SERVICED apartments player Frasers Hospitality has launched a hotel brand, Capri by Fraser, with three hotels to open within the next 12 to 16 months in Singapore, Kuala Lumpur and Ho Chi Minh City.
The hotel in Singapore, Capri by Fraser @ Changi City, opening in the third quarter, is expected to fetch a rate of between S$250 (US$200) and S$300, Frasers Hospitality CEO, Choe Peng Sum, told TTG Asia e-Daily at the launch of the brand today.
Though pitched at the four-star market, Frasers Hospitality believes the brand will be anything but a typical four-star.
An extensive range of facilities and customised services are offered, along with the convenience of a full-serviced residence such as the option of cooking and doing laundry.
Room size will range from 32sqm to 70sqm in the Singapore property.
The brand is “urban inspired, high-tech and intuitive”, with experiences such as iPad-activated check-in, interactive e-concierge, AirPrint and WiFi e-Print facilities for business, meeting rooms with interactive walls, and a Data Box to charge all digital services.
Choe said: "Capri by Fraser bridges the gap between hotels and serviced residences, to meet the short-term accommodation needs of the 24/7 digital generation, who work and play to a different beat from that of the business travellers of the past.”
"Market feedback has indicated that while regional travel stays are becoming shorter, usually between one to two weeks, they are also becoming more frequent, with professionals working longer, irregular hours across different time zones," he added.
"Capri by Fraser is focused on enhancing the work-life balance of our guests with the flexibility and freedom to rest, relax and recharge according to their individual lifestyle needs.”
While hotel chains have been making inroads into the lucrative serviced apartments sector with their own residences, few if any serviced apartments players have officially gone into the hotel industry with their own hotel brands.
- Read the full story in TTG Asia, May 18, 2012