SINGAPORE—Millennium & Copthorne Hotels is evaluating options for the expansion of its new international hotel brand, Studio M, in the Asia region.
The group, which recently strengthened its portfolio by inaugurating its Studio M Hotel Singapore in the city-state, is eyeing India and China—two of the most populous countries of the region.
“We launched the Studio M brand in November 2009 during the annual (Asia/Pacific Economic Cooperation) meetings, which were held in Singapore,” said Simon Barlow, the company’s senior VP, Asia and COO, USA. “The purpose was to maximise exposure to an international crowd here in Singapore. Singapore continues to be a key gateway city for Asia/Pacific and is the best place to introduce a new brand to our global audiences.”
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Studio M lobby |
Earlier this year, the group indicated that in addition to Singapore, the company’s flag is expected to fly on several new properties soon, including in Chengdu, China, and in Liverpool, United Kingdom. “The group is exploring emerging markets in India and China among other regions as business and leisure travel to these places pick up,” Barlow said.
The Studio M brand offers a hybrid between a studio apartment and business hotel and is designed for the young, upwardly mobile executive who enjoys fuss-free convenience, without scrimping on comfort and style, said Barlow, who added that rates start from SGD195 a night (US$142).
The group believes the concept of smart business travel is evolving rapidly. There is increasing demand from this largely untapped market segment that expects a distinctive experience from their hotel, even as they demand functional services like wireless connectivity. Studio M aims to fill this gap.
“We recognise a growing demand for hotels that were affordable, yet stylish—better than a budget hotel, yet without excesses of luxury establishments,” Barlow said. “We believe that as new markets continue to emerge, many travelers, and not just young executives, will be able to appreciate this offering.”
The company has a portfolio of more than 120 hotels worldwide under several brands: the five-star Grand Millennium, the Millennium and Copthorne brands, and the budget Kingsgate, which is located mainly in New Zealand.
Barlow mentioned that the Studio M brand compliments the company’s other 4- and 5-star properties under the Copthorne, Millennium and Grand Millennium brands.
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Studio M reflection pool |
Design According to the company, Studio M is Singapore’s first fully loft-inspired hotel where style and functionality are key.
Studio M Hotel is located in the iconic Robertson Quay entertainment precinct. With such a location, Studio M targets “the hip and savvy travelers with a taste for stylish comfort and integrated technological access.”
The brand’s inaugural Studio M Hotel in Singapore is designed by Italian designer Piero Lissoni, who helped develop the unique loft concept rooms, Barlow said.
“All 360 rooms successfully combine form and function in a small footprint,” Barlow said. “The entire hotel is also fully wired, and guests can log onto the Internet free-of-charge, anytime anywhere within the hotel.”