A Word with GHN Advisory Board Member Arthur Kiong
2019 Priorities and Growth Aspirations
Formed in 2013, Far East Hospitality offers a diverse portfolio of nine unique and complementary brands including Oasia, Quincy, Rendezvous, Village, Adina, Vibe and Travelodge. Taking a customer-focused approach, Far East Hospitality’s brands are segmented based on travellers’ profile instead of the traditional star-rating system. This pragmatic hospitality approach anticipates and addresses the needs of today’s new generation of discerning travellers, providing comfort without excess, aesthetics without being ostentatious, attention without pretention and relevance with a touch of elegance.
Today, Far East Hospitality has grown to become a world class management company owning more than 10 hospitality assets and operating a combined portfolio of close to 15,000 rooms across over 95 hotels and serviced residences in seven countries – Australia, Denmark, Germany, Hungary, Malaysia, New Zealand and Singapore, with more in its development pipeline.
A few months ago, we rebranded our iconic property, Orchard Parade Hotel, to Orchard Rendezvous Hotel. While retaining the heritage of the property, the rebranding exercise expanded the hotel’s target audience and is now more inclusive of today’s conventional travellers.
In 2019, we will have three new hotel openings, Village Hotel Sentosa, The Outpost Sentosa and The Barracks Sentosa totalling 839 keys. The hotels, in a cluster on a prime site overlooking Palawan Beach, are targeted at a broad customer base and well-placed to cater to growing demand for resort-style accommodation. Village Hotel in Sentosa targets families, groups and the MICE industry. The Outpost Hotel targets millennials and young couples who prefer exclusivity and an unobtrusive style of service. The Barracks Hotel is housed in a conserved colonial building and appeals to the mature and discerning travellers who are looking for an exclusive alluring getaway.
In mid-2020, we will be opening The Clan Hotel. The 324-key property targets millennials and tech-savvy travellers in their late-20s to mid-40s, who are drawn to hotels with compelling stories. Located at Far East Square, the new brand will meet the new demand for hotels that offer an optimal combination of value for money, quality hospitality service, stylish design, and a strong sense of place.
Beyond 2019, Far East Hospitality has plans to expand regionally – to bring Singapore-inspired hospitality abroad. Quincy Melbourne will come to Australia in the next few years and the company also made our first foray into Tokyo last year via a joint venture. We see Japan as the market for our next phase of growth after focusing on Australia in the last four years. Tokyo, in particular, has strong growth potential driven by the 2020 Olympic Games. Over the next decade, we expect the secondary Japanese cities to gain traction with international visitors.
Asia Pacific will continue to lead the world, as the fastest-growing travel region, and the opportunities are tremendous. Far East Hospitality, together with our new brands and new geographical reach will continue to seize opportunities in Malaysia, Indonesia, Vietnam, Thailand, Japan and South Korea.
We will also be focusing on incorporating technology innovations into our operations to showcase our holistic and long-term efforts at business transformation. The innovations will also benefit our talent development and attraction efforts to empower guests.