Customers might be surprised to see two Ascott service apartments in the southern city of Guangzhou because of the company's unwritten rule to have only one residence under its flagship brand in each city.

But the company is making exceptions in China due to the nation's ballooning demand for high-end service apartments. It has opened two in Beijing, and now it is opening Guangzhou's second in the city's International Financial Center in September to supplement the existing apartment built in 2007.

"We believe the market is large enough to accommodate two Ascott largely because foreign businesses are flourishing here in the city," said Toh Poh Joo, area general manager of South China at The Ascott Limited.

Unlike hotels, which depend largely on tourism, the target customers of service apartments are those looking for long-term accommodations, so the market demand has a direct correlation with foreign investment in China, Toh said.

He said foreigners still account for the majority of Ascott's customers in the southern region, though the number of domestic guests has been increasing.

Toh noted the company plans to strengthen its presence in the overall South China market by adding more residences in the next three years in addition to the seven operating properties it has in the region to date.

"There are six new upcoming projects in Foshan, Macao, Shenzhen, Wuhan, Xiamen and Hong Kong, with more in the pipeline," he said, adding that the company is also considering opening properties under its two other sub-brands, Somerset and Citadines, in Guangzhou.

Currently, South China accounts for about 25 percent of Ascott's total apartment sets in the nation, and the ratio is expected to increase to 30 or 35 percent in the next year or two, the biggest among all regional markets in the country, Toh said.

Joining Ascott in 2008, Toh, a native of Singapore, started as a senior business development manager responsible for securing management contracts. Later he was transferred to operational positions as residence manager in different properties in Shanghai and Beijing, and is now in charge of the South China region.

Though his background is in engineering, Toh said he enjoys working in business development, which requires an analytical mind.

Toh led the Customer Centric Initiative in Ascott North Asia, a program that aims to enhance customer experience. He said that the team has developed several highlights to the Ascott experience to "wow our residents".

"Pleasant surprises don't have to be big things. It usually lies in small, simple details related to living habits," Toh said.

The company keeps records of guests who have stayed there before so that next time they stay in an Ascott apartment, the company can attend to all their needs without asking first, he explained.

"Our residents are our priority, and we hope that their stay in any Ascott residence is a memorable one," Toh said.

hantianyang@chinadaily.com.cn