Operation and management of serviced apartments

Serviced apartments refer to that developers divide each room of a hotel into independent property rights and sell them to investors, and hire hotel management companies to introduce serviced property management to provide rental services and financial services for owners. This kind of property is generally built in the city center and convenient transportation areas, and the surrounding shops, restaurants, entertainment and other supporting facilities are complete, and the fa? ade, elevator, central air conditioning, capacitance and other supporting facilities are complete.

1. Management mode of serviced apartments

(1) Property management mode

Discretionary management mode. Entrusted by the developer or the owners' committee, the property management company is fully responsible for the management of the entrusted property, and entrusts the property management company to set up a management office to recruit employees in accordance with the management objectives, requirements and standards determined in the contract. This model can fully reflect the brand effect of full management.

cooperative management mode. The developer cooperates with the property management company to set up a project management company, which is responsible for the property management of the project. The property management company sends personnel to serve as the general manager and department heads of the company. Through cooperative management, the project management level is improved and a team of excellent management talents is trained for the partners, so that the partners can take over the management after the cooperation expires.

consultant management mode. The developer builds his own property management team, and the property company is hired as a management consultant to provide a complete set of management regulations and guide the developer's operation and operation. Consultant management can be divided into three situations: first, the property company sends senior managers to stay in the project as the general manager and department heads of the management company to give specific guidance and management to the project; Second, the property company sends personnel to stay in the project for a long time, but does not hold any position in the management company, but only provides consulting services at the request of the developer; Third, the property company does not send management personnel, but according to the requirements of the developer, the advisory team will go to the project to guide the work regularly or irregularly.

(2) hotel management mode

consultant management mode. According to the requirements of the developer, the hotel management company sends hotel management professionals to provide consulting opinions on the hotel's functional design layout, decoration style, engineering equipment, management process, service equipment, hotel market positioning, marketing and promotion.

discretionary management mode. The hotel management company is entrusted by the developer to send a general manager to implement comprehensive management of a hotel. The highest authority of the hotel is the board of directors, and the hotel management company reports the business plan, business plan and financial budget to the board of directors, and carries out business management after obtaining the consent of the board of directors. Hotel management companies do not bear the risk of hotel operation, and extract management fees from operating income in a certain proportion every month.

contract management mode. The hotel management company provides the developer with a specific hotel contract management plan. After the developer agrees to undertake the indicators of the business model study package of serviced apartments, the exhibitor will be responsible. The hotel management company will send the project general manager to carry out specific management work and be responsible to the developer with the contracted indicators.

Second, the problems existing in the operation and management of domestic serviced apartments

(1) Domestic property management companies lack hotel management experience

In the case of similar hardware conditions, service becomes the key factor. 61-71% of customers' decision to stay or stay is influenced by the level of property management. If the management company can accept and guarantee the normal operation of the serviced apartment, at least 71% of the customers should sign the lease agreement. A hotel-style apartment property company with good market operation ability is the basic condition to ensure investors' profit. However, from the current market point of view, there are very few such property management companies, and there is a contradiction that property management companies lack hotel management ability and hotel management companies lack property management experience. If there is no efficient, systematic and professional market development ability of the property management company, the owner can only be a traditional and extensive rental method, and the return on investment is difficult to be guaranteed stably. The low return on investment, in turn, affects the market consumption pillar of hotel-style apartment development and the enthusiasm of investors.

(II) Domestic hotel management companies are not competent for the management of serviced apartments

As an investor, having a good management mode, rich management and experience has a great impact on the profitability of the investment and its size. People in the industry generally believe that the hotel consumption price (RMB/day) is 11% of the real estate price (RMB/square meter), and the sales price of serviced apartments is higher than the general real estate price. However, domestic hotel management companies have two weaknesses. First, they always want to manage high-end hotels, but they are always in a passive position in the competition of famous foreign hotel management companies. Second, I always want to use the medium-and long-term discretionary management method, which has a fundamental contradiction with the interests and business habits of hotel owners. Domestic hotel management companies are generally not innovative enough to find a stable market development and cultivation point.

(3) The problem of the vacancy of the client caused by the division of ownership

As a general hotel, the investor is the only owner and can entrust the hotel management company to manage it. However, as a hotel-style apartment, the rooms have been sold to different investors in a scattered way, so there will be a virtual position of the client, which will infringe on the interests of small and medium-sized investors. Therefore, the management of serviced apartments is too chaotic, the owners' rights and interests cannot be protected, and the rental income cannot be guaranteed.

3. How to avoid risks and invest in serviced apartments

(1) Location and operation mode determine appreciation space

The main target customers of serviced apartments come from multinational companies and domestic small and medium-sized enterprises in the tertiary industry and creative industry institutions. They don't require much space for office space, but they must be convenient for information exchange personnel and capital exchange, with comprehensive supporting services and superior traffic conditions. Hotel-style apartments just have these characteristics. And the cost performance is far superior to hotels and ordinary office buildings, so it will become their first choice. Judging from the common annual return rate of 8-11%, serviced apartments are more suitable for medium and long-term investors. For developers, the location of the area should be based on the functions of the products to meet the needs of all kinds of business travelers and small and medium-sized service enterprises. Generally speaking, the most favorable location is located in the central city and the core of the transportation hub.

(II) Property management decides whether the customer will stay or not

Providing good property management is the most direct condition to attract tourists. Domestic property management companies still have problems that can't be properly managed, which has hit the confidence of some investors. Therefore, if hotel-style apartments are managed by professional property management companies or hotel management companies, guests can not only enjoy the services of star-rated hotels, but also the property management companies can help the owners to take care of the image of the whole property and help the property appreciate.

(3) Value for money, high cost performance

Find one? Cost performance? A high serviced apartment can make you money before investing. Hotel-style apartment looks like a very high-priced investment product, but it is not. When choosing those chartered serviced apartments, we must see the unit price clearly. Some developers often convert the chartered money into the house price. Therefore, to invest in hotel-style apartments, investors should also master some in? Make money before buying? The skill, and this skill depends on the comparison of investors before buying. ;