ASAP unveils Quality Assessment logo

The Association of Serviced Apartment Providers (ASAP) has unveiled a logo for its new Quality Assessment (QA) programme.

Launched at ASAP's annual conference in London, the logo provides the opportunity for ASAP to promote properties following an assessment of 90% of its 83 members over the past 12 months. The programme is now due to be introduced to serviced apartment operators overseas.

James Foice, managing director of ASAP, told the 350 delegates: "We are very excited by the opportunity to establish a standard accreditation model throughout the industry, both in the UK and potentially around the world."

He also went on to say that it was essential that the industry agrees on the right definition of a serviced apartment. "Users are currently unsure about what they can expect and, most importantly, there is a lack of global recognition, thanks to varied terminology and a different level of industry maturity," he explained.

"We are now promoting the serviced apartment as an umbrella term for a type of furnished apartment available for short-term or long-term stays, which provides amenities, housekeeping and a range of services for guests where taxes and utilities are included in the rental price."

"In the New Year we will begin defining a number of sub-categories, which will include but are not limited to aparthotel, corporate housing, extended stay, residences, suites and studios."

The winners of the ASAP 2014 awards, announced during the conference dinner, were:

The Industry Leader Winner: Marlin Apartments
Highly Commended: Oakwood Worldwide

The Best Guest Experience
Winner: Staying Cool
Highly Commended: City Apartments

The Most Innovative Serviced Apartment Operator
Winner: Oakwood Worldwide
Highly Commended: The Apartment Service

The Best Hospitality & Service Experience Winner: Cheval Harrington Court
Highly Commended: SACO The Serviced Apartment Company

Outstanding Individual/Rising Star
Winner: Fernando Diez, Executive Serviced Apartments
Highly Commended: Charlotte Glover, Town or Country

Lifetime Achievement Award
David Smith, City Apartments

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