Frasers Hospitality has launched a new brand
which targets ‘road warriors’ - business travellers who spend much
of their time on the road.
The first property, Modena, a Boutique
Hotel Residence just opened in downtown Tianjin, China.
The 104-unit property is aimed at short to mid-term guests, with
hallmark features such as a communal lobby which not only serves
as guest check-in, but also showcases a delicatessen-cum
grocery for ‘grab-and-go’ convenience.
On arrival, guests are
presented with a ‘Welcome Box’ containing amenities, stationery
and daily essentials including plug-ins for connectivity.
standout feature of the property is the ‘Soak Suite’, private hot tubs for guests
to relax, watch a DVD or listen to their favourite mp3 tracks
in a pure, oxygen- harged environment.
Frasers already has
another four Modena properties on the drawing board, including three in
China – one in Shanghai and two in Suzhou – that will open within
the next two years.
The fifth property, which will be the
Modena brand flagship, will be established in Singapore and is
expected to be completed by the first quarter of 2012.
Modena brand has been carefully crafted to appeal specifically to
a growing market niche, the work-hard, play-hard business traveller, the ‘road warrior’ who is perfectly in-tune with
today’s high- tech, fast-moving business environment and demands
efficiency of product and service to support his or her own
demanding lifestyle,” said Mr. Choe Peng Sum, Chief Executive
Officer of Frasers Hospitality.
“Leisure facilities have been
specially designed to appeal to this group. The Play Room, for
example provides not only a gymnasium to sweat it out, but also
other stress relievers such as electronic game machines and
vending machines, all open around- the-clock.”
Mr. Choe added
that the initial focus on Asia for the Modena brand reflected a
paradigm shift in the New World order.
“With the exceptional
growth of the China economy, the India economy and indeed the rise
of Asia as the new global powerhouse, it makes perfect sense to
launch and grow the brand from this region”, he said
“However, as our longer-term strategy is to create a truly global
brand, with this objective in mind we are actively negotiating
and seeking new contracts in a number of different geographical
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