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Making a Difference www.travelweekly-asia.com 18 Oc tober 2019 PUBLISHED BY NORTHSTAR TRAVEL MEDIA SINGAPORE PTE LTD ISSN 2382-6061 MCI (P) 019/07/2019 PPS 1849/09/2014 (025581) I T B A S I A S H O W D A I L I E S Day3 I N S I D E "Hotels that cater to all and sundry may not be the way to go. The way to go is to keep it focused, interesting, directly to the customers you are addressing. Hence, niche marketing calls for more brands, not less." - ARTHUR KIONG, CEO OF FAR EAST HOSPITALITY Far East Hospitality launches latest brand, The Clan, to serve new generation of discerning travellers Rethinking luxury C ompetition between hospitality brands in future will not be among hotels but the precincts they are in, and hoteliers have to rethink how to capture the new By Stanley Ho News: Goa turning to nature for tourism boost. P7 Insights: 73% of travellers prefer eco- friendly hotels. P8 driven travel, Far East Hospitality is introducing a new perspective on luxury with The Clan. Set to open in the second quarter of 2022, the 324-room The Clan Hotel Singapore is the first under the new brand. Billed as a modern luxury hotel sitting at the crossroads of culture and commerce, the hotel is minutes away from Singapore's Central Business District and the heritage streets of Telok Ayer Street, Amoy Street and Chinatown. It draws inspiration from the pioneering spirit of hope, aspiration and comradeship that built Singapore. "Through curated touchpoints, we want to connect travellers to unique experiences that deliver a deeper cultural connection and a strong sense of pride – staying true to our approach of Singapore-inspired hospitality," said Mr Kiong. Far East Hospitality already owns more than 10 hospitality assets and operates over 15,500 rooms under its management across 95 hotels and serviced residences. So, why add another brand? "We can't market to new- gen travellers in a one-size- fits-all manner. It is about marketing to niches," said Mr Kiong. "So, hotels that cater to all and sundry may not be the way to go. The way to go? Keep it focused, interesting, directly to the customers you are addressing. Hence, niche marketing calls for more brands, not less." Far East Hospitality's CEO Arthur Kiong at the press conference for the launch of The Clan Hotel Singapore. generation of discerning travellers, said Far East Hospitality CEO Arthur Kiong. Speaking at the launch of Far East Hospitality's latest brand, The Clan, Mr Kiong pointed out that new-gen travellers – aged between 25 and 44 years old – are discerning and "hard to please". "Discerning and savvy, they're willing to pay reasonably more to enjoy unique or memorable experiences. To them, travel is an aspiration. They want to know the authentic stories behind the destinations, what's the cost-benefit equation," he explained. "This new generation of travellers defines luxury beyond the traditional sense. The bar is raised. Hence, we must rethink what luxury means to them." For one, hotels are no longer just nicer places to sleep in. Instead, it should be a "destination within a destination," said Mr Kiong. "If we look at today's Singapore traveller, for example, we can see he's very savvy and knows exactly which precinct he wants to stay in. Therefore, the future competition is between precincts and not necessarily between hotels. Now, it is about the holistic expectation and experience that each precinct is able to offer. And the hotel must be aligned with the (identity of that) precinct," he said. To meet the growing momentum of experience- VISIT: BOOTH F26 Destination Lake Toba: Seismic change ahead. P12

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