Property developer Far East Organisation is investing in local culture to ensure the growth of its new hospitality brand.
Through its innovative concept- Village Hotels & Residences, Far East aims to offer visitors and tourists a distinct taste of the local culture in the nearby communities. For instance, guests at Albert Court Village Hotel would have the chance to learn the culture of Little India through a guided tour and dining options.
The developer also targets to add 15 more overseas properties in markets such as Indonesia, Malaysia, Vietnam and China to promote the brand in the next five years.
Three hotels, along with four residential buildings in Singapore, were chosen to spearhead Far East’s new brand of hospitality.
Aside from Albert Court Village Hotel, Changi Village Hotel and Golden Landmark Hotel (which will be renamed to Landmark Village Hotel) will soon be engaged in this new trend.
The four residential buildings are located in West Coast Road, Hougang, Robertson Quay and Central Square.
"We work very closely with the community around the precinct. One example we have, we have specially commissioned this local walking guide for our customers so they can actually move around the precinct on their own on foot, and we recommend them places to eat, to visit and to shop," said Chan Iz-Lynn, assistant director of Hospitality Operations and Service Quality, Far East Organisation.
The new brand, which will target the mid-range segment, is expected to accommodate an equal mix of business and leisure guests.
As Far East plans to have new properties in the region for the next five years, Raphael Saw, director of Far East’s Hospitality Operations, said, "We are positive that we are moving into a time whereby the demand is on the upward trend.”
"There are a lot of demand generating activities, and demand generating attractions that are going to come on-stream, some of them we are very familiar – the integrated resorts, and the remaking of Orchard Road…So if we look forward from here, we are optimistic in terms of demand coming to Singapore. Thereby, it will reflect in a positive trend for occupancy," he explained.
A recent study done by Pacific Asia Travel Association shows estimates of international arrivals reaching nearly 77 million in 2011- higher compared to 62.2 million arrivals in 2007. International arrivals in Northeast Asia are also expected to reach 240 million by 2011.
Since 2005, Far East is said to have invested about S$12.5 million on areas such as service training and property renovations. It also plans to invest the same amount in the next three years as it continues to improve the new trend.
The official launching of this new brand is scheduled on 30 October 2009. Going forward, the developer expects the growth of local properties when the brand arrives in Indonesia, China and Malaysia.