Singapore's "Studio M" Marks Launch Of New International Hotel Brand

Posted by Barry Silverstein on November 13, 2009 11:55 AM

Like so many other industries, the hospitality industry has been scrambling to reposition itself to be more competitive in a tough economy. Interestingly, a number of hotel chains are looking to the upscale traveler for future revenue opportunities. Marriott just announced the "Autograph Collection," high-end hotels that will retain their existing identities but become part of the Marriott family.

Chains are also opening new hotels targeting the well-heeled. For example, Millenium and Copthorne Hotels' new brand, Studio M, will launch in Singapore next spring.

The hotel will "focus on elegantly restrained accommodation" and include a unique open-air tropical deck with wading pools and a 25-meter lap pool. The hotel will be located in Singapore's Robertson Quay entertainment precinct.

Kwek Leng Beng, Chairman of Millemium and Copthorne, indicates the Singapore location is just the beginning. "We plan to take this new brand global," he says, reporting that the chain has received inquiries from the Middle East about Studio M. Millenium and Copthorne Hotels is the largest hotel group in Asia run from Singapore, with over 120 hotels worldwide, including the five-star Grand Millennium.

More about: Tourism, Marriott, Studio M, Millenium & Copthorne Hotels, Singapore

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There certainly is still a market for the luxury accommodation sector as there is with the budget accommodation. People may be keeping travels to a more localised area rather than world travel in many cases, but many are still travelling because of the competitive pricing for travel and accommodation prices available now.

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