Far East targets booming Asian midscale market with Oasia expansion

TD Guest Writer

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Arthur Kiong, CEO of Far East Hospitality, addresses reporters at ITB Asia
Arthur Kiong, CEO of Far East Hospitality, addresses the media at ITB Asia

Far East Hospitality is aiming to tap the rising number of Asian midscale travellers with the expansion of its Oasia brand.

The Singapore-based company currently operates one Oasia in Singapore, but in a press briefing at ITB Asia on Thursday, the company’s CEO Arthur Kiong unveiled plans for three more Oasia hotels that will open in the coming months.

The first new property will be the 247-room Oasia Suites Kuala Kumpur, which will mark the brand’s Malaysian debut when it opens in the first quarter of 2016. This will be followed by two more properties in Singapore: the 300-room Oasia Hotel Downtown, which launches in Q2 2016, and the 140-room Oasia Residence, which is scheduled to open in Q4 2016.

Like all of Far East’s brands, Oasia targets the midscale segment. But they differentiate themselves by providing a combination of convenient locations in areas close to green, open space. For example, Oasia Suites Kuala Kumpur is located next to Bukit Nanas, the rainforest park in the city centre. Catering to what Kiong called “corporate athletes”, Oasia will also focus on healthy living.

“There is a rising focus on health and well-being globally and in the region,” Kiong told reporters at ITB Asia. “With Oasia’s clear emphasis on providing guests a suite of wellness offerings, the brand resonates strongly with both our business and leisure guests.”

The Oasia Hotel in Singapore

And Kiong said that these three new properties mark the start of a wider expansion plan for the Oasia brand. He is keen to expand the brand in Australia, as part of its partnership with Toga Hotels, as well as in what he called Southeast Asia’s “big five” countries: Singapore, Malaysia, Indonesia, Thailand and Vietnam.

“With these four properties it’s opportune to expand our footprint in key Asian cities to take advantage of the new wave of travellers,” Kiong said.

And with an estimated 3.4 billion Asians expected to travel overseas within 20 years, approximately 50-60% of which will be in the midscale sector, the opportunities for all of Far East’s brands, including Oasia, appear bright.

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