BTO: Far East priming for market swing with sub-brands

Business Times - 26 Mar 2009

Far East priming for market swing with sub-brands

Village will be the first of such labels, it says at launch of hotel Quincy in Orchard Road

By UMA SHANKARI

 

FAR East Organization, which unveiled its new Orchard Road hotel Quincy yesterday, said that it would launch hospitality sub-brands as it gets ready to welcome more tourists to Singapore in the coming years.

 

The first of these sub-brands - called Village - will debut in the third quarter of this year. It will group 8-9 Far East hotels and serviced apartments with 'similar attributes' under one umbrella. Boutique hotel Quincy will not be part of the Village brand.

 

'By launching a brand, we will better articulate the hospitality offerings from the Far East group,' said Chia Boon Kuah, executive director of Far East's hospitality business.

 

Far East has currently six hotels and 11 serviced residences. The Village brand will group those properties with a 'village' feel, such as Changi Village Hotel.

 

Mr Chia said that the 108-room Quincy, which is located on Elizabeth Walk, has been a success so far. The hotel had its soft opening in February and achieved an occupancy of 76 per cent that month. It kicked off with a rate of $198++ for its opening month and has since raised it to $208++.

 

'There is no such product on Orchard Road,' said Mr Chia.

 

In what is believed to be an industry first in Singapore, Quincy offers a distinctive all-inclusive stay - the room rate includes a limousine transfer service from the airport, all three meals at the hotel, all mini-bar amenities, and cocktails and drinks each evening.

 

Most of the clientele so far have been corporate guests.

 

Mr Chia told BT that the property group opened its hotel even amid the economic downturn as it was confident that tourist arrivals in Singapore would pick up. 'With the current climate, we believe that intra-Asean and intra-Asian travel will increase.'

 

Quincy, in particular, is located within walking distance of the main shopping belt of Orchard Road. Mr Chia believes that upcoming malls - including Far East's Orchard Central and CapitaLand-Sun Hung Kai's Ion Orchard - will add to demand for Quincy's rooms.