes
www.theTASalliance.comServiced Apartments
“This year,” he told us, “Ascott has so far added 175,000 apartments around the world. Also, through
18 properties in China, Indonesia, Malaysia, Thailand, our joint venture with Mapletree, we are planning
Turkey, Vietnam, Oman and the UAE. We also opened to triple the number of Oakwood-branded properties
eight properties, with another 15 more to open in China, across the globe.”
India, Indonesia, Korea, Malaysia, the Philippines, Ms Lundon explained that Oakwood was focused
Oman and Saudi Arabia this year. on increasing capacity and expanding commercial
“Such expansive growth demands an intimate partnerships in key business hubs like London, Dublin
understanding of the market and an ability to establish the and Amsterdam and in other markets where corporate
right local alliances. To double our portfolio to 80,000 units demand for serviced apartment was growing, such as
by 2020, our strategy is to expand through investments, Dubai, Nigeria and South Africa.
management contracts, strategic alliances and franchises.” She added, “The Middle East is one of our fastest-
Debbie Lundon, Oakwood Worldwide’s managing growing markets due to rising demand for corporate
director for Europe, the Middle East and Africa, shared travel, and we are looking at opportunities to grow our
her company’s plans for the coming year. “Globally, capacity in markets such as Dubai, where we currently
we expect 2016 to be the year of the serviced apartment, maintain a strong presence, with more than 75 properties
following on from fast growth in Europe, Africa and in our supply chain”.
Latin America in the past 12 months, with Asia and Frasers Hospitality operates 21,000 serviced
the Middle East not far behind. apartments globally, in locations that include London,
“North America has been an established and growing Glasgow and Edinburgh.
market for serviced apartments for the past 20 years, Guus Bakker, Frasers’ CEO for Europe, the Middle
and continues to see sustained growth. East and Africa, said, “These are exciting times for Frasers
“We actively manage more than 2,500 suppliers, Hospitality as we expand in all territories. Our portfolio,
and have access to more than 16,000 properties and including new developments, stands at 129 residences in
ASCOTT CITADINES , DPULZE CYB ERJAYA, KUALA LUM PUR
MODENA BY FR AS ER , BAN GKOK77 cities worldwide, giving a total of 21,000 apartments their clients as an ‘agent’, and are creating their own
in all. By 2019, we are targeting 30,000 apartments. global networks, partnerships or alliances.
“In the next two or three years, there will be 13 “This is not new; it was how the original global
new openings in the Far East and India. For Europe programmes were won for the past 15 years. However,
and the Middle East, we will have new properties in being an agent is not easy, and its challenges should
Geneva, Berlin, Hamburg, Istanbul, Doha and Riyadh, never be underestimated. The ‘soft side’ of being
plus two properties in Dubai. Next year, we will open an agent, which is potentially the hardest to achieve,
our first property in Africa, in Abuja, Nigeria.” is in meeting and exceeding the needs of the buyers
and the assignees that are sometimes not even attached
SALES TRENDS to the physical product that the guest experiences in
Jo Layton, managing director of group commercial the local market.
sales at The Apartment Service, highlighted some key “As an example, even the recognised TAS Alliance
trends in the sales approach of serviced apartment requires the support and back-up of a 30-year experienced
operators keen to dip their toes in the agency waters. agency, The Apartment Service. Without this structure,
“With the demand for serviced apartments growing the critical and important requirements of buyers across
exponentially,” she said, “an interesting phenomenon the world could potentially fall short in duty of care, data,
is becoming more and more prevalent in our industry, consistency and depth of supply.
which has caught on since the success of the TAS Alliance “Investment in supply management, systems, training,
and the other ‘global’ hybrids – companies that operate currencies and global relationships are built over time.
their own units under the same name as their agency. As anyone in an agency or margin business knows,
“Across the globe, local and regional operators are one small mistake or escalation can result in a high
now stepping up to the plate to provide solutions to cost to the agent.”
To keep up with developments in global mobility visit
relocatemagazine.com/mobility-industry
FRAS ER, TIANJIN, CHIN AEUROPEAN
EXPANSION
“Europe is the second-largest
global region for serviced apartments”
B B F S ERVICED APARTMENTS
O f the nine European cities that Savills tracked in
its June 2015 serviced apartments report, all noted
increases in the number of international visitors staying
The report said, “In terms of supply, Europe is the
second-largest global region for serviced apartments,
although the relative maturity of individual country
in paid-for accommodation over the last three years. markets varies considerably. Investment hotspots for
Zurich, with average yearly growth of 8.5 per cent, saw 2015/16 include Berlin, Munich, Frankfurt, Paris,
the greatest rise, with an estimated two million overseas visitors Amsterdam, Barcelona and Rome.”
staying in paid-for accommodation. However, London remained According to the report, serviced apartment units in
the largest market in quantum terms, with an estimated Zurich and Brussels account for 17 per cent of global supply.
13.4 million visitors in paid-for accommodation in 2014. In Zurich, local players dominate the market, whereas Brussels
Industry buyers, suppliers, consultants and trade has a mixture of local and international branded operators.
association representatives were interviewed for the 2015/16 The report went on to say that, despite the impressive
Global Serviced Apartments Industry Report, published by The numbers, the sector is still relatively new in Europe.
Apartment Service (TAS). Their input gave insights into The UK, France and Germany lead the way, with other
local, regional and worldwide supply trends, plus insider countries, such as Belgium, Switzerland and Spain, seeing
perspectives on variations in different regions. demand and supply concentrated in their major cities.
While it was clear that much had changed in the two years The Savills report said, “Brand development has picked
since the previous edition of the report, the latest research up pace over recent years aided by stock expansion. The
revealed that, in 2015, there were 105,818 serviced apartments increasing preference of operators to develop their own
in 1,723 locations in Europe, compared with 57,856 purpose-built stock, allowing them to brand their properties
apartments in 593 locations in 2013/14. This represented an both externally and internally, has been key to this.
82 per cent rise in units and a threefold increase in locations. “Expansion by international hotel operated brands in
Based on TAS’s estimate, Europe accounted for 14 per Europe, such as Accor’s Adagio, IHG’s Staybridge Suites,
cent of the global serviced apartments market in 17.3 per and, more recently, Starwood’s Element, is also aiding
cent of the world’s serviced apartment locations. brand awareness across the Continent.”
R ELOCATEGLOBAL . COM | 14Serviced Apartments
WHERE TO NEXT? operating 16 hotels out of our offices in Ghent.
Asked about her company’s expansion plans, Debbie We have used this presence to launch Premier Suites
Lundon, Oakwood Worldwide’s managing director for in Brussels in 2015, and we are working on a pipeline
Europe, the Middle East and Africa, said, “In Europe, that will include openings in, Antwerp, Ghent,
we remain focused on increasing capacity and expanding Rotterdam, Amsterdam and The Hague.
our commercial partnerships in key business hubs like “Overall, we are looking to add 12 new locations
London, Dublin and Amsterdam.” to our extended stay portfolio in the next three years.”
Staycity currently operates 1,000 serviced apartments
in eight locations – London, Dublin, Birmingham, BRUSSELS
Manchester, Liverpool, Edinburgh, Amsterdam and Paris. In Brussels, besides all the personnel associated
CEO Tom Walsh told us, “This year has been a strong with the EU headquarters, multinationals such as
trading year for Staycity across our entire estate. On the Audi, Coca-Cola, UCB, Unilever, Procter & Gamble
back of this performance, we are forging ahead with our and Nestlé are based and Brussels Business Flats
European expansion plans, which will take us from 1,000 (BBF) have been catering to the short and longer term
to 3,500 apartments over the next 24 months. accommodation needs of expats since 1992, so are one
“In 2016, we open in Marseille, with further openings of the longest-established providers. Bernard Kerkhof,
scheduled for 2017. With the locations we have yet to BBF’s marketing manager says the company is about
announce, we are confident of reaching our target of to launch its newest property in the Anderlecht district.
operating 10,000 apartments by 2020.” Familiar to many for its football club, the area is situated
PREM Group’s current estate extends to over in the southwest of Brussels. Close to the business centre
500 apartments. Commenting on its European of Groot-Bijgaarden en Anderlecht, where many of
operations, CEO Jim Murphy said, “PREM Group the major multinationals are based, Westpark will offer
has a significant hotel presence in northern Europe, 50 serviced and residential studios and apartments.
HOME
AWAY
FROM
HOME
Derag Livinghotels is the market leader in the German speaking world for
long term accomodation. Situated in eight major cities in Germany and Austria
WWW.DERAGHOTELS.COM
with 17 houses and about 3,000 hotel rooms and apartments. Furnished
comfortably, you feel like you are at home, even if you are many miles away.M ER R ION SUITE , PR EM IER SUITES , DUB LIN
DER AG LIVINGH OTEL , VIENNA R OOM
GERMAN HOTSPOTS
Renowned as a particularly green part of Brussels Derag Hotel & Living brand was created at the start
because of its public spaces such as Astrid Park, the of the 1980s as a Derag company and has been known
area also offers expats the amenities of Anderlecht as Derag Livinghotels since 2011. The American
Golf Club, the Westland Shopping Centre and several serviced apartment “timeshare living” concept was
hypermarkets. Expected to open its doors in June or tailored especially to the needs of the European
July this year, Westpark was selected by BBF in part market and Derag’s portfolio currently comprises
because of its convenience for business travellers and 15 buildings across eight locations with more than
expats. Despite being in a quiet residential area, public 2,800 rooms and apartments.
transport to the centre of Brussels is just a five-minute The Munich-based company has grown from
walk from the property and the city’s main ring road the hotel market and is one of the market leaders
with access to the motorway is also within easy reach. in the German-speaking world for long-term
An ASAP Quality Accredited Serviced Apartment accommodation. With a total of 16 houses and
Operator, BBF also offers apartments in the UK and more than 3,000 hotel rooms and apartments in
the Netherlands and in less familiar expat destinations eight cities in Germany and Austria, it also strives
such as Russia and Hungary. for quality of accommodation and service.
“The addition of Westpark will take BBF’s Additional serviced apartments are due to open in
portfolio well above 1,600 units,” says Bernard Kerkhof. 2016 in Garching/Munich and Frankfurt, all locations
“But our aim is to keep improving what we do. This means with good infrastructure and transport links and in
investing in property, quality and services. But above all general, Derag Livinghotels are situated in city centres
we deal with people.” or close to business districts.
R ELOCATEGLOBAL . COM | 16Temporary
housing made easy
BBF, NUMER ONE
IN AFFORDABLE
AND COMFORTABLE
SERVICED
APARTMENTS.
Book your apartment at
SERVICED APARTMENTS
www.bbf.be
BBF Serviced Apartments has been providing serviced and residential apartments since 1992.
With more than 1600 flats in different top locations in Brussels and Budapest, we are able to offer flexible and
affordable mid to long term rental packages for expats and business travelers. Our multilingual team is always
dedicated to find the ideal solution for your stay and will assist you during your booking until the end of the
lease. Recently BBF was accredited with the ASAP Quality Label which certifies compliance with the,
guidelines in the serviced apartment industry.
Combined with our expertise and affordable rates this is your guarantee for a hassle free and excellent stay.Serviced Apartments
All Derag serviced apartments offer fully-equipped ATTRACTING A ‘NEW TRIBE
kitchens or kitchenettes and a range of additional services, OF TRAVELLERS’ IN PARIS
such as a grocery delivery, fitness facilities and a spa, BridgeStreet Global Hospitality has announced the
or a laundry service for longer stays, but the company opening of Europe’s first Mode Aparthotel by BridgeStreet,
aims for flexibility of service, and guests have access to scheduled to open in the latter part of 2016.
assistance, 24 hours a day. The new concept aparthotel will be located in an
Anett Gregorius of The Apartment Service, Germany, historic building in Paris’s 16th Arrondisement and marks
commented on the general health of the sector in an invigoration for BridgeStreet’s presence in Europe.
Germany, “Alongside the UK market, the German market The Aparthotel will offer 47 keys, plus a breakfast room,
for serviced apartments is one of the most important and guest lounge, and a fitness suite within a five-minute walk
growing markets in Europe. to the Arc de Triomphe.
“In fact, international brands are gradually entering the The brand is designed for what BridgeStreet calls a
market: In Frankfurt the first Capri by Fraser opened and “new tribe of travellers”, whom they identify as connected,
Starwood launched its first Element branch near Frankfurt/ creative and crave community. BridgeStreet says it is
Main airport. In addition, German suppliers continue to responding to shifting travel trends by targeting global hot
expand their offer in Germany as well. spots and retrofitting existing buildings, offering 24/7 front
“For now, Berlin, Frankfurt/Main and Munich desk concierge, community areas for gathering, and the
have a well established serviced apartment market with space of an apartment to live and work in.
a high number of new developments. Almost 50 per cent “We are here to be a part of the community, work with
of the overall 23,000 German serviced apartments are the local vendors and recommend the best establishments,”
located in these destinations. In particular, the Frankfurt said Sean Worker, BridgeStreet Global Hospitality
market is currently developing strongly. president and CEO.
“Destinations that have a prosperous economy “Each Mode building will offer a bespoke, unparalleled
or are closely related to a particular kind of industry experience to our guests by providing them with high
have good chances to become hot spots in the future. design and comfort. This includes knowing the unique feel
Many operators also increasingly show interest in of Mode is backed by the world-class brand of BridgeStreet
B-destinations. The biggest challenge for all new Global Hospitality to ensure consistent service standards.”
developments will be to find available and suitable sites. “Both guests and developers will be delighted with Mode
“Generally, we are expecting an increase of Aparthotel,” said Paul Rands, BridgeStreet’s VP of development.
20 per cent more apartments in the next two years “Retrofitting existing buildings alleviates the pressures
(2016/2017), which furthermore confirms the strong of minimal building space in city centers. This strategy is the
German growth market.” underpinning for Mode, with the long term target of 20 to 30
Mode by BridgeStreet properties open or in active development
within four years across the Americas and EMEA.”
B B F S ERVICED APARTM ENTS
DERAG LIVINGH OTEL, MUNICH R OOMWELCOME TO
PREMIER SUITES
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provide complimentary Wi-Fi in comfort and luxury. Sleep time they stay at any
and a range of guest services soundly in seventh heaven PREMIER SUITES property
including grocery delivery beds, enjoy high speed and can collect points to be
and express check out. Wi-Fi, Nespresso machines redeemed against vouchers
Choose from a selection of and Elemis toiletries. or free night stays in any
spacious studios, one and location.
two bedroom suites or
serviced apartments.
BIRMINGHAM | BRISTOL | BRUSSELS | DUBLIN | GLASGOW
LONDON | LIVERPOOL | MANCHESTER | NEWCASTLE | NOTTINGHAM
info@premiersuites.eu www.premiersuites.euUK
DEVELOPMENTS
AS INCR EASIN G NUM B ERS O F R ELO CATEES , PARTICULAR LY
THOSE IN THE FIN AN CE INDUSTRY DEM AND PR O PERTIES
THAT AR E CLOS E TO THEIR PLACE O F WO R K , PR O PERTIES
IN AND IM M EDIATELY AR OUND TO THE CIT Y O F LO NDO N
ARE B ECOM IN G MOR E SOU GHT AFTER TH AN EVER B EFO R E .
T here is expansion across the UK as according
to the recent joint survey by ASAP and Savills,
the serviced apartments sector is expected to double
SIGNIFICANT GROWTH PLANNED
BETWEEN 2016 AND 2020
In the next two years, Apple Apartments plan to add a
in size over the next two years. further 170 units to their portfolio, an 89 per cent increase
Development is forging ahead in Scotland on their current tally of 190 apartments in 10 locations
(despite the problems in the oil and gas industry) including London, Cambridge, Aberdeen and Belfast.
and the Midlands in particular. Billy Cowe, Managing Director commented, “Our aim
James Foice, Managing Director of the ASAP is to provide an apartment for the same price as a hotel
commented, “The expansion to every corner of the room in each city across the British Isles.
UK is particularly exciting: so while the most significant SACO currently operates 800 apartments across the
new developments are in our largest cities – London, UK and a further 30,000 apartments through partners as
Birmingham, Liverpool, Manchester, Edinburgh, Glasgow, part of its agency operation, but plans ambitious growth.
it’s great to see new openings in 2016 in secondary cities Stephen Hanton, CEO commercial property, said,
including Reading, York, Chester, and Aberdeen. “Demand from business and leisure travellers for serviced
“Our joint report with Savills confirms the sector apartments and aparthotels continues to grow strongly and, to
will be the UK’s fastest -growing hospitality segment meet this, SACO will be doubling in size in the next few years.
to end 2017 with average annual growth of 8.4 per cent In the next two years alone, we will be opening six properties in
for both 2016 and 2017.” the UK and Ireland, with a particular focus on Scotland where
He continued, “This growth will position the serviced we will open new properties in Edinburgh and Aberdeen.
apartment sector as a mainstream accommodation choice, “Our latest property on London’s Cannon Street opens
a key player within the hospitality industry as a whole. We in the first half of 2016, and is designed to be the new
will have the critical mass of stock to ensure the consumer industry standard with a choice of around 80 apartments in a
will have the option of booking a serviced apartment variety of sizes, an on-site gym, a communal lounge area for
wherever they choose to travel in the UK.” guests to relax and work in, and superfast wifi throughout.
R ELOCATEGLOBAL . COM | 20Serviced Apartments
We are then planning a series of property openings commented, “We are putting together a very exciting
towards the end of 2016 including our 170 unit at Leman pipeline for growth of our extended stay brands and in
Street, in the City of London. We are also looking forward particular our Premier Suites brand over the next three
to expanding our aparthotel concept across key destinations years. In the last 12 months we have opened Premier Suites
in Europe, and are already looking at a pipeline of new Dublin Ballsbridge, and added additional units to our
property acquisitions. We envisage that the public’s Premier Suites Dublin Leeson Street.”
awareness and perception of aparthotels is evolving quickly PREM Group is also giving its growing serviced
and it’s exciting for SACO to be at the vanguard of this apartment collection a brand refresh with the launch of
change and growth”. two sub-brands, Premier Suites and Premier Suites Plus.
At Oakwood Worldwide. Debbie Lundon, Managing Introducing the new brand, Jim Murphy, Chief
Director, EMEA commented on growth in Europe and Executive Officer, PREM Group said, “The growing
the UK, “We remain focused on increasing capacity and popularity of the serviced apartment / apart-hotel sector
expanding our commercial partnerships in key business in the UK shows that business travellers are opting in
hubs like London, Dublin and Amsterdam. The demand increasing numbers for a more flexible alternative to
for serviced apartments in London continues to grow as traditional hotel accommodation. Premier Suites and
relocation employees want to be close to work. Premier Suites Plus offer a “home away from home”
“We have expanded our London portfolio with the experience to extended stay and independent-minded
launch of Oakwood Marylebone and Oakwood Leather business and leisure guests with a choice of accommodation
Lane this year. We are also seeing growth in smaller UK offerings and facilities in popular locations.”
cities, such as Chester and Aberdeen, and we are expanding The PREM Group is also expanding its collection to
our supply chain capacity accordingly.” Scotland for the first time with the opening of Premier
PREM Group’s current estate extends to over 500 Suites Plus Glasgow, which brings its total number of
apartments in the UK and Europe. Jim Murphy, CEO suites to 600 across 13 locations. Further developments
CHEVAL , LONDON
CHEVAL, LO NDONServiced Apartments
are planned for the UK, as well as Amsterdam, Brussels, Apart from its own serviced apartments, Go Native
Copenhagen and Rotterdam over the next 18 months. works with a growing network of likeminded operators.
Jim Murphy added, “We are aiming to have 20 The company says its buildings range from boutique-style
properties under the Premier Suites brand by the end of gems in cobbled streets and sympathetic refurbishments
2017 and are looking at a pipeline of locations in major cities of historic buildings to the best of modern architecture.
across Europe, including Belgium and the Netherlands.” It claims to be the first operator to have gone carbon
Staycity currently operate serviced apartments in neutral back in 2007 and has set energy reduction targets
London, Dublin, Birmingham, Manchester, Liverpool, across its managed portfolio.
Edinburgh, Amsterdam and Paris. Tom Walsh, CEO said, As an established UK real estate investment group,
“This year has been a strong trading year for Staycity Lamington has turned its focus to the serviced accommodation
across our entire estate. On the back of this performance and apart-hotel sector. Lamington UK currently operates 50
we are forging ahead with our European expansion plans serviced apartments in London but has ambitious plans for
which will take us from 1,000 to 3,500 apartments over expansion, as managing director, Robert Godwin, confirmed,
the next 24 months. “Under Lamington’s ‘Vision 2020’, a 10 fold growth to
“In 2016 we open in Birmingham, London Heathrow, 1,000 rental units by 2020 is planned for Lamington and
Marseille and York with further openings scheduled for its new design-led apartment hotel brand, Room 2. Room
2017. With the locations we have yet to announce we 2, an extended stay apartment hotel will be purpose built,
are confident of reaching our target of operating 10,000 and inspired by the fashionable, designer and experience-
apartments by 2020.” led hotels such as Hoxton Hotels, Ace Hotels and Soho
Shaun Prime, managing director, of Go Native, that House Group. Developments are set to open in Chiswick,
currently operates over 1,300 apartments in London, Hammersmith and Southampton in 2016, with a further 100
Manchester & Newcastle said that the company is set to serviced apartments to operate under the brand Lamington.”
more than double its current portfolio to just over 3,000 Another relative newcomer to the sector, Lateral City
apartments with significant growth projected beyond 2017. operates 58 serviced apartments at Old Town Chambers,
“A key component of our growth strategy is the Royal Mile, Edinburgh and are planning to more than
development of our regional UK portfolio where a double their stock. Gavin MacLennan, General Manager
significant portion of our pipeline properties will be of Old Town Chambers, said, “We completely believe
launching, including Manchester, Bristol, Newcastle, in the serviced apartment sector and want to be at the
Glasgow and Reading. forefront of setting new standards in this expanding
We’ll continue with our commitment to develop a high market. “We have plans to develop a further 50 serviced
quality product sympathetic to the site history and location apartments in the city centre here in Edinburgh, along
with excellent interior design tailored to the needs and with plans to expand into Glasgow for the first time.
feedback of both our business and individual guests.” “It’s all about setting the highest of standards and
being innovative when it comes to pushing this sector
even further forward, something we are proud to deliver
throughout each of our projects.”
CHEVAL , LONDON
SACO , THE CANN O N , LO ND O NGo Native. We’re Growing! With a fantastic range of properties from Kensington to Hoxton, we're London’s largest provider of Serviced Apartments, and with further openings in London and major towns and cities across the UK, we’re growing fast. Our product is as strong as ever, our service is second to none, and with the industry’s leading technology, our apartments are as simple to book as a hotel. Why not talk to a member of our team, and join us on our journey to becoming the UK’s first choice for Serviced Apartments. gonative.com | 020 7221 2028
KEY POINTS OF
DIFFERENTIATION
DERAG LIVINGHOTEL, DE MEDICI DÅSSELDORF, WELLNESS
T he phenomenal growth of the serviced apartment
sector, and the relatively rapid establishment of
the concept in the hospitality industry has brought
“The real positive for the sector going forward is the
fact that business visitor numbers, on the whole, are yet
to return to their pre-recession levels. This suggests that
new challenges for the companies operating within it: there is still a considerable upside in terms of operational
That of differentiation. When fully equipped kitchens, performance subject to operators/brands successfully
complimentary wifi and convenient locations are the norm, maximising this source.”
how can a particular brand stand out from the crowd? 2015 and the early part of 2016 have so far seen a
The 2015 Savills report noted that, “Brand number of initiatives by providers large and small, ranging
development has picked up pace over recent years aided by from partnerships with luxury brands or designers, such
stock expansion. The increasing preference of operators as Frasers Hospitality’s partnership with Mercedes, or the
to develop their own purpose built stock, allowing them styling of Cheval’s Three Quays apartments by Ben de
to ‘brand’ their properties both externally and internally, Lisi, the inclusion of extra services such as chauffeur-driven
has been key to this. Expansion by international hotel transport by Select Apartments, or alliances with so-called
operated brands in Europe, such as Accor’s Adagio, IHG’s ‘disrupter’ brands such as Airbnb’s partnership with
Staybridge Suites and more recently Starwood’s Element, is BridgeStreet Global Hospitality.
also aiding brand awareness across the Continent. The exclusive collaboration between Fraser Suites and
“Consumer awareness of the concept amongst business Mercedes Benz was kicked off in London, with the unveiling
travellers, who tend to be primary users of serviced of six ‘Mercedes-Benz Living @ Fraser’ residences at Fraser
apartments, was relatively healthy. Considering the level Suites Kensington with nine more Mercedes-Benz serviced
of branded supply in the development pipeline, the race is apartments to follow at Fraser Suites Singapore in early 2016.
on to establish the first ‘high street’ Serviced Apartment Mr Choe Peng Sum, Chief Executive Officer of Frasers
or Aparthotel branded network. That is the creation of a Hospitality Pte Ltd, said, “’Mercedes-Benz Living @ Fraser’
brand that is known across consumer groups and not just indulges astute business and leisure travellers with stylish
those within the business travel community. modern luxury and comfort with the best of two worlds.
R ELOCATEGLOBAL . COM | 24Serviced Apartments
“We are delighted with the design concepts of Each guest will receive a luxury food hamper on arrival
the first six serviced apartments, where the essence of and gift on departure, plus exclusive treats and offers,
Mercedes-Benz brand is echoed through high-quality personal shopping appointments and restaurant vouchers
furnishings, clean lines and state-of-the-art media to be redeemed in the Debenhams Oxford Street Store.
and entertainment technologies, adding extra panache Cheval plans for the scheme to change four times per
to our apartments.” year, with the identities of the other designers revealed on
Cheval Three Quays has also recently entered into Debenhams’ social media channels in advance of the launch.
a year-long partnership with a well-known department
store, in the form of Debenhams. INSTANT RESPONSE
Cheval has given one of its 159 five star apartments Select Apartments too, are looking to stand apart
at London’s Three Quays a designer takeover. March by focusing very much on delivering an outstanding
will see Designer at Debenhams, Ben de Lisi’s scheme customer experience and offering ‘VIP’ style service.
unveiled, followed by Matthew Williamson in June. The company says it recognizes that in a fast paced
Both designers will exclusively dress the apartment technological age where people want instant responses
in their own style and showcase their current designer to their enquiries, “Select Apartments knows that the less
homeware collections for Debenhams. time it takes to respond to an enquiry the more satisfied
Ben de Lisi’s apartment will showcase his SS16 the customer is.” In response to this Select Apartments
collection for Debenhams. “I am thrilled to be part will offer a two-hour guaranteed reply to initial enquiries.
of such an innovative collaboration with Designers at If for any reason the deadline is not met the company
Debenhams. It’s such a fantastic opportunity for loyal pledges to take £200 off the next booking.
customers to experience my new collection in the luxury It’s not just about speedy responses however, the
environment of Cheval Three Quays, and for guests to company’s team of consultants work closely with their
live the designer lifestyle” he said. clients, getting to know them and their business needs.
SELECT APARTM ENTS GLO BAL V IP CH AUFFEUR SERV ICEServiced Apartments
CORPORATE CLIENTS FEEDBACK resolve any issues and if they are still not happy we will
To further fine tune their offering, Select Apartments has offer £200 off the next booking.
just commissioned an independent research company to call “We also offer a guaranteed price match on any written
20 of the company’s key corporate clients to research various quote for the same apartment plus £50 off the booking.
aspects of the process. One of the key questions researched Implementing these simple pledges are just some of the ways
how they prefer to book. Interestingly, the majority of clients we demonstrate to our customers that we will do the best for
have said that although they may browse online they very them. Ultimately, our success is down to putting customer
much want a personalised service, by talking to an account service at the forefront of our business not only to retain
manager when they are ready to make a reservation. our customer’s loyalty but as a tool to drive better sales.”
The company acknowledges that for stays of less In a market place that is increasingly cluttered with
than seven days’ duration, it can be easy to book online loyalty programmes and value add-ons, the company aims
and clients have that option as they would with a hotel, to keep it simple with a rewards programme that is free
however, for longer stays that involve more complex to join and offers gift vouchers for well-known high street
logistics they are quite clear that they want to talk to stores in exchange for points.
someone. This insight seems to be the opposite to what The most recent addition to Select Apartments’
the GDS apartment suppliers are saying. programme of add-ons is the Global VIP Chauffeur
In fact, says Simon Morrison, Managing Director of Service. This is offered free with bookings over 30 days
Select Apartments, “Knowing your clients and their needs and assignees are met at city airports and delivered to
sounds like the most obvious thing, however, getting it their apartments anywhere within a 25-mile radius of
wrong once could jeopardise that piece of business long most major international airports.
term. With this in mind, we developed our Solid Gold Taking a different direction, London provider,
Guarantee, which we offer to our corporate clients. We Flying Butler has polished its eco-friendly credentials
give our assurance that we will do whatever we can to by investing in a new property in Richmond that aimsCHEVAL, THREE QUAYS
to be a ‘low-energy’ development. The renovation Hans Meyer, co-founder and managing director of
of an existing Victorian building will offer just seven Zoku also added, “The advance of technology has changed
one-bedroom apartments and two two-bedroom units, with personal and professional lifestyles. Boundaries between
triple insulation and sustainable bamboo wood floors. work and leisure are fading, and blurring borders have
Zoku, too, has adopted a more space-conscious made people more mobile than ever.
approach. It takes its name from the Japanese for family, “At Zoku we realise that your well-being is vital to
tribe or clan, and follows the Japanese model of economy get the most out of your travel experience. It’s easy for
and flexibility of space. Aiming to be what Zoku and global nomads, whose work forms an essential part of
Concrete, its interior design and architecture partner calls their lives, to feel ungrounded and disconnected from
a home-office hybrid, Zoku Lofts are also intended to be what inspires them. Zoku is going to change that.
relaxed places to live, work and socialise with like-minded The Zoku Lofts offer an efficient work space without
people while getting wired into the city. losing the comfortable, flexible vibe of home, while
The concept behind Zoku is the result of extensive the Zoku community provides a social structure.”
crowdsourcing and research efforts by Zoku and futures Open-plan communal living and co-working spaces
consultancy The Future Laboratory. “The merging of will allow for conversations and small meetings, and a
business and leisure – a trend we have identified as bleisure residential living kitchen will present the possibility to
– represents one of the fastest growing and dynamic share a meal together or host small dinner parties.
business opportunities in recent years. The first Zoku property will open in Amsterdam’s city
“Today’s business travellers are re-writing the rules. centre, featuring 133 Zoku Lofts, and over 500 m2 of social
Their outlook on work and play demands new services space for its guests. It will be interesting to see how this
and a new approach to the hospitality sectors. The business new approach will fare among the business community.
hub will be the opportunity of the next decade in terms
of hospitality value creation,” said Chris Sanderson,
co-founder of The Future Laboratory London.
For serviced apartment news and articles visit
relocatemagazine.com/serviced-apartments
27 | RELO CATEGLO BAL. COMPEER TO PEER
PUTS ON THE
PRESSURE
AS SERV ICED APARTM ENTS CO NTINUE TO COM E UNDER PR ES SUR E
FROM NEW SHORT- TER M ACCOM MO DATIO N SO LUTIO NS ,
FIO NA MUR CHIE FINDS OUT H OW SOM E O F THE INDUSTRY ’ S
KEY PLAY ERS AR E FOR M IN G NEW ALLI ANCES AND THINK IN G
OUTSIDE THE B OX TO STAY AHEAD O F THE GA M E .
APARTM ENTS M ER CEDES - B ENZ LIVING @ FR ASER42Serviced Apartments
W ith truly global coverage that can match
assignment programmes in most regions,
BridgeStreet Global Hospitality is one of the largest
IMPACT ON THE INDUSTRY
At the Association of Serviced Apartment Providers’
(ASAP) Annual Convention, held at the end of the
serviced apartment providers in the relocation sphere. year, there was much talk about Airbnb. Interestingly,
Its journey has moved from establishing the brand a new report from Savills and the ASAP reveals that
to differentiating by price point and offering its the growth of Airbnb, far from being a threat to the
properties to the traveller and business user. serviced apartment sector, has actually helped it by raising
Back in 2010, the challenges for serviced apartment awareness of serviced accommodation as an option.
providers were ratings, quality and consistency, which varied Comment from the floor alerted the audience to
across countries and regions. BridgeStreet’s solution was to Airbnb’s intention to invest heavily in its business travel
make clear to its users that its six brands offered high-quality offering, stating that it was ‘going all guns blazing into
service and high-quality apartments at different levels. the business market’. As Airbnb has raised billions of
Its sleek portfolio extends from ‘Studyo’, the budget dollars in financing, one can’t discount the impact on the
offering, to ‘Exclusive’. Relocation users are well catered corporate housing sector, especially terms of marketing
for by the three brands that range from luxury to classic, spend, where there is no contest.
and from stylish comfort to no-frills. With the addition of ASAP members are putting much faith in their
ApartHotels, which readily accommodate business travellers, accreditation, which goes global in 2016 following a
the company appeared to have ticked all the boxes. partnership with the US- headquartered Corporate
Exploration of themes, from ‘Bleisure’ (a blend of business Housing Providers Association (CHPA).
and leisure) to charting the needs of Millennials, reassured It is thought that Airbnb’s approach will be for ‘hosts’
corporate decision-makers that BridgeStreet understood to be self-certifying against basic criteria for business
the talent mobility world in which its clients operated. travellers, such as clothes hangers, space to work in,
and 24-hour access to check in. It will be interesting
PARTNERING AIRBNB to see how things pan out over the next year, but there
In October, to coincide with the Worldwide ERC is certainly no room for complacency.
Symposium in Boston, BridgeStreet announced a As Airbnb’s model is all about global scale, the
partnership with Airbnb. company is desperate for accommodation and needs
There has been lots of talk about Airbnb across the to source it wherever it can. It is not surprising that
industry in the last year. I caught up with BridgeStreet’s serviced apartment providers are already filling
CEO, Sean Worker, and asked him why the company had its gaps. One speaker pointed out that, ironically,
embraced a home-sharing disrupter that was not only 40 per cent of Airbnb suppliers were buy-to let
shaking up the hotel market but also had the potential investors, not residential owners.
to make inroads into the serviced apartment industry. Speaking at the conference, Elizabeth Winkle,
“For today’s traveller, it is all about choice – immediate of STR Global, reminded the audience that Airbnb was
choice,” he explained. “Airbnb is outstanding in the not a low-cost provider based on its advertised prices
sharing economy. They believe in living like a local. and the cost of additional extras. However, properties
The experience is about where their guest stays, which with multiple bedrooms could be cost-effective.
is the same for us. It’s about creating memories. But areas that were undersupplied would prove
“Where our guest stays is also about experience – attractive, she felt, citing Hackney as an example
about ‘me’, ‘my travel choice’, the world of Instagram. of a London borough in which Airbnb was already being
The logical step is giving choice to a traveller who used by corporates because there were few other options.
already has an immense amount of choice, but in
a more structured manner.” THE TRUST FACTOR
It was therefore natural, Sean Worker believes, I was intrigued by the trust issue. One of the pillars
for the two organisations to open a conversation. of the proposition for serviced apartment use in the
Airbnb attended February’s Business Travel Show corporate context for relocation, and increasingly also
and had already signed up Grant Thornton as a client, for business travellers, is the safety and security factor.
so there was obviously demand, if not for the whole There are connotations for duty of care in an uncertain
of the assignment proposition at least for certain levels world, plus compliance around immigration and tax,
and demographics, or as a business travel option. and expenses management.
29 | RELO CATEGLO BAL. COMYou can also read
