For twenty-five years, Astra Apartments has specialised in long stays.
And perhaps that’s fitting.
Because Astra itself has become a long-stay success story.
Very few corporate accommodation brands in our sector can genuinely say they have supported corporate travellers, relocation providers and travel bookers throughout twenty-five years of change, disruption, growth and evolution.
When Astra Apartments opened its doors in 2001, serviced apartments were still a relatively niche concept. Today, extended-stay apartment accommodation is an established part of the corporate travel landscape, recognised by travel buyers, relocation providers and organisations around the world.
As Astra Apartments celebrates its 25th year, we’re reflecting on how a simple idea evolved into a trans-Tasman corporate accommodation network – and how the needs of corporate travellers and travel buyers have changed along the way.
The story began with a piece of toast.
The Toast That Started It All
Twenty-five years ago, founder Peter Davis was working in the internet industry when he asked a colleague – exhausted from weeks of corporate travel – how he was coping on the road.
The answer was surprisingly simple.
“All I want, is to be able to cook a piece of toast.”
At the time, corporate travellers undertaking longer assignments had limited accommodation options. Hotels worked well for short stays, but often became impractical when projects stretched into weeks or months. Traditional residential rentals offered more space and a greater sense of home, but their rigid lease terms were rarely compatible with the flexibility corporate travellers required.
That conversation sparked an idea for Peter.
What if there was a way to combine the comfort and convenience of residential apartment living with the flexibility of corporate accommodation?
Today, that concept feels obvious.
In 2001, it was anything but.
Before Corporate Apartment Accommodation Became Mainstream
On the back of this idea, Astra Apartments began in North Sydney with just two one-bedroom apartments.
Bookings were managed on graph paper. Marketing consisted of a small Yellow Pages advertisement. Business development involved Peter walking the streets of North Sydney introducing the concept directly to local companies.
Back then, many organisations simply defaulted to hotels when employees travelled for work.
The idea that a corporate traveller might prefer an apartment with a kitchen, laundry, separate living area and room to settle into a routine was still unfamiliar to many travel buyers.
Yet demand quickly emerged. Project teams, relocating employees and travelling executives were looking for something more practical than a hotel room and more flexible than a traditional lease.
What started as a niche accommodation solution was quietly solving a genuine problem.
Growing Up With An Industry
Looking back, it’s remarkable how much both the industry and traveller expectations have changed over 25 years.
When Astra Apartments began, corporate bookings were largely relationship-driven. Travel buyers relied heavily on phone calls, email and direct supplier relationships. A Yellow Pages advertisement was considered a sufficient marketing strategy.
Fast forward to today, accommodation is discovered, researched and booked through a complex ecosystem of online travel platforms (OTAs), global distribution systems (GDS), online booking tools (OBTs), guest reviews, digital marketing and increasingly, artificial intelligence (AI).
The corporate travel landscape has evolved too.
Over the past twenty-five years, managed travel programs have become more sophisticated, workforce mobility has increased and extended-stay accommodation has become a recognised category within corporate travel.
The industry has also experienced periods of profound disruption.
The Global Financial Crisis reshaped corporate spending. Airbnb challenged traditional accommodation models. COVID-19 brought global travel to a standstill. Regulatory changes altered the way residential accommodation could operate in many markets, while tightening rental markets made sourcing and retaining suitable apartment inventory increasingly complex.
Each of these events required resilience and adaptability.
Through it all, one thing became increasingly clear: business travellers wanted more flexibility, more space and accommodation that felt less temporary.
Over time, those preferences shifted from being niche considerations to mainstream expectations.
What Twenty-Five Years In The Corporate Accommodation Industry Has Taught Us
Twenty-five years in business gives you a unique perspective. If there’s one lesson we’ve learned, it’s that technology changes faster than people.
Booking systems have changed.
Distribution channels have changed.
But the underlying needs of people travelling for work have remained remarkably consistent.
After a long day, people still want comfort.
They still want convenience.
They still want somewhere they can relax, cook a meal, do their laundry and feel a little more at home.
We’ve also learned that relationships matter.
Accommodation operates around the clock. When plans change, flights are delayed or guests need support, responsiveness becomes critical. That’s one of the reasons Astra Apartments chose to grow the business through local ownership. Rather than becoming heavily centralised, the business expanded its footprint through a network of local operators with deep market knowledge and strong relationships within their communities.
Many of our guests and bookers still deal directly with people who have a personal stake in the success of the business. That’s something technology hasn’t replaced.
Looking Ahead
Today, Astra Apartments operates across 23 business districts throughout Australia and New Zealand, with more than 550 apartments supporting corporate travellers, relocation providers and travel management companies. Clients include many of Australia’s largest organisations, alongside government departments, embassies and multinational corporations.
To this day, the business remains privately owned and continues to be led by founder Peter Davis alongside Managing Director Duncan Adams and Chief Executive Tom Jeavons-Fellows.
That continuity extends throughout the broader business, with many operators and team members having been part of the network for more than a decade.
In an industry defined by disruption and change, longevity is something we’re proud of.
As workforce mobility, project-based travel and extended-stay accommodation continue to evolve, the future will undoubtedly bring new challenges and opportunities.
But while technology will continue to change, the original idea behind Astra Apartments remains surprisingly relevant.
People travelling for work still want comfort.
They still want flexibility.
They still want accommodation that feels a little more like home.
And sometimes, after a long day working, they simply want somewhere to cook a piece of toast.
