AS it chases scale and its ambition to be South-east Asia’s largest hospitality company, Singapore-based RedDoorz yesterday launched a new mid-scale brand, Sunerra Hotels, pitched at the three stars and above market.
This is the fourth brand in its stable as it attempts to climb up the value chain of consumers. It launched SANS Hotels (economy lifestyle) last November, in addition to KoolKost (extended stay co-living) and its bread-and-butter RedDoorz (budget, typically under S$20 a night, 25-30 rooms).
The company wants to “become an
ecosystem of multiple hospitality and accommodation products, each of them
backed by distinct brands and catering to the different needs of consumers in
South-east Asia: from no-frills budget stays to more design-inspired better
experiences and even extended stays offerings”.
If that sounds familiar, that’s because
that’s also the vision of multi-brand traditional hospitality…