User:Steveduggan/sandbox

City Edge Apartment Hotels
Type				Private Company

Headquarters:  Melbourne, Australia

Area served:   Australia

Key people:    Peter Cushen (Chief Executive Officer),Irena Cushen (Managing Director)

Services:      3.5 to 4 star apartment accommodation

Website:       cityedge.com.au

About
City Edge Apartment Hotels offer 3.5 to 4 star apartment accommodation to the independent, informed traveller. City Edge’s primary source of business is via online bookings – the fastest growing source of accommodation bookings across the globe.

The City Edge brand has historically attracted value conscious business travellers who make up around 40% of all customers. By virtue of the apartment model, City Edge has also proven to be popular with travelling groups, families and longer stays.

City Edge’s professionally managed apartment product consists of:


 * Studio, 1 and 2 bedroom apartments


 * Most with separate sleeping and living areas


 * Most with kitchens/kitchenettes and food preparation areas


 * Self-service laundry facilities provided either in- apartment or within the Strategic locations


 * Weekly room servicing


 * WiFi

History
The City Edge brand has been in operation since 1995 and was acquired by Peter and Irena Cushen in 2006.

Prior to acquiring City Edge, Peter and Irena owned and operated the Treasury Motor Lodge in East Melbourne, which has since been rebranded to City Edge Treasury.

In addition to this, Peter and Irena have successfully grown the portfolio through the following acquisitions:


 * City Edge on Elizabeth in 2009


 * City Edge North Melbourne in 2010

Effectively, growing the number of apartments on offer from the original 19 to over 180 apartments as at November 2012.

Product Attributes
The following attributes are regularly associated with the City Edge business:


 * Apartment Style Accommodation


 * Easy Payment Gateway


 * Worry Free Check In And Check Out


 * Ability To Handle Group Bookings


 * Value For Money


 * Variety Of Apartment Styles And Cost


 * Range Of Bedding Configurations


 * Discounts For Longer Stays


 * Renowned Friendly Service


 * Secure On-Line Booking


 * Self Catering Option


 * Owner Runs The Business


 * Active Environmental Policy


 * Desirable Locations


 * Proximity To Major Attractions


 * All Buildings Have Security Entry


 * Ease Of Return Bookings For Guests


 * Australian Owned And Operated


 * Catering To Specific Customer Needs


 * Cleanliness


 * Internet Facilities


 * 3rd party booking agents available


 * Late Check Out Options


 * Favourable Cancellation Policy


 * Tariffs - No Extra Booking Fees (Hidden Charges)

Franchising Program
For the first time in 18 years, City Edge Apartment Hotels are offering a limited number of franchise opportunities to approved applicants.


 * A City Edge franchise business is designed to provide motivated owner operators with:


 * Better financial returns as franchisees will be operating a highly efficient, low cost model with most of the wasteful aspects of accommodation businesses eliminated.


 * A highly competitive pricing structure which is often 30% lower than competitors


 * A strong online presence – City Edge often outperform most competitors in Search Engine Optimisation


 * All the processes and systems a franchisee needs to efficiently operate their property


 * A strong customer focus with value for money at the forefront


 * A strong corporate culture with the following core values


 * Ongoing stakeholder relationships


 * Customer loyalty


 * Rewarding guest experiences


 * Efficient business practices

Currently, the portfolio of City Edge properties are Melbourne based and company owned. However, over the next five years, the group plans to grow via franchising, to 25 properties across Australia.

The locations will be primarily in CBD (and CBD fringe) locations in Melbourne, Sydney, Brisbane and Adelaide.

The ideal City Edge franchisee is a “hands on” motivated individual (or couple) who aspires to own and operate efficient, effective and profitable accommodation businesses. They will be committed to delivering a pleasurable and rewarding accommodation experience leading to the development of loyalty, referral and repeat business for the City Edge brand.

Brand Positioning Statement
“City Edge is known for its friendly, efficient and reliable apartment accommodation solutions in servicing the needs of informed and value conscious travellers for nearly two decades”

Brand Essence
“Quality Apartment Accommodation for the informed traveller at the right price”