- Director of Business Development EMEA, Frasers Hospitality
Marcel is Director of Business Development EMEA at Frasers Hospitality. He previously worked as Acquisition & Asset Manager Hospitality at Orco Property Group Senior Analyst at CBRE Hotels, and an Auditor at PwC.
Frasers Hospitality, the hospitality arm of Frasers Centrepoint Limited, is a global serviced residence operator with Gold-Standard residences across Europe, North Asia, Southeast Asia, Middle East and Australia.
The staff level is a lot lower than, than in hotels, we all know that in F&B and in conferences, you have very high staff levels, so as we don't have this it's, it's reducing, our staff level. But also in terms of the normal hotel guest, it's when they check in and when they check out that the most work is created for the, for the hotel. And not just at the reception, but also for housekeeping, for the concierge, even for accounting, and so by having longer stays we can really reduce the amount of work that we have, per guest.
It is a typical challenge for us, of course, having bigger units. and in fairness the units size have come down, in recent years. However, please remember we have all the space that we're not using for restaurants and conferences that we can now allocate for rooms for example, as well as we might use part of that space to rent out to retail. So all this generates additional revenue.
I think another key advantage of serviced apartments is in terms of exit strategy, a hotel, you can always just sell as a hotel, in one block whereas serviced apartments, depending on the legislation in the country you are in, you might have the opportunity to sell the apartments individually as private residences And so therefore you have an option basically to if the residential market is booming, you might say "hey, you know, I'm actually selling these as residential" rather than, than, as a trading business.
The serviced apartments hospitality sector is gaining more prominence in the industry. In this TV show Marcel Lindt discusses Frasers service apartments.
An expanding hospitality sector
So Frasers is a leading operator of serviced apartments, we have about ninety properties and about fourteen thousand units under operation and in the pipeline at the moment, we are from Singapore originally, and so we have a very strong presence in Asia, but we also have a good presence in Europe, and in the Middle East. More recently we have also started to look at Africa as a region to grow.
So, I would say the main difference to a hotel is, that you get larger rooms, you have a separate living area, you have a separate kitchenette, sometimes even a full blown kitchen, we often have a separate bedroom, essentially we've giving more space to the traveller. On the other hand, you have less, open spaces, so you have less public areas, typically. So, we are - we tend to be in areas where there's lots of restaurants around, so we feel we don't need to have a lot of F&B offering in our properties. Same with conference and banqueting, you probably find is more in a hotel, for us that’s more sort of, you know, we have a small meeting rooms for - for smaller events, but we are not doing big conferences, like the one here now at the moment.
Hospitality TV will continue to feature shows about serviced apartments and other hospitality sectors. Why not take a look at who else has been featured in the Hospitality250.
Marketing is slightly different in that we have a lot more, business to business marketing, so we work very closely with the big corporations, we work very closely with these firms, but also we work a lot with relocation companies who are one of the main generators of business for us. But apart from that, of course, you know, people book us like a hotel, over the internet, on our web-site, or using an OTA, so there's a bit of both.