Eight new hotel and serviced apartment brands

23 Aug 2017 by Craig Bright

Oakwood Suites

First property Oakwood Suites La Maison Jakarta
When December, 2016
Where Jakarta

One of two new brands established by serviced residence provider Oakwood, the Oakwood Suites was the first to launch with its debut in Jakarta last December. Tailored towards senior executives in particular, the brand aims to differentiate itself primarily from a service perspective as opposed to purely hardware. According to vice president of operations Craig Bond, “residents can expect discreet service tailored to one’s lifestyle with a focus on subtlety”.

Oakwood Studios Singapore - studio (living room)

Oakwood Studios

First property Oakwood Studios Singapore
When March 2017
Where Singapore

Unlike its debut Oakwood Suites hotel that opened in Jakarta, Oakwood’s second new brand from the past year, Oakwood Studios, debuted in the same city as the company’s Asia-Pacific headquarters, Singapore. Also unlike the Oakwood Suites brand, Oakwood Studios focuses its attention more on modern and millennial travel, particularly from a hardware standpoint. Guests are actively encouraged to move furniture in their apartments around to suit their needs, for example, forming part of the brand’s mission statement to provide “a completely redefined serviced apartment experience”.

The Trademark Hotel Collection

The Trademark Collection

First property Various
When June, 2017
Where The US and Europe

Wyndham announced its entry to the independent hotel market with the unveiling of its The Trademark Collection in June, specifically targeting independent three- and four-star properties. Wyndham claimed the collection launched with “more than 50 hotels and interested owners of both existing hotels and new construction opportunities”, and at the time of writing the collection’s website lists properties in Austria, Germany, Switzerland and the US.

Wilde Aparthotels by Staycityimage,logolowres

Wilde Aparthotels by Staycity

First property Name TBC
When Autumn 2017
Where London

Irish author Oscar Wilde was the inspiration for this new hotel brand from Dublin-based aparthotel operator, Staycity. Launched just last month, the new line of hotels will begin with a new 106-room property on London’s strand, followed by Edinburgh, Manchester and Berlin. Key design features will include oak flooring, “local curiosities” and bespoke artwork commissioned by Wilde.


Tapestry Collection

First property Hotel Skyler Syracuse
When Q3 2017
Where New York

A series of independent hotels rather than a new brand, Hilton’s Tapestry Collection” is positioned as an upscale offering just beneath its existing Curio Collection. When it launched back in January, seven US-based hotels had signed letters of intent and a further 35 deals were in the process. At the time of writing, just one of these initial seven is currently listed on the Tapestry Collection’s site, Hotel Skyler Syracuse.

Lyf Bond social kitchen


First property Lyf Wu Tong Island Shenzhen
When First half of 2018
Where Shenzhen

Serviced residence operator The Ascott Limited announced the launch of its new Lyf brand (pronounced “life”) back in November last year, but it wasn’t until June that the first destinations were unveiled. Lyf will debut in Shenzhen in the first half of next year, followed by a property in Dalian towards the end of next year and its largest, a 240-unit property in Singapore, in 2021. The brand is focused on millennial travellers and offering collaborative, co-living spaces.

thelivingroom (after)


First property TBC
When 2018
Where Malaysia (city TBC)

Berjaya Hotels and Resorts unveiled its new Thelivingroom brand just recently, with the first two properties scheduled to open in Malaysia followed by hotels in Thailand, Singapore, Indonesia, Vietnam, Hong Kong and Japan. This is a four-star concept aimed particularly at corporate guests travelling with their families. Maximising convenience is a key part of the brand, which includes foldaway wall beds that transform the space from a bedroom into a living room, adjustable lighting fixtures, and a 24-hour turnaround time for check-in and check out.

IHG Project-Horizon

Project Horizon

First property To be confirmed
When 2019
Where US (cities TBD)

The working name of Intercontinental Hotel Group’s (IHG) newest midscale hotel brand is Project Horizon, but that being said, there has yet to be a confirmed name, logo or other brand elements for the new offering. What has been established is that the group’s 13th brand will be positioned as a slightly cheaper offering than its Holiday Inn Express brand. Exactly where and when the new hotels will open is also unclear, though the group has stated it will be targeting cities across the US.

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