Far East Hospitality (FEH) chief executive Arthur Kiong has revealed the company will be opening three new Oasia-branded properties next year – Oasia Suites Kuala Lumpur, Malaysia; Oasia Hotel Downtown, Singapore; and Oasia Residence, Singapore.
Describing the Oasia brand as one that places emphasis on thoughtfulness and care, Kiong said the new Oasis properties would resonate well with both business and leisure travellers. FEH is the hospitality management arm of Far East Orchard.
“The expansion of Oasia comes at an opportune time,” he said. “As the region continues to mature and attract a strong stream of international arrivals, we believe we can replicate the success of [existing Oasia property] Oasia Hotel Novena.”
Oasia Suites Kuala Lumpur kitchenette
First on the list is Oasia Suites Kuala Lumpur, the brand’s first foray outside of Singapore. While positioned as a hotel, each of the 247 guestrooms in the property will feature a kitchenette and living room, making it a flexible option for transit or long-stay guests.
Oasia Hotel Downtown, Singapore guestroom
In Q2 2016, Oasia Hotel Downtown, Singapore will open its doors. Located in the Tanjong Pagar area, which is set to be transformed as Singapore's next waterfront development, the 27-storey business hotel is being designed by noted Spanish architect Patricia Urquiola, who will incorporate an organic-themed interior décor into the property.
Oasia Residence, Singapore facade
Finally, the Oasia Residence, Singapore is expected to open in Q4 2016. This 140-unit serviced residence property will be situated in Singapore's West Coast, close to the developing science and technology hubs of Biopolis and Fusionopolis.
Kiong said the difference between FEH and larger international hospitality brands such as Hilton, Starwood and Marriott was that these brands have a vertical approach to branding, while FEH’s ethos is firmly in the mid-tier market, where it operates nine distinct brands. He said this is possible due to the sheer size of the mid-tier market, which he noted is not homogeneous.
“It isn’t possible to segment consumers into different demographic groups, as every individual is unique,” said Kiong. “Imagine classifying Caucasian females into a group – it could apply to both Hillary Clinton and Courtney Love. Both fit that group, but are so different from each other!”
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