Features

Asian Hotel brands: Regional Players 4

31 Aug 2013 by Clement Huang
Berjaya Hotels & Resorts WHO ARE THEY? Berjaya Hotels & Resorts (Berjaya) is a member of the publicly listed Malaysian conglomerate, Berjaya Corporate Group of Companies. The group manages 10 hotels in Malaysia, across Asia-Pacific and the UK. Its developments also extend beyond that of hotels and resorts, with the group owning and operating a commercial airline, serviced suites and several golf and country clubs in Malaysia. Berjaya Langkawi Resort WHERE ARE THEY? While primarily based in Malaysia where it has four establishments, the group has gained international exposure through its properties in Singapore, the Philippines, Seychelles, Sri Lanka and London. Berjaya also owns two properties under its “Luxury Collection”  – The Chateu Spa & Organic Wellness Resort, as well as The Taaras Beach & Spa Resort, both located in Malaysia. “These are small, independently branded properties which we have been operating, [through which] we saw potential to break into the luxury segment,” said Leong Wy Joon, executive director of Berjaya Hotels & Resorts. WHAT ARE THEY LIKE? Although the group boasts modern and trendy interior design and décor, the style seems rather classic. This serves to fulfil Berjaya’s aim of creating functional and practical living spaces, as the simple layouts make the rooms appear more open and comfortable. The group operates four hotels in Malaysia, in the capital Kuala Lumpur (KL), Johor Bahru (JB), Langkawi and Tioman. Of the four, KL and JB are the country’s most developed financial centres, and are popular with business travellers. Whilst both hotels have their own unique character, the feeling you experience in both is distinctive to Banjaya’s hotels. Simple wood furniture is present throughout the rooms, creating an early colonial and Victorian-style texture to the rooms. This is even more pronounced in the Berjaya Eden Park London Hotel, which features antique furniture and seven floors of Victorian architecture. ARE THEY FOR BUSINESS TRAVELLERS? Many of the group’s hotels offer complimentary wifi. Properties situated in capital cities or financial hubs typically feature business centres offering everything from printing and internet capabilities to secretarial services such as mail delivery and organisation of data. Hotels with these include Kuala Lumpur and Johor Bahru in Malaysia, Manila in the Philippines and London in the UK. An exception is the Singapore property, which is one of the group’s smaller establishments. The Kuala Lumpur hotel (Berjaya Times Square Hotel, Kuala Lumpur) provides easy access to the city’s monorail service. Likewise its hotel in Johor Bahru is placed near the JB checkpoint, allowing for an easy commute to Singapore. It is also just a five-minute walk away from JB Central Business District. Club floors are available at the KL and JB hotels, the latter’s located on level 16. It consists of a lounge, dining area and boardroom. IS THERE A LOYALTY SCHEME? Berjaya has a loyalty programme called B Elite, but it is only applicable in the group’s Malaysian properties. Members are able to earn points with every ringgit spent at Berjaya. Berjaya and B Card participating outlets offer a range of rewards for redemption. B Elite also entitles members to discount privileges at F&B outlets and spas at the Berjaya hotels in KL, JB, Tioman and Langkawi. THE GOOD NEWS: The group’s hotels are typically simple and sparsely furnished. However, this “less is more” philosophy is not necessarily a negative thing, as rooms are comfortable and pleasing. The simple elegance carries through almost everything. The Pool Deck at Bajaya Colombo in Sri Lanka perfectly embodies this. THE NOT-SO-GOOD NEWS: The JB and KL hotels are the only two in the group that offer a club lounge. FUTURE PLANS: According to Leong: “With the exception of London, we would like to concentrate on the Asia-Pacific region and grow the brand in countries where we already have a presence. In line with this, we are looking at the Philippines, Sri Lanka and Vietnam. Malaysia remains our stronghold and we are always on the lookout for opportunities to expand the brand in our home base.” www.berjayahotel.com Dorsett Hospitality International WHO ARE THEY? Based primarily in Hong Kong, Dorsett Hospitality International (Dorsett) was established in 2007, and currently operates 19 hotels in Hong Kong, China, Malaysia and Singapore. The group has six hotels in the pipeline, and will be expanding to the UK soon. Dorsett’s business model is focused on serving the three- to four-star hotel segment in Asia, and aims to attract Chinese travellers who go overseas. In keeping with this “Chinese wallet” strategy, the group has continually expanded its presence in key Asian countries, and will enter the UK market, which the group believes attracts an unprecedented number of Chinese travellers every year. Dorsett Shepherd’s Bush, London is scheduled to open its doors in 2014, whilst Dorsett City Hotel, London is under development. WHERE ARE THEY? Listed on the Hong Kong Stock Exchange, the group maintains its base operations there where it has 10 properties, with another one (Silka Tsuen Wan, Hong Kong) in the pipeline. Dorsett also operates five hotels in Malaysia, three in China, and one Singapore property. Dorsett Grand Suban WHAT ARE THEY LIKE?The group manages three hotel brands, Dorsett Hotels & Resorts; D Collection; and Silka Hotels. Dorsett Hotels & Resorts makes up the majority of the group’s portfolio, with 11 establishments in operation. The group has four hotels under the brand still in development, including the two UK properties, as well as in Zhuji and Zhongshan in China. The D Collection hotels on the other hand are entirely based in Hong Kong. The brand comprises three boutique hotels chosen for their close proximity to Hong Kong’s dining, shopping and entertainment hubs. Finally, Silka Hotels is the group’s value hotel brand. Operating in Hong Kong and Malaysia, it offers a balance between convenience and comfort along with more attractive rates for the price-conscious traveller. The Dorsett brand features a mix of upscale and mid-scale hotels. The former are designated as Dorsett Grand, and there are currently three such hotels (ironically, none in Hong Kong) – Dorsett Grand Chengdu, Dorsett Grand Labuan and Dorsett Grand Subang in Malaysia. The latter clearly shows the brand’s luxury intentions. Dorsett Grand Subang is located at the heart of Subang Jaya and is roughly 20 km from central  KL. Whilst the group does operate a Dorsett hotel in KL, Dorsett Grand Subang remains the only upscale group establishment near the Malaysian capital, and is thus an attractive option. The 478 rooms are stylishly designed and come with modern comforts and a range of amenities and facilities (eg satellite TV, high-speed internet and voicemail service). The interior is tastefully done, with rooms offering a bright and comfortable atmosphere. The furniture is modern, with light coloured walls and tables blending well with the bright surroundings, and varnished wood surfaces, giving the room a stylish feel. In addition, the hotel also offers “business traveller friendly” features and services, such as a designated workspace, club lounge, laundry and shoeshine service, and 24-hour room service. ARE THEY FOR BUSINESS TRAVELLERS? The business-traveller-oriented services vary between the brands. Silka hotels, for example, do not provide such facilities due to their role as Dorsett’s value brand. Services that cater for business travellers are mainly offered by the group’s namesake brand. Location does also play a part, as the hotels situated near financial districts typically provide more services for business travellers. Dorsett and Dorsett Grand properties offer recreational facilities such as fitness centres, pools and extensive room services. The only difference between the two brands is the addition of club floors in the Dorsett Grand hotels. Most hotels include 24-hour room service and high-speed internet. IS THERE A LOYALTY SCHEME? No. THE GOOD NEWS: The group is aiming to create a group-wide standard to provide free wifi to all guests, which is already in place in many establishments. In addition to the many online promotions available, a night at the Dorsett Grand Chengdu can cost as little as RMB591 (US$96). The Silka Hotels brand provides even greater value with Silka Johor Bahru costing just RM 125 (USD 39) per night for a deluxe room. Whilst the hotels based in Hong Kong are a touch pricier, the group still offers excellent value. THE NOT-SO-GOOD NEWS: The lack of a group-wide loyalty scheme is a setback, but the group is looking to implement one soon. Some of its hotels do have their own "Bookers’ Club" and loyalty programmes that are very F&B focused. The group also has a “Stay, Shop and Save” programme for Silka Hotels, which offers guests privileges and discounts with participating merchants by showing their room key. FUTURE PLANS: Dorsett’s portfolio has almost tripled since 2006, and the group plans to continue its aggressive expansion with six more hotels. Dorsett Tsuen Wan, Hong Kong and Dorsett Shepherds Bush, London will open in 2014, whilst Dorsett Zhongshan and Dorsett Grand Zhuji will commence operations in 2015. Finally, the group is looking to begin the services of Silka Tsuen Wan, Hong Kong and Dorsett City, London in 2016. www.dorsett.com The Oberoi Group WHO ARE THEY? The foundation of The Oberoi Group (Oberoi) can be traced back to 1934, when Mohan Singh Oberoi bought two properties from an Englishman. Over the following years, Oberoi and his two sons continued the expansion both locally and abroad. Today, Oberoi operates 30 hotels across six countries under the luxury ”Oberoi”  and five-star ”Trident”  brand. In particular, the last two decades have seen the debut of many new Oberoi leisure hotels, including  The Oberoi Rajvilas, Jaipur; The Oberoi Amarvilas and The Oberoi, Sahl Hasheesh in Egypt. The Oberoi Udaivilas WHERE ARE THEY? Whilst primarily based in India, where it has 23 establishments alone, Oberoi maintains hotels in six countries, including Indonesia, Mauritius, Egypt, Saudi Arabia and Dubai, which opened in mid-2013. WHAT ARE THEY LIKE? Architecturally, many of the group’s hotels carry significant influences based on the culture of the destination. The Oberoi, Bali for example features rattan structures, giving them a heavy “kampong-like” rustic look. The hotel combines this with contemporary amenities and facilities including satellite flatscreen TV, wifi and iPod docking station. The group’s newest addition is The Oberoi, Dubai which opened in June. Nestled within The Oberoi Centre – a commercial complex with an office tower – the hotel features a modern look that embodies height, light and space. Located minutes from the Dubai International Financial Centre, commuting from the hotel is convenient. It contains 252 guestrooms and suites, all with floor-to-ceiling windows that offer cityscape views. The hotel’s facilities include extensive spa programmes, an outdoor infinity swimming pool, a fitness centre with yoga lessons every morning, multiple meeting rooms, and a business centre. Arguably, the standout of Oberoi’s establishments is The Oberoi Udaivilas in India. Resembling a traditional Indian palace, the hotel features the iconic dome architecture associated with Indian palaces. This blends with the rich heritage influences of the Mewar region of Rajasthan: intricate courtyards, fountains, reflection pools and verdant gardens. One of the key features in many of the rooms is semi-private and private pools. These are not reserved only for the priciest of suites, but are present in many of the hotel’s premier rooms as well. ARE THEY FOR BUSINESS TRAVELLERS? The group’s growing portfolio consists of hotels situated in business cities (eg New Delhi, Mumbai and Dubai), as well as popular holiday destinations such as Bali, Mauritius and Shimla in the Himalayas. The group has nine hotels under their five-star “Trident” brand, which are luxury business hotels. The two Trident Mumbai hotels feature club floors with express check-in and check-out as well as exclusive buffet breakfast, high tea and complimentary cocktail hours. Hotels in capital cities are almost always near the central business districts, making them attractive for business travellers. Another significant benefit is the extensive number of meeting and conference rooms available in almost every Oberoi. They are always equipped with communication systems for conference calls, along with presentation facilities. IS THERE A LOYALTY SCHEME? Regrettably, there isn’t a loyalty programme for Oberoi properties. However, the group does maintain a programme for the Trident brand called Trident Privilege. There are three tiers to the programme – Red, Gold and Platinum, each entitling members to varying levels of privileges. Points are earned for every eligible Rs100 (US$1.6) spent at any Trident Hotel, and can be redeemed for benefits such as free room nights, spa vouchers and other offers at participating Trident hotels. THE GOOD NEWS: The group offers a wide range of hotels for both business and leisure travellers. Hotel types are clearly defined and offer quality facilities and services for specific clientele. The Trident brand is particularly attractive for business travellers, as many of the hotels offer club lounge facilities with a full array of tailored services. THE NOT-SO-GOOD NEWS: The lack of a loyalty programme for the Oberoi Hotels & Resorts brand is a disappointment, especially as this is making it harder for the group to build a loyal clientele. FUTURE PLANS: The group will be launching the Trident, Hyderabad in August 2013. The new addition will increase the number of Trident properties to 10. www.oberoihotels.com
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