Luxe you can afford

Broadly, Asia-Pacific will see the highest rate increases compared with North America and Europe, according to American Express Global Business Travel Forecast 2014. But you don’t have to put your road-warriors in a hole. Raini Hamdi guides you to a string of new mid/upscale hotel brands that are hitting the region, many of them boasting MICE capabilities

Additional reporting by Mimi Hudoyo, Rohit Kaul and Rosa Ocampo



By
Parador Hotels & Resorts, Indonesia

Competitive set Other four-star brands with MICE facilities, such as Mercure, Santika Premier, Novotel, Aston and Harris Hotels
Rate Atria Hotel & Conference Gading Serpong, Tangerang (off Jakarta) from US$100
Why it is needed According to the Central Statistics Agency, Indonesians undertook about 236 million domestic trips in 2011 and this number will continue to rise with the promising middle-class market. The increasing number of budget airlines will certainly increase the number of domestic travellers in the country. Therefore, our future development focus will be on midscale brands such as Atria and our three-star Ara Hotels.
How it reinvents mid/upscale A conference hotel focusing on MICE. We accommodate individual business travellers’ needs by providing value such as free WiFi connection of up to 10 Mbps.
We aim to become a leading conference hotel in the region, and have dedicated staff to achieve this with a ‘warmth & comfort’ service philosophy.
How many in operation Four in Tangerang (off Jakarta), Magelang (Central Java) and Malang (East Java)
Expansion plans Five more hotels to open in stages up to 2019




A conference room at Avani Kalutara Sri Lanka

By Minor Hotel Group, Thailand
Competitive set Includes Aloft, Angsana, Pullman, Andaz and Hotel Indigo
Rate Lead in price in Sri Lanka tends to be about US$150++ and Vietnam US$100++
Why it is needed Launched in 2011 to complement the five-star Anantara brand. Avani offers relaxed comfort and contemporary style in city and resort locations to guests who value details that matter.
How it reinvents mid/upscale The name stems from the Sanskrit word, ‘earth’, which Avani expresses through a grounded personality and simple sense of style. Each resort exhibits a passion for design, an emphasis on tailoring details to deliver complete satisfaction, and service that is genuine and spontaneous.
How many in operation Three resorts, two in Sri Lanka and one in Vietnam
Expansion plans 2014 will see new additions to the brand in Malaysia (Sepang), Vietnam (Hai Phong), Thailand (rebranding of Amari Atrium Bangkok) and Seychelles Barbarons.
In the pipeline are Avani properties in Bali, Ambalangoda (Sri Lanka) and a second property in Bangkok. We expect to shortly make an announcement on developments on the African continent.
We plan to grow the brand across Asia, Africa and the Indian Ocean and in the Middle East.




Best Western Plus Grand Howard Bangkok ballroom

By Best Western International, US
Competitive set Novotel
Rate On average US$90
Why it is needed Best Western has traditionally offered customers hotels based on the core values of comfort, value for money and excellent service. But as we expand into new markets, especially in Asia and the Middle East, there is a need to cater for customers who want these qualities, but also that little extra. Best Western Plus offers more upscale amenities and facilities such as a fitness centre, business centre, spacious in-room work areas and a range of products tailored to the needs of each market.
How it reinvents mid/upscale
Many international hotel companies operating today start in the upscale sector, then try to expand into other segments. Best Western, on the other hand, has a proud 66-year history in the midscale segment and understands the needs of the everyday hotel customer.
How many in operation 11 in Asia and the Middle East, with just over 1,200 rooms. Thailand and India are our biggest markets for the brand (three hotels each); two in the Philippines and two in Saudi Arabia.
Expansion plans 10 more are set to open in Asia and the Middle East, adding a further 1,700 rooms. Indonesia and Malaysia will see three new Best Western Plus hotels. Firm plans for two hotels in Bangladesh.



A current Country Comfort: The brand will have a refreshed identity and look

By SilverNeedle Hospitality, Singapore
Competitive set Best Western Plus, Country Inn & Suites, Hampton Inn, Holiday Inn Express, Premier Inn, Travelodge (Australia), Wyndham Garden Hotel
Rate A$100 (US$89) to A$150 in Australia and New Zealand under the existing brand
Why it is needed Country Comfort, a well-known  brand in Australia and New Zealand, was recently rebranded and updated with a fresh identity and look. The 28-year-old brand will spearhead new franchising business in its existing ANZ markets and the broader Asia-Pacific region. The target market comprises travelling sales people, small business owners and mid-level managers that spend more than half their time on business on a limited per diem budget. The refreshed brand promises convenience, quality and value.
How it reinvents mid/upscale By delivering what road warriors need the most and removing what they don’t, so they avoid unnecessary expenses. Guests will enjoy an excellent stay, including the best-in-category sleep experience with superior amenities including a high-quality bed, an invigorating shower experience and a nutritious breakfast. Apart from competitive rates, a Fair Value Promise includes free WiFi, local calls and mini-bar items priced 30 per cent above local convenience stores. Laundry and dry cleaning will also be just 20 per cent above street pricing.
How many in operation None under the refreshed Country Comfort brand; 23 under the existing brand
Expansion plans Actively pursuing opportunities to manage, lease or franchise Country Comfort in South-east Asia, North Asia, South Asia and Australia/New Zealand.




Next Brisbane, exterior shot

By SilverNeedle Hospitality, Singapore
Competitive set Aloft, Crowne Plaza, East, Pan Pacific, Radisson Blu, Traders
Rate From A$230 (US$205) at Next Hotel Brisbane
Why it is needed Next Hotels is a game-changing concept created specifically for the modern business traveller. Guests demand full control over their time, particularly when they are travelling in unfamiliar cities, often on a budget and busy schedules. At Next Hotels, that control rests with guests as cutting-edge technology puts them in charge of everything they do, from reservations to check out. Using the Next Hotels mobile app, guests can check in before arriving through an encrypted code and access their rooms, bypassing the reception desk.
How it reinvents mid/upscale By committing fully to the core concept of having services work according to the guests’ wants, needs and more importantly, schedule. Along with the technology aforementioned, Next Hotels will also feature smart spaces and intuitive service. The Club Lounge, another innovation, is an exclusive space designed to work around each guest’s schedule. It features the ‘in transit zone’ comprising full shower facilities, luggage storage lockers and recliners.  Guests can relax during early check in, use free WiFi, or freshen up for late flights after check-out without disrupting their plans.
How many in operation The first Next will open in Brisbane in mid-2014
Expansion plans The second will be in Colombo in a mixed-use that includes a lifestyle mall and high-rise residential tower.
We have an aggressive expansion plan for the next five years.




Grand ballroom of Dorsett Grand Chengdu

By Dorsett Hospitality International, Hong Kong
Competitive set Dorsett: Novotel, Traders; Silka: Ibis
Rate Dorsett’s ADR Jan-Nov 2013: HK$900 (US$116); Silka HK$600
Why it is needed The market is dominated by international hotel chains from outside Asia and this is where we make a difference. Being a true Asian-based company, we have a better understanding of the needs of our Asian travellers, in particular, with regards to hospitality and service.
How it reinvents mid/upscale Dorsett are contemporary midscale hotels in carefully chosen urban locations, providing business and leisure travellers with instant, easy access to city centres and business centres. Anchored in Asian traditions of hospitality with flashes of eclectic British touches, these hotels are energetic, innovative, dynamic destinations designed to create a more energised business and leisure travel experience.
Silka Hotels Designed with the value-savvy and smart traveller in mind, Silka Hotels offer the best in convenience and comfort, providing hassle-free hospitality essentials.
Quick, easy and efficient, Silka targets customers who are looking for the basics done right, with great service and value.
How many in operation Seven Dorsett hotels (two in China,  three Hong Kong and one each in Singapore and Malaysia)
Five Silka Hotels (three in Hong Kong and two in Malaysia)
Expansion plans Eight Dorsett and one Silka are in the pipeline. The group has a strong appetite to grow all its brands, which also include Dorsett Grand and d.Collection, in South-east Asia, Australia, UK/continental Europe.




Eaton Hong Kong Diamond Ballroom

By Langham Hospitality Group, Hong Kong
Competitive set Our aspirational competitive set (based on design) includes Ace Hotel, Nolitan, Casa Camper and Mama Shelter.  Actual depends on location
Rate From US$150
Why it is needed Eaton hotels are for the cosmopolitan, adventurous, culturally-savvy traveller interested in a lifestyle, fun and affordable stay. This brand bridges the gap between a four-star and five-star. We understand that different travellers have different needs. So we came up with options like the Smart Room and Family Room, in addition to conventional rooms and suites, all within a reasonable price range and done with great style and design, together with great service and eco-chic hospitality solutions.
Eaton hotels are located in the heart of the city and local experiences such as local tours to the nearby tourist spots and daily tai-chi classes.
How it reinvents mid/upscale ‘Cool living’ with style and sustainability is what Eaton is about. Guests get great value in well-designed, functional rooms with all the essentials, and honest, reliable, dynamic service.  Our Social Hub brings people together to work and play. Eaton’s Affordable Art programme is our way to help new artists to showcase their art using our public spaces as an open gallery. There is a trendy bar with fantastic cocktails and remarkable DJs.
How many in operation Five (Hong Kong, Toronto, New Delhi and two in Shanghai)
Expansion plans We are looking at expanding and increasing our Eaton hotel footprint globally at the right location, with the right partner and opportunity.




Leisure Inn Grand Chanakya, lobby

By StayWell Hospitality Group, Australia
Competitive set Includes brands like Country Inns & Suites by Carlson
Rate US$48-US$80 in the Indian market
Why it is needed There is a growing middle class in the country that is looking for quality world-class budget accommodation. We believe that even corporate travellers would prefer to stay in a product like ours that offers all the services at a competitive price.
Our product is fresh and young with a focus on F&B. The existing hotels in this segment in India don’t focus on F&B. We will have speciality restaurants in all of our Leisure Inn properties in India.
How it reinvents mid/upscale We emphasise on location, extensive facilities, well-appointed rooms and international standard services, which properties operating in this bracket don’t offer.
In our properties a guest will get facilities like 24-hour service, multiple restaurants, coffee shop and banquet space, which are generally expected in a four or five star property. Even though we have international expertise, we focus on local experience. So in our properties, local people are hired to run the hotel, as they understand the needs of that particular market.
How many in operation One in Jaipur, Rajasthan
Expansion plans The group is looking to open Leisure Inn properties in cities like Hyderabad, Greater Noida, Raipur, Chennai, New Delhi, Thane and Bengaluru in 2014. Internationally, the group has a target of more than 100 hotels within the next three years across Australia, South-east Asia, India, China and Europe.




Oasia Hotel and Residences, lobby

By Far East Hospitality, Singapore
Competitive set In Singapore, Sheraton Towers and Royal Plaza on Scotts
Rate From S$200++ (US$158++)
Why it is needed Oasia is our differentiated offer to business travellers who desire comfort without excess, aesthetics without ostentation, attention without pretension, relevance with elegance. We take into consideration business travellers’ focus on their work and ensure every component of our service and design complements their mission.
Rooms at 25m² are modestly sized and designed to optimise comfort whether they choose to work or rest. The hotel’s unique club lounge that extends into a lap pool also provides another option for them to unwind after a hectic day.
How it reinvents mid/upscale We bring first-class experience to this segment but still maintain exceptionally reasonable prices for our guests. The high standards of guest experience that we provide are possible because we constantly reinvent the benchmarks that are typically associated with hotels under this category.
We believe in adopting efficient designs and deployment of manpower, and this allows our guests to enjoy benefits that rival those of luxury hotels. This includes Oasia’s central location, comfortable rooms, well-equipped gym, unique club lounge and easy access to other facilities in a mall connected to the hotel.
How many in operation One in Singapore
Expansion plans Three planned




A ‘Talk’ U-shaped meeting room at Ozo Hong Kong

By Onyx Hospitality Group, Thailand
Competitive set Includes Ibis, Ramada Encore, Park Inn, Marriott Courtyard, Centra Hotels and Resorts
Rate The lead-in rate for Ozo Wesley Hong Kong is HK$1,300 (US$170). In Ozo Samui, launching early this year, it will be from 3,000 baht (US$91)
Why it is needed Guests are becoming more savvy and are looking for quality services, connectivity and comfort at a reasonable price. We recognise that this segment is becoming increasingly popular, especially as both business and leisure travellers are looking to reduce costs and maximise their value for money. Ozo is a refreshing alternative to other select service brands. There is no compromise on the quality of product, from the comfortable bed, to bathroom amenities, technology and connectivity.
How it reinvents mid/upscale
Ozo aims to surprise guests with the room product and service culture. Staff are trained to offer useful and intuitive assistance on the local area; in fact, each has his own specialist subject. Ozo understands that today’s traveller is short on time, so the rooms are cleverly designed, making sure no time is wasted looking for switches or trying to figure out the shower. Even checking in is fast and paperless via a tablet.
How many in operation The first Ozo in Hong Kong opened in May 2013
Expansion plans Six under development, two due to open this quarter in Colombo and Koh Samui. They will be joined by Ozo hotels in Pattaya, Kandy, Galle and Penang soon after.



By Carlson Rezidor Hotel Group, US
Competitive set International midscale brands
Rate US$80-US$120
Why it is needed The emergence of the middle class in India, China, the Philippines and Indonesia, together with the increase in infrastructure investment, will spur not only domestic travel but an increase in travel within Asia-Pacific. This will result in a growing requirement for midscale hotels in key locations, especially in tier II cities that can meet the demands of these new savvy travellers. These travellers seek consistently clean, friendly and affordable accommodation when they travel for business or leisure.
How it reinvents mid/upscale
The midscale brand is friendly, fresh, vibrant and uncomplicated with a 26-year track record of delivering a quality guest experience. Newly launched in Asia-Pacific, the new generation Park Inn by Radisson focuses on providing the modern essentials that resonate with today’s business and leisure travellers.
Park Inn by Radisson delivers a great night’s sleep in a flexible and connected room. The hotel’s lively, colourful design will appeal to Gen Y traveller while its ‘Adding Colours to Life’ philosophy enables the brand to deliver a quality experience that takes into account local cultures and preferences. Its restaurant and bar and meeting and leisure facilities are deliberately geared at the traveller of tomorrow. Guests enjoy free Internet access.
How many in operation 128 globally, four in Asia-Pacific
Expansion plans Globally there are 67 hotels in the pipeline, seven scheduled to open in Asia- Pacific.




Pentahotel Shanghai studio 1

By Rosewood Hotel Group, Hong Kong
Competitive set Aloft, Hotel Indigo, and Ace Hotel internationally
Rate In Hong Kong, over US$100; in Shanghai, US$75-US$100
Why it is needed Pentahotels guests are road warriors, local digital nomads and independent-minded travellers who are looking for affordable yet stylish accommodation, with add-ons like free Wi-Fi, plus a cool communal space where they can relax during downtime. Pentahotels’ mix of fun with functionality, comfort with creativity and style with simplicity, has established its appeal in Europe and is set to take off in Asia among travellers with the same mind set and needs.  It’s a ‘neighbourhood lifestyle’ approach, with a cool, hip vibe.
How it reinvents mid/upscale
Pentahotels pushes the design envelope in a direction that’s not typically taken in Asia.  The signature Pentalounge – an upbeat combination reception, lobby, bar and café – is a new ‘third place’, an extension of one’s lifestyle and a gathering place for both guests and neighbours. The hotel eliminates unnecessary frills in favour of fuss-free efficiency and uncomplicated comfort, while New York loft-style guestrooms, contemporary rustic décor, quirky, local cultural references, and fun and friendly service create a singular hospitality experience.
How many in operation 18 (three in Greater China – Hong Kong, Beijing, Shanghai; 11 in Germany, one in Austria, two in the UK and one in the Czech Republic
Expansion plans Announced projects include three hotels in China, four hotels in the UK and five hotels in Belgium, with a target of 80 Pentahotels in operation or under development by 2020.




Seda Bonifacio Global City E-lounge

By Ayala Land Hotels and Resorts, Philippines
Competitive set Undisclosed
Rate Examples, Seda Fort Bonifacio Global City, from 6,000 pesos+++ (US$135+++); Seda Abreeza in Davao City, from 4,200 pesos+++
Why it is needed There is a tremendous opportunity in the country’s flourishing foreign and domestic tourism industry. Our Seda hotel line is well-positioned to capture more than its fair share across various regions with our superior product and strategic location within Ayala Land’s mixed developments.
How it reinvents mid/upscale
Seda offers a new concept in hospitality: urban lifestyle hotel. It offers a fluid hospitality experience with modern accommodation, state-of-the-art technology and exceptional service – all supporting the excellent value-for-money proposition.
Seda is Filipino for ‘silk’, a distinct fabric that represents the brand’s commitment to providing a seamless accommodation experience. As each Seda hotel is easily accessible to an Ayala mall and office spaces, it offers the convenience and security of a high-energy, central location, combined with warm, efficient service and global best practices. It is designed as an ideal environment where relaxation, play and work can mix.
How many in operation Three, in Metro Manila, Cagayan de Oro City and Davao City. Seda Nuvali Laguna will open in the first quarter
Expansion plans In development are Seda Vertis, Quezon City and Seda Circuit, Makati, both targeted to open within the next two to three years.
Further expansion is in the works as Seda hotels are intended to be an integral part of Ayala Land’s mixed-use development projects in key cities of the Philippines.

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