The Association of Serviced Apartment Providers (ASAP) has unveiled a new logo for its highly successful Quality Assessment (QA) programme. Speaking at the ASAP annual conference in London (4 December), ASAP managing director

James Foice said the new logo was a milestone for the QA project. “We have assessed 90% of our members during the last 12 months and are now planning to roll out the programme abroad, including the USA and Europe.

“The new logo will be a springboard for ASAP to actively promote our members and the valued proposition they bring to the market, and we are very excited by the opportunity to establish a standard accreditation model throughout the industry, both in the UK and potentially around the world.

Foice explained that, in concert with the QA “it is also essential that we as an industry nail the right definition of a serviced apartment.”

He said: “Users are currently unsure about what they can expect and most importantly there is a lack of global recognition, thanks to varied terminology and a different level of industry maturity.”

“We are now promoting the Serviced Apartment as an umbrella term for a type of furnished apartment available for short–term or long–term stays, which provides amenities, housekeeping and a range of services for guests where taxes and utilities  are included in the rental price.”

“In the New Year we will begin defining a number of sub categories which will include and but are not limited to aparthotel, corporate housing, extended stay, residences, suites and studios.”

“The key for the sector is that a different product is being defined almost weekly. This is born out of a customer’s requirement and we believe we should give them what they want, not what we think they should have. For example why should all serviced apartments have washing machines if their average length of stay is two nights.”

Foice said bringing transparency to the sector was part of ASAP’s long-term strategy to double its membership during the next 18 months. It is clear who we stand for and who we must deliver value to and this will improve our appeal to operators and other interests seeking to be part of this fast growing industry.”

Note: The new logo is featured on the ASAP website:

About ASAP:

ASAP is the trade association for the UK serviced apartment sector. Our 83 members own and operate over 14,000 properties throughout the UK and Ireland, in every major city. Our membership also includes a number of serviced apartment agencies.  Our industry generates annual revenues of £500m, and we sell three million accommodation nights each year. We provide employment to many thousands of people and our staffing costs are in the region of £70million, many of which are low paid jobs.

Founded in 2002, our members range from large international companies to small independent operators so represent the full cross-section of the industry in the UK.