Travel in ASEAN has changed
”Unglamorous” growth
Better and cheaper connectivity, growing incomes and changing values are increasing number of travellers, frequency of travel and spend on travel.
But most travellers are middle-class consumers (“value” segment) – they have some ability to pay premiums, but prefer paying for practicality over luxury.
The underserved majority
Major hospitality players focus on luxury projects due to inability to understand value segment needs (the executives are luxury travellers) and for prestige.
Thus, value segment is served by fragmented and unsophisticated SMEs who lack the resources and know-how to address evolved customer needs.
Experience-driven
Social media fuels easy discovery and FOMO, so guests want to spend more time outside the accommodation than before.
Successful accommodations of the future will help guests better achieve this goal by leveraging technology and working with ecosystem partners, rather than ignoring it or competing against it with expensive and sub-par in-house services.
Modern expectations
Consumers expect rapid mobile-first service anytime, anywhere in their language of choice.
Hospitality is one of few remaining sectors whose service model has not evolved to fulfil this need.
Value-focused
Be the #1 brand for value segment customers in the markets we operate in via
Spacious, practically designed and well-equipped apartment-style rooms,
The most consistent and best fundamentals (service, cleaning, maintenance) among peers, and
Seamlessly delivered, higher-quality and lower-cost amenities, services and recommendations provided by local partners.
Tech-integrated
AI-first service via mobile for smoother communication, in guests’ preferred languages, with faster resolution times – no matter where the guest is.
Proprietary team management platform that improves staff productivity and work quality with minimal need for human middle management.
Institutionalized, pan-ASEAN
Leverage our distribution expertise, innovative but institutional-quality operations and pan-ASEAN scale – resources our fragmented peers do not have – to achieve higher nightly rates, occupancy and margins.
