Why Serviced Accommodation Owners Should Collaborate — And How It Benefits Everyone

In the competitive world of serviced accommodation, collaboration is often overlooked in favour of competition. But as the market evolves, savvy operators are discovering that working together can create far greater value than doing it alone. Whether you’re a new host with a few units or a seasoned operator managing multiple properties, partnering with fellow serviced accommodation (SA) owners can unlock new growth opportunities, streamline operations, and elevate guest experiences.

Here’s why collaboration among serviced accommodation owners is not just a smart idea — it’s becoming essential.

1. Maximising Occupancy Through Referrals

One of the simplest and most immediate benefits of collaboration is guest referrals. During busy seasons, when you’re fully booked, instead of turning guests away, you can refer them to a trusted fellow operator. Not only does this help the guest (who may remember the smooth experience), but it also builds goodwill with your peer, who will likely return the favour when the tables turn.

Over time, this network of mutual support can significantly reduce lost booking opportunities and increase your revenue.

2. Pooling Resources to Cut Costs

Many SA owners face similar challenges — from cleaning and maintenance to guest communication systems and booking platforms. By collaborating, owners can pool resources to:

• Share professional cleaning or linen services
• Negotiate better deals with suppliers (bulk buying)
• Share virtual assistants or guest communication tools
• Co-host events or local partnerships with restaurants and tour operators

This kind of synergy not only cuts costs but also increases operational efficiency.

3. Joint Marketing and Promotions

Marketing can be expensive and time-consuming, especially if you’re doing it alone. But imagine the impact of a group of SA owners promoting each other’s properties across social media, websites, and email newsletters.

Examples of joint marketing include:

• Cross-promoting properties in different regions for guests looking to travel across the country.
• Collaborating on seasonal campaigns (e.g., “Winter Stays in the Midlands” featuring properties from various owners).
• Running a collective Instagram or YouTube channel showcasing the best serviced apartments in your area.

Together, you can reach a larger audience and amplify your online presence.

4. Learning and Support Network

The SA business is constantly evolving, with new regulations, tech tools, and guest expectations emerging all the time. By building a network of like-minded property owners, you create a knowledge-sharing hub. Owners can:

• Share industry updates and compliance tips
• Recommend tools and automation systems
• Offer emotional and practical support during tough periods

This kind of collaboration helps everyone grow faster and avoid common pitfalls.

5. Creating a Multi-Location Experience for Guests

If you collaborate with owners in other cities or regions, you can offer your guests more value. For instance, if someone is staying at your apartment in Manchester and heading to Birmingham next, you can recommend (and even bundle) a stay at a partner’s serviced accommodation.

It’s a win-win:

• Guests get a seamless experience across locations.
• You and your collaborator both benefit from extended guest stays and increased bookings.

6. Positioning Yourselves Against Larger Competitors

Big hotel chains and corporate serviced apartment brands often dominate the market thanks to their large networks and consistent guest experience. By collaborating, independent SA owners can create a similar sense of consistency and reliability — but with the added charm of personal service and unique spaces.

This kind of unity can help level the playing field and make small operators more competitive.

How to Start Collaborating

If you’re interested in forming partnerships with other SA owners, here are some practical steps to get started:

• Join Local or Online SA Groups: Facebook, LinkedIn, and WhatsApp groups are great starting points.
• Attend Networking Events: Property meetups or short-term rental conferences are full of like-minded professionals.
• Be Transparent and Trustworthy: Start with simple, low-risk collaborations like referrals before moving into more involved partnerships.
• Create Formal Agreements: For anything involving money, services, or co-marketing, make sure you document agreements clearly to avoid misunderstandings.

Final Thoughts

The future of serviced accommodation is not just about better properties — it’s about smarter business strategies. And collaboration is one of the smartest moves an SA owner can make today. By working together, owners can thrive in a challenging market, deliver better experiences to guests, and build sustainable, resilient businesses.

So, instead of viewing your fellow SA owners as competitors, think of them as potential allies. In this industry, community is power.