A new Quality Assessment (QA) scheme developed by the Association of Serviced Apartment Providers (ASAP) could set a global standard for the sector following huge demand for sign-up in the UK.
The association set about defining the serviced apartment sector two years ago to help offer clarification over the growing number of units and bookings for the apartment-style sector.
Most of its 70+ members have now signed up to comply with the standards, which covers areas such as fire safety and the service offered.
“The initiative was developed to show the best practice as this is not an area that is legitimised [yet] and we wanted to develop a standard for suppliers to comply to. Corporate customers particularly are asking more questions and would benefit from a recognised scheme,” James Foice, managing director of ASAP told Travel Daily. “It’s been tremendously well received and all members have seen the value of it to legitimise what we do.”
The success has led to enquiries from outside of the UK leading to the eventual internationalisation of ASAP and the quality standard.
Some selling agents have also said they will also now only work with ASAP-accredited providers, adding further kudos to the scheme.
“Our USP is focused on safety and to offer a safe, legal, open and honest offering,” Foice explained. “This is such a huge opportunity for the sector and it’s not only about the quality positioning but also meeting the expectation of the customer.”
When the initiative is completed in November the task will be turned to promoting it, with a focus on letting the customer know exactly what defines a serviced apartment.
Foice said: “We’ve been working to define the sector and pitch the right message to the client who after all has driven the demand and requirements of serviced apartments. Our definition of a serviced apartment is now that it is a fully-furnished apartment for short or long-term lets that is inclusive of fees. Separate definitions will also be set out for aparthotels and studios which have a slightly different offering. Previously ASAP has acted like a club for members which works great, but it’s time to use our voice too; the sector generates GBP500 million in revenue annually and the growth is astonishing so it does really make an impact.”
Further down the line Foice said there is likely to be a star rating in place, but reiterated this could focus on the service provided and not facilities.
ASAP is also looking to work further with online travel agencies and other members of the trade once its schemes are in place and tied in with other recognition from third parties.
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