Destination Nation Market Insight

The serviced apartment sector across Europe, the Middle East and Africa (EMEA) continues to demonstrate strong resilience and growth, with rising average daily rates, increasing demand from international business travellers and a continued shift towards sustainable accommodation choices.

The latest Global Serviced Apartment Industry Report (GSAIR) EMEA 2026, produced by consultancy firm Ariosi in partnership with Travel Intelligence Network, provides valuable insight into the evolving serviced accommodation landscape.

Based on analysis of 1.5 million nights across 33,893 reservations globally over the past two years, the report highlights several key trends shaping corporate accommodation decisions in 2026:

• increasing accommodation costs across major business hubs;
• continued demand from UK and Asia-Pacific based travellers;
• sustainability becoming a key consideration for corporate buyers;
• significant future growth in extended-stay supply across Europe.

At Destination Nation, we see these trends reflecting wider changes within the corporate accommodation market, where companies are increasingly looking for flexible, cost-effective alternatives to traditional hotels while maintaining quality, consistency and compliance.

Global Serviced Apartment Rates Continue to Rise

Average daily rates (ADR) across the global serviced apartment market have increased in 2026, reaching £148 per night, compared with £145 in both 2024 and 2025.

While the overall increase may appear modest, the underlying market variation is significant. Major commercial centres continue to experience strong pricing pressure due to sustained corporate demand, limited premium accommodation supply and increasing operating costs.

Within the EMEA region, London remains the most expensive serviced apartment market, recording an average daily rate of £209 per night.

This places London £34 above Amsterdam, the next highest-priced European city analysed in the report.

For businesses managing relocation projects, consulting assignments, international deployments or extended corporate stays, this reinforces the importance of early planning and access to a broad supplier network.

At Destination Nation, we continue to see demand increase for alternative accommodation solutions that provide greater flexibility than traditional hotels, particularly for stays of one month or longer.

Sustainability Becomes a Key Corporate Accommodation Driver

One of the clearest trends highlighted by the report is the increasing importance of sustainability in corporate accommodation decisions.

The research found that:

• 76% of EMEA serviced apartment bookings were made at properties with a publicly stated sustainability commitment;
• 82% of APAC bookings were made with sustainability-focused properties;
• 62% of Americas bookings followed the same trend.

This reflects a wider shift among corporate travel managers, procurement teams and global mobility providers.

Sustainability is no longer viewed as an additional benefit. Increasingly, companies expect accommodation partners to demonstrate responsible operating practices, environmental awareness and transparent sustainability commitments.

For corporate clients, this means accommodation decisions are becoming more closely aligned with wider ESG objectives, including:

• reducing environmental impact;
• supporting responsible suppliers;
• improving reporting visibility;
• meeting internal sustainability targets.

Destination Nation continues to work with accommodation partners who can support these evolving corporate requirements while maintaining the service standards expected by global organisations.

UK and Singapore Continue to Drive International Demand

The report highlights the importance of key source markets driving serviced apartment demand.

Within EMEA:

• travellers based in the UK accounted for 66% of serviced apartment bookings.

Outside the EMEA region:

• Singapore-based travellers represented 32% of non-EMEA booking demand.

The strength of UK demand reflects London’s position as a major global business hub, while Singapore’s influence highlights the continued importance of Asia-Pacific business travel and regional mobility.

For accommodation providers and corporate housing companies, understanding where demand originates is increasingly important when planning inventory, pricing strategies and service delivery.

Extended Stay Supply Set for Continued Growth Across Europe

Looking ahead, the extended-stay sector is expected to see significant expansion, with approximately 16,500 additional rooms forecast to enter European markets over the next five years.

The UK is expected to represent approximately 30% of this new supply, followed by:

• Germany – 20%;
• Spain – 6%;
• France – 6%.

This growth reflects increasing recognition of the extended-stay model among both operators and corporate customers.

Serviced apartments provide businesses with a flexible solution for:

• employee relocations;
• project teams;
• temporary assignments;
• corporate housing;
• international mobility programmes;
• long-term business travel.

The continued expansion of supply should provide greater choice for businesses, although demand concentration in major cities is likely to continue influencing pricing.

Destination Nation View: What This Means for Corporate Accommodation Buyers

The 2026 GSAIR EMEA findings reinforce several important trends we are seeing across the corporate accommodation sector:

1. Planning ahead is becoming increasingly important

With rates rising in major business locations, companies benefit from securing accommodation early and working with partners who have broad market visibility.

2. Flexibility remains essential

Corporate travellers increasingly require accommodation solutions that can adapt to changing project timelines, relocation needs and business requirements.

3. Sustainability expectations are increasing

Businesses are looking beyond price and availability. Supplier credentials, environmental commitments and responsible operating practices are becoming important selection criteria.

4. Local expertise matters

While global data provides valuable market direction, successful accommodation programmes depend on understanding individual cities, neighbourhoods and supplier quality.