Ghana the serviced apartments invasion- part i

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

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

Jean Lukaz
PART I

Our Black Swan:

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‟
 Serviced Apartments

are „Home Away from

Home‟

http://www.linkedin.com/in/jeanlukaz

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‟


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


definitions
GHANA STANDARDS AUTHORITY (GSA)


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.


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

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


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


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


4 Facilities for guests


4.3.4 KITCHENETTE: small kitchen or part of
a room partially equipped with self-catering
facilities


NEW HARMONIZED
STANDARDS FOR
ACCOMMODATION &
CATERING ESTABLISHMENTS
IN GHANA
GHANA TOURISM AUTHORITY (GTA)


PART VI: CATEGORIES OF
ACCOMMODATION
ENTERPRISES




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


Category A


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

and

 Motels

and shall be subject to international classification


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.

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.


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


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


SIXTH SCHEDULE; REGULATION
32 (2)
Category D enterprises
1. Serviced Holiday Apartment
2. Serviced Holiday Flats and
3. Tourist Homes.


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.


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.


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.

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.


Simply put, the Requirements for
Licensing Serviced Apartments in
Ghana are way below the belt and
outmoded!


Government Serviced
Apartments
A COLONIAL MODEL COMMERCIALISED!


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

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

Government Serviced
Apartments





Government Politicians
Civil Service
Government Schools
Government Universities


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

Commercial Serviced
Apartments
FLEEING THE HOTEL INTERFERENCE


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


Still Shortage of
High Quality Rooms
in Ghana


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


Commercial Models







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


Serviced Apartments








Serviced Holiday Homes
Serviced Apartments
Extended Stay Accommodation
Corporate Housing
Apartment Hotel/Aparthotel
All-Suite Accommodation


Ownership in Ghana


Independents
 Individuals
 Real



Estate Developers

Hotel Chains [not yet in Ghana]


Management in Ghana







Owners
Managers
Owner-Managers
Facilities Management Companies
Real Estate Developers
 Business

Development Unit


Types of Serviced Apartments
Branded
Residences

Extended
Stay Hotels

Corporate
Housing

Serviced
Apartments
Town
Houses/SemiDetached
Houses

Aparthotels

Satellite
Serviced
Units

Serviced
Bungalows


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


Classification By Rental
Rates

Source: Jean Lukaz Consulting 2013


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


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


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)


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


Traditional Providers


3 to 4-Star Hotels with Chalets & Fullyequipped Suites


Ghana the serviced apartments invasion- part i

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