Singapore (PRWEB) November 3, 2009
Singapore’s largest private property developer and largest hospitality provider, Far East Organization, launched its new hospitality brand – Village Hotels & Residences – on Friday, 30 Oct, 2009. Comprising three hotels and four residences which were drawn from its hospitality portfolio of 17 properties the new brand draws inspiration and vitality from the surrounding precincts to provide guests with a truly experiential stay.
Far East Organization’s Executive Director Mr Chia Boon Kuah said, “Far East Organization created its Hospitality division Far East Hospitality in 2005, and has since developed compelling models of hotel and residence ownership and operation. We now have the people and processes that define our unique DNA to enable us to stake our claim as a serious and experienced hospitality operator.”
Far East Hospitality’s value proposition comes from the range of choices it presents to its guests, the total accommodation experience from sleep to shower to connectivity and a robust operating model that yields high levels of efficiency and profitability. Through a streamlined service infrastructure, Far East Hospitality pools common resources such as housekeeping services, human resource, finance, sales and marketing to deliver highly efficient operations. Leveraging on this, its management teams are now better able to add value to guests’ experience, by bringing out the best in Asian hospitality with service that is genuine, thoughtful, and detailed. The new Village brand will present a unique made-in-Singapore hospitality experience.
Mr Chia added, “The articulation of our new Village brand signals Far East Organization’s aspiration and readiness to grow its hospitality presence, locally and overseas. A defined brand would enable travellers and business partners to recognise and appreciate what Far East Hospitality delivers, and provide the platform to drive business expansion.”
“Through rigorous training programmes, our staff have been trained to deliver the Village brand attributes experience, local and friendly consistently across properties. The Organization’s proven expertise and track record of knowing what works will provide the catalyst for Village to travel. In introducing the Village brand, our key priority is to sustain the high level of operational excellence and service delivery. We envisage adding 15 new Village properties in the next five years in target markets such as China, Indonesia, Malaysia and Vietnam,” elaborated Mr Chia.
Asia is currently a high growth area for hospitality offerings. Despite the difficult times during the last year with the global economic uncertainty, Singapore is still on track to achieve its goal of 17 million visitors in 2015. A recent Pacific Asia Travel Association (PATA) report also predicts that Asia Pacific tourism revenues will top US$ 4.6 trillion by the end of next year. PATA, which conducts independent research on travel trends, has predicted that international arrivals to Southeast Asia will grow to nearly 77 million by 2011, while arrivals to Northeast Asia will leap to 240 million in two years’ time up from the 206 million achieved in 2007.
On the ground, hospitality asset owners in Asia are seeking partners to prepare for the next wave of growth, noted Mr Chia.
Mr Raphael Saw, Director of Hospitality Operations, Far East Organization, said, “Branding brings with it long-term benefits such as talent attraction, effective marketing and customer loyalty.” He continued, “With the Village brand, we aim to provide not just rooms but rooms with experiential stays. We wish for guests to experience and discover the rich cultures and heritage of the surrounding precincts. In this regard, we have commissioned our very own Village Walking Guide, which highlights interesting attractions, local food selections, and merchants.”
Approximately $ 12.5 million has been invested so far on refurbishing the properties, service training, and back-end operations, among others. A similar amount is expected to be invested over the next three years to strengthen the brand’s presence.
About Village Hotels & Residences
Village Hotels & Residences is a new hospitality brand of Far East Organization. Village is characterised by the consistent delivery of a stay experience which is authentic, friendly and enables guests to also experience and explore the local culture and indigenous offerings of the communities where the properties are located. Guests will remember their stays as being comfortable and memorable, characterised by the easy, relaxed interaction with staff and other guests. Village comprises Albert Court Village Hotel, Changi Village Hotel, Landmark Village Hotel, Central Square Village Residences and Riverside Village Residences, Hougang Village Residences and West Coast Village Residences. Drawing inspiration and vitality from their surrounding precincts, the seven properties have been carefully chosen for their strategic locations in the heart of Singapore’s diverse enclaves of culture and heritage as well as key business hubs. Please visit “http://www.stayvillage.com” for more information.
Far East Organization is the largest private property developer in Singapore and one of the biggest real estate groups in Asia. Far East Organization owns and operates the largest corporate leasing and hospitality portfolio in Singapore, including six hotels and 11 residences with 1735 rooms and over 1200 apartments respectively.
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Far East Organization Launches Village Hotels & Residences
