In line with what the firm calls ‘an aggressive growth strategy’, Apple has launched 65 new one, two and three-bed apartments in the new Admirals Tower building of the Capital Quay development in Greenwich.
Business development manager Krissy Chotikul explained that demand for the new London apartments has been higher than expected, with the first few weeks operating at an unexpected full occupancy.
“We were caught by surprise with the amount of bookings we were getting right away,” said Chotikul. “Demand for daily rentals requires significantly more servicing staff to cope with the amount of departures and arrivals. Our growth strategy involves focusing our resources on a higher standard of guest services, building our brand as well as a loyal customer base.
“This means concentrating on the corporate, relocation and long-stay leisure market in order to increase the average length of stay, allowing more time to make positive impressions on our guests.”
The rapidly growing company already owns and operates a number of apartments in the Empire Reach building in the same residential complex. Plans for expansion began in August and were finalised in mid-September. A mere two weeks later, all 65 apartments were open to the public.
Apple Aberdeen
Meanwhile, the group has expanded into Aberdeen to take advantage of the frequenting businessmen and women in the oil and gas industries. A group of empty churches has been converted into a collection of one, two and three-bed apartments featuring their own fully-fitted modern kitchens.
Apple’s owner Billy Cowe said that finding a suitable property initially proved very tricky. “We wanted a boutique property that offered a different kind of experience in Aberdeen to differentiate from the other providers,” he said.
“Not only was the space great value for the price but the 19th century architecture and artistic stained glass windows was the unique selling point we were looking for.”
Apple Serviced Apartments are also in existence in The Strand, Stratford, East London and the Docklands.