ASPIRA Hospitality. Co. Ltd, one of Thailand’s emerging boutique hotel operator and developer has launched their new own brand, “SYAMA by Aspira”, to penetrate the premier economy segment.
“Our iCheck inn & Studio budget brands were designed to compete with the large international operators at a fraction of their management fees. We are delighted to be Thailand’s first independent boutique chain of hotels & resorts located throughout the kingdom” highlights Cedric Tardivel, VP Sales & Marketing of Aspira Group.
With the success of “iCheck inn & Studio”, ASPIRA identified that there was an opportunity for the premier economy market in Thailand. “Premier Economy, is for those customers who wish to experience a 5 star service at the premier economy rate. For example, our Syama Sukumvit will offer just 14 suites with full club floor services & benefits, swimming pool and fitness centre all the price of a standard room in a deluxe brand chain hotel” added Mr. Tardivel.
“SYAMA” is positioned to operate with an Average room rate fluctuating between THB 2,500-6,000 (US$75 to US$180) and less than 40 guest rooms or villas. Each property will be uniquely designed depending on location. The first hotel will be launched on Sukhumvit Road, Bangkok commercial heart by this November, followed by Syama Chiang mai scheduledfor an opening in December.
“As our other brands expand and with the launch of our new marketing initiatives, we believe that our properties will continue to grow from strength to strength. As we feel satisfied with the performance of our iCheck inn & Studio, we truly believe that Syama will complement our portfolio of hotels” Tardivel concluded.
ASPIRA currently manages 24 hotels across key destinations under their boutique brands iCheck inn, Studio by iCheck inn, Aspira Hotels & Resorts. Another 10 properties are scheduled to open by the end of 2015.