Frasers Hospitality Launches New Brand - Modena

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.

A 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.

“The 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 regions.”

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