Conrad will replace Regent Singapore’s name as more hotel owners search for new partners
Customers of well-known companies need clarification on rebranding. Since guest preferences are shifting, many hotel owners are forming alliances with new companies to modernize their facilities and offerings. By doing so, they may attract a wider range of visitors and raise their room prices.
The hotel’s owner OUE announced the launch of the Hilton Singapore Orchard at 333 Orchard Road on February 24 and said that cooperating with Hilton will improve the hotel’s posture for further growth as travel demand improves.
OUE is one of many companies rebranding its hotel assets. After its current management agreement with IHG Hotels & Resorts expires, Regent Singapore, located at 1 Cuscaden Road, will change its name to Conrad Singapore Orchard from January 1, 2023. Hilton, who owns the Conrad brand, will operate and manage it.
The 440-room hotel will keep its restaurants and bars available for visitors on from Jan 1 in the first of a two-phase opening. And in the first quarter of 2024, the hotel will reopen its extensive room refurbishments.
According to the senior vice-president of development for Hilton in Asia-Pacific, aligning the brand operator’s and hotel owner’s objectives will maximize benefits for both parties.
Conrad Singapore Orchard would be able to demand higher room rates as a result of the uplift of the present brand. And it will rebrand and reopen over the course of the next two years, joining a host of other hotels. At least four are located in the Orchard district, including Pan Pacific Orchard, Artyzen Singapore, Singapore Edition, and The Standard, Singapore.
The executive director of the Singapore Hotel Association said that the launch of new hotel brands and guest experiences supports a sector-wide initiative “to turn Singapore into a vibrant tourism destination that caters to all travel demands.” Hopefully, Singapore will remain a top global destination and commercial hub that is appealing to corporate and leisure travellers.
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