http://www.linkedin.com/in/jeanluka
z

GHANA:
THE INVASION OF SERVICED
APARTMENTS
31ST OCTOBER, 2013

Jean Lukaz
PART I

O...
P.O. Box KD 928
Kanda-Accra
GHANA
+233 207 198 999
jytlukaz@gmail.com
http://www.linkedin.com/in/jeanluka
z
Hospitality is Key


Hotels sell Sleep
 Hotels



are no longer „Home Away from Home‟

Serviced Apartments Sell „Home‟
...
Greenland to Ghana




In Greenland, your Host „Services‟ you with his
wife to protect you from the cold
In Ghana, „Our ...
Hospitality: to Sell or not to Sell






When we do not sell Hospitality, it is often
abused
When we sell Hospitality,...
definitions
GHANA STANDARDS AUTHORITY (GSA)

http://www.linkedin.com/in/jeanlukaz
GS 906 : 2006
Tourism - Services Terminology






This Ghana Standard is a modified adoption of (the E version
of) Int...
2.2 Type of Accommodation






2.2.1 HOTEL : establishment with reception,
services and additional facilities where
ac...
2.2 Type of Accommodation






2.2.17 CHALET; BUNGALOW: separate
accommodation providing self-catering
facilities
2.2....
2.3 Type of room






2.3.7 JUNIOR SUITE: accommodation with
extra seating space in one room
2.3.8 SUITE: accommodatio...
2.3 Type of room






2.3.10 STUDIO: accommodation in one room
with a kitchenette
2.3.11 CONNECTED ROOMS: rooms with
s...
4 Facilities for guests


4.3.4 KITCHENETTE: small kitchen or part of
a room partially equipped with self-catering
facili...
NEW HARMONIZED
STANDARDS FOR
ACCOMMODATION &
CATERING ESTABLISHMENTS
IN GHANA
GHANA TOURISM AUTHORITY (GTA)

http://www.li...
PART VI: CATEGORIES OF
ACCOMMODATION
ENTERPRISES

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

28. There shall be five categories of
accommodation enterprises namely, category
A, category B, category C, category D ...
Category A


29. Category A enterprises shall comprise
 Hotels,
 Resorts

and

 Motels

and shall be subject to intern...
PART VII
CLASSIFICATION OF HOTELS






35. (1) Hotels, Resorts and Motels shall be classified according to the
Star Sy...
Category B


30. (1) Category B enterprises shall comprise:
catering rest houses
 guest houses
 game lodges




(2) C...
Category C


31 (1) Category C enterprises shall comprise
 hostels

and
 homestays.


(2) Category C enterprises shall...
Category D


32 (1) Category D enterprises shall comprise:
 tourist

homes
 serviced flats
 holiday apartments


(2) ...
SIXTH SCHEDULE; REGULATION
32 (2)
Category D enterprises
1. Serviced Holiday Apartment
2. Serviced Holiday Flats and
3. To...
REQUIREMENTS


1. There shall be at least one housing unit with toilet,
bathroom, bedrooms, lounge and kitchenette facili...
REQUIREMENTS


5.

Daily cleaning services shall be provided.



6. Adequate security measures shall be provided through...
REQUIREMENTS


10. All units shall be provided with a pressing iron and
ironing board.



11. Hairdryers shall be provid...
Category E


33. (1) Category E enterprises shall comprise
 tourist

campsites
and shall be subject to requirements spec...
Simply put, the Requirements for
Licensing Serviced Apartments in
Ghana are way below the belt and
outmoded!

http://www.l...
Government Serviced
Apartments
A COLONIAL MODEL COMMERCIALISED!

http://www.linkedin.com/in/jeanlukaz
Government Serviced
Apartments
All Bills paid by Government










Fully Furnished
Housekeeper
Houseboy
House g...
Government Serviced
Apartments






Serviced Apartments began in the Colonial Era
with the Bungalows in prime segregat...
Government Serviced
Apartments





Government Politicians
Civil Service
Government Schools
Government Universities

h...
Government Serviced
Apartments


Luxury and Upscale Bungalows




State Hotels




Institutional Estate Departments

...
Commercial Serviced
Apartments
FLEEING THE HOTEL INTERFERENCE

http://www.linkedin.com/in/jeanlukaz
Hotels Rooms and Beds Supply
40000

35000

30000

Quantity

25000

20000

No. of Hotels
No. of Rooms

15000

No. of Beds

...
Still Shortage of
High Quality Rooms
in Ghana

http://www.linkedin.com/in/jeanlukaz
Time Machine
Price of Serviced Apartment is all-inclusive



Fully Furnished
Housekeeper



Houseboy
 House girl
 Gard...
Commercial Models







Purpose-built
Conversions
Buy to Let
Lease to Let
Buy to Sell

http://www.linkedin.com/in/je...
Serviced Apartments








Serviced Holiday Homes
Serviced Apartments
Extended Stay Accommodation
Corporate Housing...
Ownership in Ghana


Independents
 Individuals
 Real



Estate Developers

Hotel Chains [not yet in Ghana]

http://www...
Management in Ghana







Owners
Managers
Owner-Managers
Facilities Management Companies
Real Estate Developers
 Bu...
Types of Serviced Apartments
Branded
Residences

Extended
Stay Hotels

Corporate
Housing

Serviced
Apartments
Town
Houses/...
AFRICA
SERVICED APARTMENT RENTALS in
USD$
AFRICA
SERVICED APARTMENT RENTALS [Cape
Town, Nairobi, Accra]
Average Rentals in...
Classification By Rental
Rates

Source: Jean Lukaz Consulting 2013

http://www.linkedin.com/in/jeanlukaz
CLASSIFICATION BY KEY
SPATIAL DISTRIBUTION














West Lands
CBD
Airport Residential
Area
Airport Hills
D...
Clientele for Serviced
Apartments











Business or
Corporate
(individuals)
Business or
Corporate (groups)
Conv...
Ghana: International Visitor
Segmentation by Purpose of Visit

Business
3%

3%

20%

39%

Holiday
Visiting
Friends and
Rel...
Factors for Consumer
Preference


A couple of years ago, the main factors were






Recently they were






ind...
Traditional Providers


3 to 4-Star Hotels with Chalets & Fullyequipped Suites

http://www.linkedin.com/in/jeanlukaz
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Ghana the serviced apartments invasion- part i

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Development and Investment in Serviced Apartments are booming in Ghana fueled by local business regardless on the influx of Internationally Branded Hotel Chains. The Colonial period provides a background to this development. The Present competition spans from luxury to budget serviced accommodation.

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Transcript of "Ghana the serviced apartments invasion- part i"

  1. 1. http://www.linkedin.com/in/jeanluka z GHANA: THE INVASION OF SERVICED APARTMENTS 31ST OCTOBER, 2013 Jean Lukaz PART I Our Black Swan:
  2. 2. P.O. Box KD 928 Kanda-Accra GHANA +233 207 198 999 jytlukaz@gmail.com http://www.linkedin.com/in/jeanluka z
  3. 3. Hospitality is Key  Hotels sell Sleep  Hotels  are no longer „Home Away from Home‟ Serviced Apartments Sell „Home‟  Serviced Apartments are „Home Away from Home‟ http://www.linkedin.com/in/jeanlukaz
  4. 4. Greenland to Ghana   In Greenland, your Host „Services‟ you with his wife to protect you from the cold In Ghana, „Our Hospitality is Our Weakness‟ http://www.linkedin.com/in/jeanlukaz
  5. 5. Hospitality: to Sell or not to Sell    When we do not sell Hospitality, it is often abused When we sell Hospitality, we expect nothing but the price. Hospitality is no longer a Culture, it is a Paid Service http://www.linkedin.com/in/jeanlukaz
  6. 6. definitions GHANA STANDARDS AUTHORITY (GSA) http://www.linkedin.com/in/jeanlukaz
  7. 7. GS 906 : 2006 Tourism - Services Terminology    This Ghana Standard is a modified adoption of (the E version of) International Standard ISO 18513: 2003, Tourism services- Hotels and other types of tourism accommodation- Terminology. The national committee responsible for this standard is Technical Committee (TC) 18- Quality management and Quality Assurance, sub committee on Tourism and Related services. In this standard, certain modifications due to national legal requirements and the particular needs of the Tourism industry have been made. The following are the modifications together with their justifications: The statement “For the purposes of this standard, the terms and definitions in other relevant Ghana statutory and regulatory requirements also apply” included in the foreword to recognize national requirements. http://www.linkedin.com/in/jeanlukaz
  8. 8. 2.2 Type of Accommodation    2.2.1 HOTEL : establishment with reception, services and additional facilities where accommodation and in most cases meals are available 2.2.5 APARTHOTEL; APARTMENT HOTEL: hotel where accommodation is provided in studios or apartments 2.2.6 APARTMENT COMPLEX; RESIDENCE: establishment where accommodation is provided in studios or apartments http://www.linkedin.com/in/jeanlukaz
  9. 9. 2.2 Type of Accommodation    2.2.17 CHALET; BUNGALOW: separate accommodation providing self-catering facilities 2.2.18 ALL-SUITE HOTEL: hotel where accommodation is provided only in suites 2.2.19 EXTENDED STAY: hotel in an urban environment where accommodation is provided for long term periods http://www.linkedin.com/in/jeanlukaz
  10. 10. 2.3 Type of room    2.3.7 JUNIOR SUITE: accommodation with extra seating space in one room 2.3.8 SUITE: accommodation providing separate, connected sleeping and seating facilities 2.3.9 APARTMENT: accommodation providing separate sleeping and seating facilities with a kitchenette http://www.linkedin.com/in/jeanlukaz
  11. 11. 2.3 Type of room    2.3.10 STUDIO: accommodation in one room with a kitchenette 2.3.11 CONNECTED ROOMS: rooms with sleeping facilities, accessible to each other via internal doors 2.3.12 DUPLEX: accommodation provided on different floor levels with a dedicated connection http://www.linkedin.com/in/jeanlukaz
  12. 12. 4 Facilities for guests  4.3.4 KITCHENETTE: small kitchen or part of a room partially equipped with self-catering facilities http://www.linkedin.com/in/jeanlukaz
  13. 13. NEW HARMONIZED STANDARDS FOR ACCOMMODATION & CATERING ESTABLISHMENTS IN GHANA GHANA TOURISM AUTHORITY (GTA) http://www.linkedin.com/in/jeanlukaz
  14. 14. PART VI: CATEGORIES OF ACCOMMODATION ENTERPRISES http://www.linkedin.com/in/jeanlukaz
  15. 15.  28. There shall be five categories of accommodation enterprises namely, category A, category B, category C, category D and category E. http://www.linkedin.com/in/jeanlukaz
  16. 16. Category A  29. Category A enterprises shall comprise  Hotels,  Resorts and  Motels and shall be subject to international classification http://www.linkedin.com/in/jeanlukaz
  17. 17. PART VII CLASSIFICATION OF HOTELS    35. (1) Hotels, Resorts and Motels shall be classified according to the Star System and standards prescribed from time to time by the Board. (2) The standards prescribed shall be commensurate with international requirements. 36.(1) There shall be five classes of hotels, resorts and motels namely: -  One Star (4th class) Two Star (3rd class) Three Star (2nd class) Four Star (1st class) - Five Star (Luxury) (2) No accommodation enterprise shall qualify for classification under the star system unless in addition to the minimum requirements specified in part III it satisfies the minimum requirements specified in the fourth schedule to these regulations. http://www.linkedin.com/in/jeanlukaz
  18. 18. Category B  30. (1) Category B enterprises shall comprise: catering rest houses  guest houses  game lodges   (2) Category B enterprises shall be subject to the minimum requirements specified in Part III. http://www.linkedin.com/in/jeanlukaz
  19. 19. Category C  31 (1) Category C enterprises shall comprise  hostels and  homestays.  (2) Category C enterprises shall be subject to requirements specified under the fifth schedule to these regulations. http://www.linkedin.com/in/jeanlukaz
  20. 20. Category D  32 (1) Category D enterprises shall comprise:  tourist homes  serviced flats  holiday apartments  (2) Category D enterprises shall be subject to requirements specified under the sixth schedule to these regulations. http://www.linkedin.com/in/jeanlukaz
  21. 21. SIXTH SCHEDULE; REGULATION 32 (2) Category D enterprises 1. Serviced Holiday Apartment 2. Serviced Holiday Flats and 3. Tourist Homes. http://www.linkedin.com/in/jeanlukaz
  22. 22. REQUIREMENTS  1. There shall be at least one housing unit with toilet, bathroom, bedrooms, lounge and kitchenette facilities for at least one person or a group of persons. Unit shall be adequately ventilated.  2. Basic bedroom and lounge furnishing shall be provided including a radio and a colour television set.  3. There shall be an area designated for reception/concierge services with various rates for the units and other information boldly displayed.  4. There shall be provided a parking lot. http://www.linkedin.com/in/jeanlukaz
  23. 23. REQUIREMENTS  5. Daily cleaning services shall be provided.  6. Adequate security measures shall be provided throughout the premises.  7. There shall be provided telephones in all the units for internal and external calls and unit charges indicated.  8. There shall be provided in the kitchenette at least a cooker, adequate crockery, full range of cooking utensils and a refrigerator. The provision of food shall not be a requirement for the operation of a category D enterprise.  9. Laundry and maid services shall be provided on request. http://www.linkedin.com/in/jeanlukaz
  24. 24. REQUIREMENTS  10. All units shall be provided with a pressing iron and ironing board.  11. Hairdryers shall be provided on request.  12. Adequate Fire Safety precautions must be taken.  13. There shall be made available potable water supply.  14. A high degree of general safety, security, cleanliness and hygiene must be maintained. http://www.linkedin.com/in/jeanlukaz
  25. 25. Category E  33. (1) Category E enterprises shall comprise  tourist campsites and shall be subject to requirements specified under the seventh schedule to these regulations. http://www.linkedin.com/in/jeanlukaz
  26. 26. Simply put, the Requirements for Licensing Serviced Apartments in Ghana are way below the belt and outmoded! http://www.linkedin.com/in/jeanlukaz
  27. 27. Government Serviced Apartments A COLONIAL MODEL COMMERCIALISED! http://www.linkedin.com/in/jeanlukaz
  28. 28. Government Serviced Apartments All Bills paid by Government         Fully Furnished Housekeeper Houseboy House girl Garden boy Watchman/Security Large Compounds for gardening or Orchids Tennis Courts for Superiors      Electricity Telephone Water Sewage Waste Matrons served food to the Superiors at Work… All-Inclusive http://www.linkedin.com/in/jeanlukaz
  29. 29. Government Serviced Apartments    Serviced Apartments began in the Colonial Era with the Bungalows in prime segregated locations Public Service followed suit as the biggest Serviced Apartment Guest. It was an allinclusive service [I mean the bills] The Public Works Department (PWD) was the operator and manager of these governmentsponsored Serviced Apartments http://www.linkedin.com/in/jeanlukaz
  30. 30. Government Serviced Apartments     Government Politicians Civil Service Government Schools Government Universities http://www.linkedin.com/in/jeanlukaz
  31. 31. Government Serviced Apartments  Luxury and Upscale Bungalows   State Hotels   Institutional Estate Departments Institutional Guest Houses   Public Works Department (PWD) Budget   State Hotels Corporation (SHC) Midscale to Economy   State Protocol Services (SPS) Institutional Estate Departments Transient  Catering Rest Houses for Travelling Officials http://www.linkedin.com/in/jeanlukaz
  32. 32. Commercial Serviced Apartments FLEEING THE HOTEL INTERFERENCE http://www.linkedin.com/in/jeanlukaz
  33. 33. Hotels Rooms and Beds Supply 40000 35000 30000 Quantity 25000 20000 No. of Hotels No. of Rooms 15000 No. of Beds 10000 5000 0 Year Source: Ghana Tourism authority (GTA), 2013 http://www.linkedin.com/in/jeanlukaz
  34. 34. Still Shortage of High Quality Rooms in Ghana http://www.linkedin.com/in/jeanlukaz
  35. 35. Time Machine Price of Serviced Apartment is all-inclusive  Fully Furnished Housekeeper  Houseboy  House girl  Garden boy   Watchman/Security Large Compounds for gardening or Orchids          Electricity Telephone Water Swimming Pools Gym Tennis Courts Sewage Waste http://www.linkedin.com/in/jeanlukaz
  36. 36. Commercial Models      Purpose-built Conversions Buy to Let Lease to Let Buy to Sell http://www.linkedin.com/in/jeanlukaz
  37. 37. Serviced Apartments       Serviced Holiday Homes Serviced Apartments Extended Stay Accommodation Corporate Housing Apartment Hotel/Aparthotel All-Suite Accommodation http://www.linkedin.com/in/jeanlukaz
  38. 38. Ownership in Ghana  Independents  Individuals  Real  Estate Developers Hotel Chains [not yet in Ghana] http://www.linkedin.com/in/jeanlukaz
  39. 39. Management in Ghana      Owners Managers Owner-Managers Facilities Management Companies Real Estate Developers  Business Development Unit http://www.linkedin.com/in/jeanlukaz
  40. 40. Types of Serviced Apartments Branded Residences Extended Stay Hotels Corporate Housing Serviced Apartments Town Houses/SemiDetached Houses Aparthotels Satellite Serviced Units Serviced Bungalows http://www.linkedin.com/in/jeanlukaz
  41. 41. AFRICA SERVICED APARTMENT RENTALS in USD$ AFRICA SERVICED APARTMENT RENTALS [Cape Town, Nairobi, Accra] Average Rentals in USD$ [Low - High] 2010-2012 Nightly Rate (1-6 nights) Studio 1-Bedroom 2-Bedroom Weekly Rate (7 nights +) Monthly Rate (1 Month +) 71 - 306 61 - 285 1,664 - 6,731 72 - 427 66 - 405 1,773 – 8,537 98 - 503 90 - 498 2,407 – 8,149 Source: The Apartment Service 2013 http://www.linkedin.com/in/jeanlukaz
  42. 42. Classification By Rental Rates Source: Jean Lukaz Consulting 2013 http://www.linkedin.com/in/jeanlukaz
  43. 43. CLASSIFICATION BY KEY SPATIAL DISTRIBUTION           West Lands CBD Airport Residential Area Airport Hills Dzorwulu East Legon Cantonments Ringway Estates Osu RE Spintex         Urban Inner-City Suburban Outer Suburb Highway Airport/Aerotropolis Edge Cities Resort http://www.linkedin.com/in/jeanlukaz
  44. 44. Clientele for Serviced Apartments       Business or Corporate (individuals) Business or Corporate (groups) Convention or Association Groups Leisure Travellers Investors Long-stay guests     Airline-related guests Government or Military Guests Regional “getaway” Guests Relocation, or the long term assignment, is a core market for serviced apartments http://www.linkedin.com/in/jeanlukaz
  45. 45. Ghana: International Visitor Segmentation by Purpose of Visit Business 3% 3% 20% 39% Holiday Visiting Friends and Relations Health 35% Other Source: Ghana Tourism Authority (GTA) http://www.linkedin.com/in/jeanlukaz
  46. 46. Factors for Consumer Preference  A couple of years ago, the main factors were     Recently they were     independence, comfort and the ability to entertain friends. space (81%), the ability to self-cater (74%) and Price (66%).. Now they are     convenience (72%), price/quality comparison (69%), cost (64%) and location (53%). Source: The Apartment Service http://www.linkedin.com/in/jeanlukaz
  47. 47. Traditional Providers  3 to 4-Star Hotels with Chalets & Fullyequipped Suites http://www.linkedin.com/in/jeanlukaz

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