While planning an aggressive push in Asia-Pacific, the Park Hotel Group remains keen to solidify its Singapore base.
The company – which started in Hong Kong in 1961 with a Tsim Sha Tsui hotel – embarked on genuine expansion in 2006, and has since built up a portfolio consisting of eight wholly-owned and managed properties: three in Singapore, four in China and one in Japan. They also have one management contract in Singapore. The last development, a 450-room hotel located in the city's Alexandra district, indicates the direction the organisation, which is now led by chief executive officer Allen Law.
Park Hotel Alexandra
Mohd K Rafin, Park Hotel Group senior vice president, told Business Traveller, that the awarding of the Alexandra project – due to operate in 2015 – was unexpected “as we were competing with big international brands”.
Rafin also disclosed they were currently close to sealing another hotel contract in the Lion City, the details of which will be revealed before the year ends.
Singapore, he said, presented a whole new business landscape, thanks to the arrival of the two integrated resorts that, in turn, had stimulated other tourism-related activity. "Singapore has reinvented and updated itself – it has had to do this – and now appeals not only to leisure and corporate travellers, but also meetings and incentive groups. And with regional travel being so vibrant these days, Singapore attracts more visitors from Malaysia, Indonesia and Vietnam."
Grand Park Orchard
To feed off this travel boom, the group is currently in discussion with developer-owners in Malaysia, Indonesia and Thailand, particularly Bangkok. The goal is to have 15 or 16 hotels under its management belt by 2015.
Rafin believed other areas of Singapore, off the visitor magnets like Orchard Road and the booming Marina Bay, such as Alexandra, would soon draw other accommodation providers. "Singapore is so small, so nothing is really far from the CBD."
For Park Hotel regulars, a loyalty programme is now being fine tuned and will be launched in 2013.
Visit www.parkhotelgroup.com for more details about the company.
Margie T Logarta