Staybridge Suites

Staybridge Suites is going global. Already a massive success in the US, the brand is taking its ‘more home than hotel’ concept across the pond expanding into Europe, the Middle East, and beyond. The first suites outside the Americas were unveiled in Liverpool in June and will be used as a model for future developments.

Located on the Kings Waterfront opposite the Echo Arena and BT Convention Centre, Staybridge Suites Liverpool is decidedly different to other lodgings in the city. “It is a blend of traditional hotel services and the domestic environment, bridging the gap between conventional hotels and serviced apartments,” explains John Wagner, Vice President of Staybridge Suites EMEA. This hybrid has become known as the extended-stay and generally applies to stays of five nights or more.

Wagner adds: “Staybridge Suites will appeal to a wide range of travellers, from those in town on business, or looking for a home-from-home while on holiday, to those relocating to the area. With its four-tier rate structure the hotel offers value for money against the local top-end accommodation offerings and ensures that guests can benefit further from discounted rates the longer they stay.”

To determine whether the extended-stay concept would travel as a brand, IHG carried out research which, according to Wagner revealed that ‘consumer demand for hotel products is changing and people are increasingly looking to feel more at home and live life their own way when travelling’.

This at home look is the work of Belfast-based architects Consarc and interior designers ADS Design & Brand Development. ADS won the contract after demonstrating their understanding of the extended-stay market. They spent several months evaluating what changes should be made to the American model to enable it to work in Europe, and formulated the design with operational and brand input. ADS has spent a further three years generating a blueprint to be used for properties in the pipeline providing IHG with design input as and when required.
A fireplace surrounded by cushion-clad sofas in warm red and chocolate brown welcomes guests into the lobby of Staybridge Suites Liverpool. The reception desk is an inconspicuous affair, its low height removing the barrier between staff and residents, and with the introduction of laptops, check in will soon take place from the comfort of the living room.

The 132 studio and one-bedroom suites are cleverly designed to include their own kitchen with fridge freezer, microwave convection oven, and dishwasher, as well as storage space, crockery, and cooking utensils. Each suite comes with a complimentary first night kit, and for those wishing to cook supplies can be purchased from the 24/7 deli-style pantry stocked with a selection of food and drink.

The guestrooms, inspired by the residential sector, are what Stuart M Bradbury, Managing Director of ADS Design describes as ‘Hometel’: “...easy to live with, informal, and uncomplicated. What it is not, is cutting edge design,” he adds. “We make no apology for that. Where it does differ significantly is the operational ethos and guest requirements. These together drive the design approach.”

So whilst the interiors may not be groundbreaking, ADS had their work cut out ensuring the design met the commercial demands of the business, and appealed to a wide range of possible guests. As a result the colour palette is predominantly neutral with off-white walls, natural furnishings, and wooden casegoods. Included in the price of each suite is high-speed wireless Internet access, and a buffet breakfast served in The Hub. Based on the fact that people tend to gravitate to the kitchen, the Hub is the focal point of the main guest floor.

 “Guests are encouraged to interact with fellow guests much more than they would in a full service hotel,” explains Bradbury. “Our challenge was how to encourage this in the design without it becoming too forced.” The Hub is also the venue for signature after work receptions in which guests are served complimentary drinks and canapés by Staybridge’s hand-picked team, whilst meeting their neighbours.

The hotel also features a Living Room, a cosy Den area equipped with books and board games, a mini gym, and free laundromat.

General Manager Wayne Adroliakos says: “What we’ve tried to do is give a very informal, relaxed atmosphere. It doesn’t feel like a hotel. One of the things that helps that is that there are no bars, restaurants or conferencing, so the only people here are those who live or work here.”

One of the group’s biggest challenges has been educating the UK about the concept behind Staybridge Suites. IHG’s brands are devised with a potential global roll-out and, while the extended-stay concept is still relatively new in Europe and the Middle East, the group is confident that there is a demand for accommodation that combines the best of home and hotel.

STAYBRIDGE SUITES
21 Keel Wharf, Liverpool, L3 4FN
Tel: +44 (0)151 7039700
www.staybridge.co.uk

Rooms:    132 studio and one-bedroom suites
Leisure:    Exercise room
Facilities:   Outdoor terrace, laundromat and 24/7 pantry

Words: Catherine Martin

Photography courtesy of Staybridge Suites