Given the state of global travel, any good news needs to be celebrated. Leading hospitality group Straits Organisation, which a subsidiary of Catalist-listed food and beverage (F&B) player Katrina Group, announced that will be rebranding to ST Hospitality and are planning on expanding their services and co-living hotel line – ST Signature.
Part of ST Hospitality is their line of co-living hotels under ST Signature and serviced apartments – ST Residences. With four properties already launched under ST Signature, which are located in central districts such as Tanjong Pagar (its flagship property), Chinatown, Jalan Besar and Bugis within the first year, the brand also announced they are looking to launch more locations in the near future.
The Group said they are confident of strong growth for their brands from next year by building their capabilities through funding, technology development, overseas marketing, design and space optimisation.
According to their announcement, the co-living hotels have had an occupancy rate of over 80% pre-COVID-19, showcasing there was (is) significant demand for the experience.
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ST Signature has differentiated themselves from the traditional style of accommodation in Singapore by focusing on intelligent design and incorporating a communal aspect of living to their hotels. This taps into the increasing trend of co-living accommodation around the world.
Even amidst the current pandemic, with flights and travel restrictions in place around the world, ST Hospitality is looking beyond just Singapore and has already planned its expansion by strengthening its marketing efforts to build awareness of its properties overseas by attracting rising middle-class travellers from Asean countries and Europe.
As part of their expansion, the Group also announced that Mr Tan Juay Hiang is joining them as a senior advisor. Mr Tan was formerly the MD of Reit Investments of Ascott, and held the role of CEO of Ascendas Hospitality Trust (A-HTRUST). Under his leadership, the Trust has grown from 10 hotels to 14 hotels before merging with Ascott Residence Trust to form the largest Asia Pacific hospitality trust of about SGD7.4 billion.
ST Hospitality aims to be a one-stop hospitality solutions provider
ST Hospitality will be leveraging their experience in the market to also build a set of services that caters to the entire hospitality industry. This includes providing housing needs, but also focus on innovation to better serve guests across Singapore.
One such innovation is the brand’s contactless check-in mobile app that makes the whole check-in and check-out process.
With their new focus on expanding their service offerings, we can expect to see more come out from the newly rebranded group to better service the rebounding travel industry.
The co-living hotels are now open for staycations and bookings can be done through their website.
