Conference SO!APART

 

Save the date for the next SO!APART
11 and 12 November 2020

 

 Review of the industry meeting

13 and 14 November 2019

Felix im Lebendigen Haus am Augustusplatz, Leipzig (Germany)

 

 

 

SO!APART 2019 industry meeting: The serviced apartment world in Germany is growing even faster than previously predicted - and the concepts are growing with it

Big, bigger, visions: the seventh German industry meeting in retrospect

 

"We will already reach the 100,000-unit-mark in 2026 instead of 2030, as predicted so far," announced initiator and organiser Anett Gregorius at the start of SO!APART 2019, "Even if the hotel industry should possibly experience an economic downturn, the serviced apartment segment will continue to grow as a problem solver and temporary form of living - especially with a view to the long-stay. The SO!APART 2019 took place under the motto "Big, bigger, visions" in Leipzig. More than 200 participants attended the most important symposium for the serviced apartment segment in German-speaking countries at “Felix im Lebendigen Haus am Augustusplatz”.

"The market is on fire", Christian Strieder quoted his colleagues at the London STR headquarters at SO!APART 2019. According to STR's Country Manager DACH, the serviced apartment segment performs better than the classic hotel sector worldwide. In an international comparison, Germany currently has the highest occupancy rate. "The segment in this country will again grow by 60 percent until 2021 and will already break through the 100,000-unit-mark in 2026. And this despite the fact that since 2019 we have only been counting commercial units," added Anett Gregorius, founder and owner of Apartmentservice.

With a view to the new forecast, she and moderator Kai Böcking greeted more than 200 expert participants and top speakers on November 13, 2019 for a two-day expert exchange on market developments, trends, perspectives and projects in the temporary living segment. Four "New Kids on the Block", Stay Koook, Stayery, Limehome and the capsule concept Area24/7, presented themselves with a lot of dynamism at the sold-out Felix in the Living House on Augustusplatz in Leipzig. "We are a product from Millennials for Millennials", Hannibal DuMont Schütte, co-founder of Stayery, made very clear in terms of marketing. Dr. Josef Vollmayr, co-founder of Limehome, emphasised how they want to grow into the operator with the most locations with extremely short implementation times.

In addition to many other topics, one of the presentations once again focused on a single location - this time Berlin with its large pipeline of international players and the new variety of concepts. In addition, attorneys Marc P. Werner and Dr. Mathias Schönhaus of Hogan Lovalls talked about investable operator contracts and tax bases in terms of FF&E. Matthias Rincón from iPartment and Hauke Fischbeck from the Cresco Capital Group then discussed to what extent the distinction between commercial and residential housing is still relevant. "Due to the lack of legal certainty, this question will continue to occupy us for the next ten years," said moderator Marc P. Werner.

The second day of SO!APART, which has developed more and more into one of the most important network platforms, was held under the motto "Mindset, Brand and Community". Keynote speaker Dr. Marc Schumacher, Managing Partner at Liganova, made it vividly clear that the future will be about "competition between business models" and an experience economy. The serviced apartment sector as an analogous, "traffic"-strong "location" is an answer to life and work trends as well as to the future.

Petra Heß from Solopreneur Art 3P presented the apartment service survey on the significance of serviced apartment brands and, together with Henrik von Bothmer from Union Investment Real Estate and Matthias Niemeyer from Adina Apartment Hotels, identified a clear need to sharpen profiles in the segment. In the subsequent co-living panel, journalist Sylvie Konzack discussed with Niels Berl of The Collective, Rosa Höhn of Vonder and Anja Mueller of Adagio the growth potential of co-living through extended age groups, to which everyone was open. The main focus of the sustainability panel was on how crucial overall concepts from construction to guest and employee communication will be in the future. At the investment panel, Uwe Niemann, head of the Deutsche/Hypo hotel financing market, finally worked with representatives of GBI, The Collective and Sauer Real Estate AG to highlight the diversity of current financing channels in the segment.

For the third time, the "Flamingo's Nest" took place, the industry pitch for new, innovative products in the segment, in which WeWash and Mama Stove emerged as winners in previous years. In 2019, the jury chose the RefresherBoxx, which neutralises unpleasant odours from clothing without washing.

"Once again during the industry meeting we could see how sustainable the expansion mood in the segment is, because people not only stay here overnight but also stay longer and are picked up with other needs. Should there be an economic downturn in the hotel industry and in general, the serviced apartment segment will nevertheless continue to grow, because the demand generators are based on evolutionary social changes," market expert Anett Gregorius is convinced. At the end of the event, she invited to the next SO!APART on November 11 and 12, 2020.

SO!APART 2019 was supported by the renowned companies PRO URBAN AG, ADAPT APARTMENTS and Adina Apartment Hotels as part of an exclusive partnership. With their product portfolio, they represent the wide variety of concepts in temporary living and underline the rapid development in the sense of the conference motto "Big, bigger, visions!”

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Speakers of the SO!APART 2019

Angela Barzen

Angela Barzen was the owner and CEO of Plakativ Media GmbH for 25 years before she sold it to Ströer in 2017. Since 2019 she has been a member of the Supervisory Board of Ströer SE & Co. KGaA and works as a consultant for blowUP Media GmbH and ReHoch2 GmbH. In addition to her degree in business administration, she holds a master's degree in communication psychology and was trained as a systematic consultant. In addition, she is certified as a coach and trainer of positive psychology. She offers trainings and workshops in the field of "Business Wellbeing".

Sebastian Blum

Sebastian Blum is representing area24|7smart hotels. The trained hotel clerk holds a Master of Education of the FU Berlin, but after his graduation he turned back to the branch, which was always like "bread & butter" for him. Professionally, he has worked from Europe to Australia to Morocco, and has been involved in all operational areas of various hotel chains. Now he brings his knowledge and skills 2019 into the vision of Taimuraz Chanansvi to create a network of comfortable but affordable accommodations for digital nomads and discerning travelers. As Operations Manager, he is responsible for the smooth launch of Germany's first capsule hotel chain.

 

 

Helmut Dörfer

 

 

After his graduation at the TU Darmstadt, Helmut Dörfer worked from 1988 to 1998 in the office of Prof. Bott, Ridder and Westermeyer and in the office of Prof. Dierks, Blume + Partner. Since 1998 he has been self-employed, since 2016 in partnership as Dörfer Grohnmeier Architekten Partnerschaft mbB. He is energy consultant DENA and since 2008 authorized to prove thermal insulation in the AKH, since 2013 chairman of the committee. Since 2010 he has also held lectures on the subject of "Energy-saving construction" for the Chamber of Architects of Hesse (AKH), the KfW (Kreditanstalt für Wiederaufbau) and others. His professional focus is on: Resource-saving construction, passive houses, plus-energy houses.

Anett Gregorius

Anett Gregorius is the owner of the Berlin based consulting and agency company Apartmentservice (formerly Boardinghouse Consulting). In 1999, shortly after graduating in business administration (BA), she worked as a hotel manager for the German market leader in the serviced apartment industry and founded her consulting agency. Two years later, Anett Gregorius expanded it to an agency including the first booking platform specialised in the serviced apartment segment in German-speaking countries. Whether defining the terminology for the segment (Charter Temporary Living), certifications, setting-up a benchmark co-operation or as professional speaker and joint editor of the “Compendium of Temporary Living” - for 20 years she has positively influenced and developed the German market with different industry initiatives. She substantially supports and increases the awareness for and the professionalization of the segment. Since 2011, she publishes the annual serviced apartment market report Germany. Since 2013, she organises the annual SO!APART symposium and announces the SO!APART Awards for the best serviced apartment concepts. As part of her consulting activities, she is currently in charge of the development and implementation of major projects, new brands and rollouts.

 

Sylvie Konzack

Sylvie Konzack is editor-in-chief of the new online travel magazine Bleisure Traveller, which presents metropolises worldwide and nearby destinations for business travellers who extend their business trip by two or three days in private. She also works as a freelance journalist for various magazines. Until the end of 2017 she worked for twelve years in the editorial office of the hotel magazine first class, since 2012 as editor-in-chief. The development of the Serviced Apartments segment has been the subject of many of her articles for many years, including the "Marktreport Serviced Apartments 2018". Since 2013 she supports SO!APART as author and jury member.

 

Uwe Niemann

Uwe Niemann is head of hotel financing at Deutsche Hypo in Hanover, a 100 % daughter of NORD/LB. Since his vocational training at NORD/LB he has worked for various real estate divisions of the bank. He changed to Deutsche Hypo in 2008. Specialised in hotels he has been responsible for all high-volume financing projects in the hotel segment at NORD/LB Group in Germany and Austria since 2003. The group reports a finance volume of about EUR 1.2 bn. for about 70 hotels in Europe.

Klaus Riek

Klaus Riek is Managing Director at i Live Invest GmbH. Together with the managing partner Amos Engelhardt, he has been in charge of sales for the i Live Group since the beginning of 2017. He was initially responsible for setting up and structuring the individual sales business. Until the end of 2019 he developed the qualification of the i Live sales team and the strategic integration of sales partners. With the expansion of the product portfolio to include serviced apartments and the orientation of i Live towards institutional investors, the tasks of the trained banker expanded to include complex individual and global sales. His expertise in financing and real estate is based on more than 30 years of banking experience. He visionary applies the experience of more than 10 years in management functions and regional responsibility of Deutsche Bank in the agile environment of i Live.

Dr. Marc Schumacher

Dr. Marc Schumacher is a marketing and retail expert. With a keen sense for the changing landscape he is focussing on inventing sustainable and strategic marketing concepts for brands across all industries.  He now serves as managing partner of LIGANOVA. Marc is a sought-after keynote speaker who has appeared on several international congresses and events such as World Retail Congress in Dubai or the GDI Retail Summit in Zurich. He serves as a guest lecturer for marketing management at the HHL Graduate School of Management where he has done his doctorate. Marc started his career in the fashion retail industry at HUGO BOSS and Breuninger. At the age of 34 he became Chief Retail Officer and Member of the Board of TOM TAILOR Group.

Marc P. Werner

Marc P. Werner, LL.M. (Miami), is Head of Global Hospitality Group und Managing Partner of the Frankfurt office of Hogan Lovells.

Marc P. Werner’s experience in real estate transactions and real estate financing spans more than 20 years. In particular regarding his niche competence in the hotel industry, he is considered as one of the top lawyers in Germany. He is the "go to" lawyer if it comes to hotel management agreements, lease agreements, franchise agreements and the sale or purchase of single assets and portfolios in the hotel industry. Competitors, investors, banks, operators and real estate agents acknowledge him as "one of the best for hotels".  He is widely known for his pragmatic and solutions-oriented approach and "his opinion counts; if he talks about market standards everyone believes him" (Chambers Europe). 

 

 

Simon Behr

Simon Behr is Director of Fund Management & Transactions at GBI AG. After his dual education at HypoVereinsbank AG in Leipzig, he initially worked in private banking and graduated from the Frankfurt School of Finance & Management parallel to his career. He then changed to the Deutsche Apotheker- und Ärztebank in Berlin as an investment specialist. Today, he is responsible for all transactions of GBI AG as well as the fund mandate of the Bayerische Versorgungskammer.
© GBI Holding AG / Lea Städler

 

 

Kai Böcking

Ever since Kai Böcking has been working in television, he has been involved in travelling. The TV productions he first presented and later produced took place abroad. He has become a travel professional against his will, with the aim of making the most of every trip. Every year he travels about 200 days for TV productions, for the magazine Business Traveller and privately. These are many days, many airlines, many hotels, many discoveries, but also many disappointments and wrong (booking) decisions. The (online) magazine Bleisure Traveller, which he launched together with Business Traveller, is the experience he has gathered around the globe over the last 30 years. He travels for business, but nevertheless wants to get to know the country, people and cultures.

Tim Düysen

Tim Düysen, CMO at Living Hotels (Chief Marketing Officer), was born on Sylt in 1972. He spent his school time on Sylt, in England and in Switzerland, his apprenticeship at the "Hotel Stadt Hamburg " on Sylt (owner-managed luxury hotel). At the beginning of the 1990s he moved to Berlin and worked in the 5-star hotel "Schlosshotel Vier Jahreszeiten" (designed by Karl Lagerfeld) as a receptionist and from there he changed to the "Crowne Plaza Berlin City Centre" - first as a receptionist, then in sales. He then worked at the "Dorint am Müggelsee" in Berlin. In 2004 he went to Living Hotels in Munich as Sales Director, later became Sales and Marketing Director and has been CMO since March 2015. Since then he has been responsible for the entire sales volume of Living Hotels and the development of the brand strategy, most recently the process and implementation of the new CI of "Living Moments".

Petra Heß

Petra Heß is a freelance consultant in the hospitality industry. After studying tourism at the Munich University of Applied Sciences, she began her professional career at Starwood Hotel & Resorts in Corporate Sales. With the change to The Ascott Ltd. she was not only able to expand her knowledge in the extended stay segment, but was also able to accompany two hotel openings and become sales manager for the Germany & Georgia region. Today, she accompanies project developers and operators alike - from potential analysis and brand development to successful positioning. art3p

Suntje Linde-Kollmeyer

Suntje Linde-Kollmeyer worked for many years as a management assistant at the Hotel Europäischer Hof in Hamburg after her training as a hotel manager. After stops at Ströer and jam reisen, she joined SICON GmbH, where she worked in project development. From 2017 to the beginning of 2019 she supervised the opening of sylc. as Pre-Opening Manager. Since April 2019 she has been General Manager of sylc. in Hamburg.

 

 

 

Matthias Niemeyer

Matthias Niemeyer is Managing Director of the Adina Holding in Germany and has been responsible for the expansion of Adina Hotels in Europe since 2012. Within the next three years, eight new hotels will open in Germany, Austria and Switzerland. Numerous other projects and destinations are in the pipeline. Adina is a brand for high-quality apartment hotels of the Australian TFE Hotels. Matthias Niemeyer teaches alongside his work at the International University of Applied Sciences Bad Honnef and is co-editor of the Compendium of Hotel Real Estate and the Compendium of Temporary Living.

Matthias Rincón

Matthias Rincón is a creative designer and doer. In 2010 he founded ipartment with Ralph Stock and started the marketing of two Design Serviced Apartments - by the beginning of 2021 there will be over a thousand. Until then, the opening of three more houses is on the agenda: in Hamburg HafenCity, Frankfurt Airport and Böblingen. Today, Matthias Rincón is a managing partner at ipartment and is responsible for concept, interior design, marketing and sales. It is convenient that the graphic designer and communications specialist is also managing partner of rincón Design GmbH.

 

 

Christian Strieder

Christian Strieder is Country Manager DACH for STR based in Munich. Here he is the local contact for the customers of the world's leading benchmarking provider. He also represents STR at events and presents current industry developments. Christian sees his mission in further increasing market transparency for providers and supporting them with data for management decisions. After studying economics at universities in Germany, France, and Great Britain, he held leading positions in the field of revenue management for international hotel chains.

Kjell Ole Beckmann

Kjell Ole Beckmann has been Co-Founder and Managing Director of REOS GmbH in Hamburg since 2017. He is responsible for Business Development and Sales. He is an expert in smart building with a focus on digital asset and portfolio management in the areas of micro living, service apartments and private living. Previously, he worked as an independent consultant for various companies in the areas of business development, marketing and strategy.

Henrik von Bothmer

Henrik von Bothmer is Investment Manager at Union Investment Real Estate, where he is responsible for the acquisition of micro-living investments across Europe. The spectrum ranges from small apartments in urban locations to serviced apartments in Germany and European metropolitan regions. He was responsible for the launch of the special fund Urban Living Nr. 1 for institutional investors in the segment micro-living at Union Investment. Henrik von Bothmer studied business law and real estate management and has 18 years of professional experience, including 10 years at Union Investment.

Photo: Union Investment/Simone Scardovelli

 

 

 

Hannibal DuMont Schütte

Hannibal DuMont Schütte is founder and director of the brand STAYERY. With his team he offers serviced apartments for young professionals. After having gained experience in finance and management consulting, he founded the brand STAYERY together with Dr. Robert Grüschow in 2016. He studied economics at the WHU Otto Beisheim School of Management, graduating with a Bachelor of Science degree and a Master of Management degree. Furthermore, he has been a member of the advisory board of SmartUp! an entrepreneur network of WHU since 2013.

Rosa Höhn

Rosa Höhn is COO at Vonder Europe. The qualified hotel specialist and business graduate for hotel management has gained experience in pre-opening, as general manager and director of operations with various young and fast-growing hospitality concepts. These include Meininger Hotels, Generator Hostels and SMARTments. At Vonder Europe she is responsible for the design of the Guest Journey and the operative back office processes for a smooth stay. Vonder is a co-living platform and offers apartments for longer stays with the aim of facilitating geographical mobility. The concept is mainly aimed at digital nomads, students and project staff. An active community offers the opportunity to make social and professional contacts.

 

 

Bernd Mensing

Bernd Mensing of Bierwirth & Kluth Hotel Management GmbH has been General Manager of Holiday Inn Hamburg City Nord since February 2015. As interim manager he continues to be responsible for the guest residence PelikanViertel in Hanover and as area manager he is responsible for all B&K houses in the northern region of Germany. He also accompanies the pre-openings of the new hotels. Bernd Mensing has been employed in various hotel functions since 1986 and has extensive experience in the F&B sector. From 1998 to 2015 he worked as a hotel manager in various Accor hotels of the Novotel and Mercure brands in Bremen, Hamburg and Berlin.

 

 

Jan Noltemeyer

Jan Noltemeyer began his academic career in 2012 at the University of Hanover with a major in economic geography.After successfully finishing his Bachelor's degree, he studied at the University of Vechta until 2017, where he graduated with a Master's degree in Economic and Social Geography. Since 2018, he has worked as a junior consultant at Apartmentservice, where he is responsible for the preparation of location, competition, market analyses and the statistical basics of the market report Serviced Apartments.

Philip C. Sauer

Philip C. Sauer is a real estate professional with 20 years of experience in European real estate transactions. He holds a Master in Real Estate Investment & Finance from the European Business School in Germany. As Managing Director of a 83 year-old Real Estate Investment firm he is responsible for investments in Germany, Austria, Switzerland, UK and Spain with focus on Residential Real Estate.

 

Simon Trimborn

 

 

Simon Trimborn is Head of Business Development at Limehome GmbH, founded in 2017 and headquartered in Munich. Previously, he was a digitization and strategy consultant at The Boston Consulting Group in Munich. Limehome is a serviced suite apartment provider at more than 23 locations in Germany and Austria with approximately 400 suites (2019) focusing on A- and B-cities. Through a largely digitalized process from property sourcing to operation, Limehome manages to operate properties of 5 apartments in Montabaur, Regensburg, Linz or Passau as well as up to 50+ apartments in Hamburg, Munich or Berlin. Following the successful establishment of the concept in Germany and Austria, Limehome is currently in the process of internationalisation and further expansion at more than 150 locations in the DACH region.

Niels Berl

Niels worked for Terra Firma Capital Partners, one of the leading private equity firms in Europe, where he was responsible for the German market, for seven years. Niels has spent his professional career working on numerous different types of operational real estate, from care homes to hotels to cinemas, and has a deep understanding of the German market. At The Collective, Niels is focused on investment, financing & structuring and responsible for a balanced expansion of the business across Germany and Continental Europe.

Photo: The Collective / Cathrin Bach

 

 

Patrick Cunningham

Patrick Cunningham is the Business Development Director in Germany at ASK4, an award-winning internet service provider for multi-tenanted accommodation including serviced apartments and purpose built student accommodation across the UK and Europe. Patrick is a highly experienced business development professional and has a track record of driving a range of projects in a dynamic and technical environment. Based in Düsseldorf, Patrick is responsible for growing ASK4's profile in the marketplace.

Hauke Fischbeck

Hauke Fischbeck, M.Arch., first worked as an architect. When he was 29, he founded an Internet startup. He then worked as a strategy consultant at BCG, board member and CFO of ebuero AG and partner at BÜRO DR. VOGEL GMBH, which is specialized in Real Estate. In more than 25 professional years, he has covered a wide variety of areas in real estate - investment, project development, building planning, building ownership, management, consulting - and with this background has a comprehensive understanding of real estate and management.  He has been COO of the Cresco Capital Group since 2019 and Managing Director of Cresco Immobilien Verwaltungs GmbH and STATION Berlin Event GmbH.

 

 

Daniel Ishikawa

Daniel Ishikawa is Managing Director of Furniture Leasing, a leading provider of furniture leasing solutions based in Frankfurt am Main. He graduated from the London School of Economics Master of Science with a Master of Science and the Waseda Business School in Tokyo with an MBA. He founded the FLC Furniture GmbH & Co. KG in 2011. Through both his company and his own travel activities, he knows the demands of an increasingly mobile and location-independent society very well.

Anja Müller

Anja Müller joined Aparthotels Adagio in January 2017 and headed the European Operations department. At the beginning of 2019 she was appointed Vice-COO Europe and Partners. She works at the company headquarters in Paris. Anja has more than 20 years of experience in top positions in the international hotel and tourism industry, whether in sales or as hotel manager. As Director Hotel Operations Europe she was jointly responsible for the European business of the InterContinental Hotels Group. Prior to that, she headed the Holiday Inn Open Lobby Program, which focused on brand management and marketing.

 

 

 

Kornell Otto

Kornell Otto graduated from the Bavaria Hotelberufsfachschule in Altötting and graduated with a Master of Business Administration from the FHNW in Brugg in 2016. He gained valuable professional experience in the F&B sector, including working at Hotel Adlon Kempinski in Berlin, The Dolder Grand in Zurich and as Director of F&B at Feinkost Käfer in Switzerland. He joined the SV Group in 2012 and has been Project Management Director in the Executive Board for 2 years. He heads the Design & Construction and Maintanance & Repair divisions. He is also project manager for the SV Hotel brand Stay KooooK and developed the product with his team.

Dr. Mathias Schönhaus

Mathias Schönhaus is a competent advisor in all matters of tax and accounting law in the Dusseldorf office of Hogan Lovells. He handles complex tax and accounting cases for his clients reliably and purposefully. He is a very experienced advisor in the real estate sector and supports a large number of investors in real estate transactions, in particular in the hotel sector as well as in project developments in the real estate and infrastructure sector. His dual qualification as a tax consultant and specialist lawyer for tax law allows him to take a holistic approach towards his clients' issues. 

Henning Weiß

25hours is supposed to grow. As Chief Product Officer, Henning Weiß is responsible for ensuring that the newly built hotels around the world have the individuality and spirit that is expected from 25hours. He deals with the technical challenges of building a hotel as well as with groundbreaking product developments that recharge the brand and make it ready for the future. Growing up in a hotel on the North Sea, Weiß completed his education in the small but fine Louis C. Jacob on Hamburg's Elbchaussee and came to 25hours after spending time in London and Berlin. In 2006 he took over the hotel management with the hotel openings in Frankfurt and was responsible for the opening of the 25hours Hotel HafenCity in 2011.

Photo: Stephan Lemke for 25hours Hotels

The SO!APART is meanwhile THE industry meeting in the German-speaking area. The decision makers of the segment meet there to network and international brands sound out the market. The conference program therefore not only addresses the most important topics of temporary living, but also provides many opportunities for interactive exchange.

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If there is a topic which might be interesting or something you would like to talk about or give a speech in terms of the SO!APART 2019, please let us know.

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