Far East Hospitality has unveiled a major expansion plan, taking it from its Singapore home base into new markets across the region.
The company, which currently operates eight hotels and nine serviced residences in Singapore plus one property in Kuala Lumpur, is planning to base its development on what it calls “Singapore-inspired hospitality”.
“To remain relevant to new and emerging markets, a different approach must be taken from the more traditional hotel model,” said the company’s newly-appointed Chief Executive Officer, Arthur Kiong. “Along with business expansion we are also focusing on enhancing our software. We want to redefine and frame our service culture around key attributes of home-grown hospitality, which is unique and true to our milieu. This will form our DNA and manifest in all that we do from our plans for expansion and asset enhancement, to staff development and service improvements.
“With the right mind-set, we endeavour to become an exporter of local expertise and of our own brand of Singapore-inspired hospitality,” Kiong added.
Far East said its strategy will see the expansion of its presence in Singapore, as well a move into other regional markets including Malaysia, Thailand, Vietnam, Myanmar, Indonesia and Australia.
“Singapore has a mature hospitality industry and strong tourism track record with many international brands. While we will continue to nurture our portfolio here it is time to venture beyond and define our own brands overseas,” said the company’s Chief Operating Officer, Raphael Saw.
