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    • INDUSTRY INSIGHT: ‘Togetherness’ is the new luxury post-pandemic

      730 565 Hamish Kilburn
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      INDUSTRY INSIGHT: ‘Togetherness’ is the new luxury post-pandemic

      ‘Togetherness’ is a new phrase emerging as self-contained serviced apartments are in high demand as old friends and extended family seek to reconnect as lockdown eases…

      As travel restrictions begin to relax, serviced apartment brands have seen a spike in bookings as the demand for self-contained apartment hotels increases. As a result, a new trend is starting to emerge: “togetherness”, which is being seen as the new luxury.

      One of these brands that are seeing their bookings rise in the wake of the pandemic is SKYE Suites, developed by Crown Group. The group’s Chief Operating Officer, Pierre Abrahamse said the emergence of the “togetherness as the new luxury” trend would replace the focus on experiential travel that had prevailed in the luxury hotel market over the past decade. “Togetherness is emerging as the biggest trend for 2020 and beyond,” he said. “People want to reconnect with those they have been separated from for the past few months and hotels are responding.

      “Guests are calling to ask can they book co-joining apartments so that they can enjoy a holiday with their kids and the grandparents in the one place, or so they can have friends who live in regional areas finally able to join them in the city for restaurant or gallery outings,” he said.

      Image credit: SKY Suites

      SKYE Suites offer spacious one-bedroom and two-bedroom hotel apartments sized from 43sqm to 80sqm, in Sydney, Green Square and Parramatta, each with open-air balconies or courtyards to take in fresh air. Guests can do their own cooking and washing with SMEG appliances and Vittoria or Nespresso coffee machines, or head out to the array of restaurants that have opened their doors again in the city.

      There are ‘virtual concierge’ tablets in each suite for guests to access hotel services. Guests can also catch a movie or watch Netflix by streaming their own content to huge in-room TV screens. Sleeping Duck bedding allows them to choose mattress firmness on each side of the bed.

      SKYE Suites opened its third hotel above Green Square train station in April 2020, which offers 90 luxurious apartments in a precinct designed by globally renowned Koichi Takada Architects and offering 18 retail and dining offerings including Butcher & The Farmer, Nam2 pho, Bashan noodles, KFC, McDonalds and Gong Cha bubble tea.

      Image credit: SKY Suites

      The SKYE SUITES brand first launched in August 2017 with the opening of the stunning SKYE Suites Parramatta, part of a mixed-use residential, retail and hotel development, V by Crown Group.

      The building was designed by Allen Jack + Cottier and Koichi Takada Architects and Crown Group’s signature resort facilities including a beautiful outdoor pool area, well-equipped gym and expansive foyer.

      The second SKYE Suites opened in October 2018 as part of the stunning Arc by Crown Group residential tower at 300 Kent St. This luxe and inviting enclave in the heart of the city was also designed by Koichi Takada Architects whose “ice cave” themed lobby and lap pool have become one of Sydney’s most Instagrammed spaces.

      The building has become known for its eye-catching brickwork and glass and steel towers that soar dramatically into the city skyline. It has 73 plush and inviting hotel apartments.

      The Sydney and Parramatta hotels have earned accolades at the HM Awards two years running, for Best Serviced Apartment Property and Best Tech Hotel.  

      Main image credit: SKY Suites

      Hamish Kilburn / 17.06.2020

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