The silent revolution of aparthotels: between technology and luxury

A booming market

According to the INHA (National Institute of Hospitality and Hospitality), the French aparthotel market has recorded annual growth of 8% since 2022, compared to 3,5% for traditional hotels. This gap is not simply a trend: it illustrates a fundamental transformation in travelers' expectations.

The model is particularly popular among business travelers. According to Atout France, 67% of business travelers now prefer this type of accommodation for stays of more than three nights, compared to 42% five years ago. Autonomy, comfort, flexibility: the recipe works.

The art of hybridization

This is where aparthotels score points. They combine freedom of use with à la carte services. Equipped kitchens and housekeeping service. Coffee machines and concierge services. A winning combination for those who want to experience their stay in a different way than in a standard hotel room.

Even more striking: the sector's move upmarket. The "premium" segment is exploding, with "Home Hotels" now offering private chefs, private spas, and ultra-personalized concierge services. The Urban Tourism Observatory notes a 15% annual growth in this niche. Experience is becoming luxury. And luxury, experience.

Technology as a catalyst for transformation

As a technology player in the sector, I see it every day: it is technology that is catalyzing this metamorphosis.

Home automation, mobile apps, automated check-ins: aparthotels are entering the era of smart apartments, capable of offering a seamless, intuitive, and nearly invisible experience. Hospitality ON's 2023 barometer reveals a 23% higher customer satisfaction rate in establishments that integrate these tools. This is no longer a "plus"; it has become an implicit standard.

An economic model more resilient than others

The health crisis has acted as a revelation. While traditional hotels recorded a 47% drop in occupancy in 2020, apartment hotels limited the loss to 22%, according to KPMG Hospitality.

Why this resilience? Because they know how to adapt. Student co-living, residences for digital nomads, premium accommodations… their agility makes them a flexible model, capable of meeting multiple clientele needs. It's not versatility, it's strategy.

Management tools to be reinvented

But this hybridization comes at a price: it requires tools capable of juggling hotel management and property management. However, traditional PMSs have reached their limits.

It's precisely this observation that drives the development of solutions: a PMS designed for the specific needs of aparthotels, from booking to invoicing, including detailed service management. Because behind the customer experience, there's always an invisible... but decisive architecture.

The future belongs to hybrid formats

According to the Booking.com “Future of Travel 2024” study, 72% of travelers prioritize experience over price. Serviced apartments tick all the boxes: flexibility, autonomy, comfort, and personalized services.

The challenges of a changing sector remain to be met: training teams for this new hospitality, staying at the forefront of technological innovations, and integrating environmental issues from the design stage of offerings.

But one thing is certain: aparthotels are no longer an alternative. They have become a destination choice in and of themselves. And in this transformation, technology is not just a tool. It is the strategic ally of a new tourism model that is more flexible, smarter, and more human-centered.

Tribune by Nicolas Potier, Director of Flag Systems of the Orisha Real Estate Group (LinkedIn).