Data Diversification Reshapes the Future of Accommodation

SilverDoor, the world’s leading serviced apartment agent, hosted its sixth annual Partner Engagement Day at its headquarters in London’s Chiswick Park on Tuesday 30th September. A host of topics was covered with a particular focus on how the diversification of data is set to influence technology and sustainability innovation across the accommodation and corporate travel and relocation sectors in the months ahead.

Nearly 200 property partners and sector representatives attended, including leading corporate travel and relocation industry representatives for an afternoon of thought-provoking and insightful panel sessions and presentations.

Opening the day SilverDoor CEO Stuart Winstone shared details of its ambition to become the number one marketplace dedicated to serviced apartments, corporate housing and extended stay accommodation following its recent merger with Synergy Global Housing.

The buyer panel session, moderated by SilverDoor’s Senior Client Programme Manager, Emma Horton, shared clients’ perspectives on ‘The Future of Corporate Accommodation: Smarter, Greener, More Transparent’. It included panellists: Kevin Carr from UBS, Hannah Bozward from EY, Natalie Lavergne from Graebel and James Diaz of Absolute Travel Management. An insightful discussion across key topics of technology integration, data and sustainability, with five key takeaways:

Data sets are diversifying – Clients are demanding even more enriched dashboards and in-depth metrics and analysis to track programme performance. As a result, data sets are continuing to diversify beyond cost and rates for operators to include sustainability performance and end-user reviews.

Appetite for live rates is accelerating – Corporate travel buyers, travel (TMCs) and relocation management companies (RMCs) are all demanding greater access to live rates to better track cost projections against budget as well as build integration with online booking for better programme efficiency.

End-user influence is evolving – Alongside consultancy from TMCs, RMCs and agents, the end-user experience is also set to influence the evolution of online content and programme management as guest satisfaction reviews including arrival experience, issues resolution and security are increasingly being paid attention by managers to maintain visibility on performance, support compliance and reduce friction.

Cost vs. value – Buyers are increasingly benchmarking cost against the quality of the accommodation within their programme, such that value is becoming a more important metric. Buyers recognise there is opportunity to justify higher costs with a higher standard.

Greater collaboration needed on sustainability data – The responsibility of demonstrating and delivering a sustainable accommodation programme is currently very much in the hands of property operators and agents. There is opportunity across the accommodation sector for more in-depth understanding and collaboration of sustainability measurement and reporting. With sustainability legislation intensifying, accommodation and wider travel and relocation programmes need and must be able to demonstrate sustainability performance to better support end-user behaviour beyond the RFP process.

Closing the day was the presentation of the annual Property Partner Awards by SilverDoor’s Head Partner Account Manager EMEA, Kurtis Murphy. The awards recognise the outstanding performance and efforts of property partners across a number of categories, to highlight and celebrate talent from across the sector.

This year’s winners are:

Commenting on the day’s discussions and the award winners, Alex Neale, Chief Supply Officer, SilverDoor said: “Buyer preferences and requirements are changing rapidly, shaped by evolving expectations, technological advancements, and legislative developments. To stay aligned as an agent, it’s essential that we work closely with our property partners, sharing insights into current challenges and exploring practical solutions so we can continue to deliver accommodation programmes that meet today’s needs effectively.

“Our Partner Engagement Day is a valuable fixture on the calendar, providing an opportunity to bring together industry colleagues from across the sector to share insights, experiences, and ideas that help shape our future direction. I’d also like to extend heartfelt congratulations to all the winners of this year’s Property Partner Awards. We greatly appreciate the ongoing support and contributions from our entire network of partners, and celebrating those achievements together was a true highlight of the day.”