UK-based budget hotel chain, Premier Inn, has embarked on a new Southeast Asian expansion strategy with the signing of its first property in Singapore.
Scheduled to open in mid-2016, the 300-room Premier Inn Singapore Beach Road will be a “value-for-money” budget hotel, but with a range of facilities including a swimming pool, gym and meeting space.
The property marks a key step in the group’s plans to have 50 hotels in Southeast Asia, India and the Middle East by 2018. Premier Inn currently operates over 670 hotels globally, including five hotels in the Middle East and three in India.
“Singapore has a competitive hotel landscape set within a strong growth market in Southeast Asia. It is therefore a vital part in our international expansion strategy and will support our growth in the region,” said Aly Shariff, senior vice president of operations for Premier Inn Asia.
The group’s vision for Asia will see it add 10,000 new rooms in the region by 2018, in countries including Singapore, India, Indonesia and Thailand. Future properties are expected to rise in key gateway cities like Bangkok, Jakarta and Mumbai, along with resort destinations such as Bali and Goa, and emerging Indonesian hubs including Bogor, Makassar, Surabaya and Yogyakarta.
“Opening new hotels in these three key regions (Southeast Asia, India and Middle East) is now part of our long-term strategy to further enhance and develop the Premier Inn brand globally and we are confident it will be well received in these markets by value-conscious travellers,” said Erik Van Keulen, Premier Inn’s senior vice president of development for Asia.
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