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The South Beach Singapore gets new life under JW Marriott
Paige Lee Pei Qi, Singapore, December 8, 2016

The new JW Marriott Hotel Singapore South Beach will officially open its doors on December 15, following its refurbishment since South Beach Consortium appointed Marriott International to operate the design hotel earlier this year.


Speaking to TTG Asia at the soft launch yesterday, general manager Derek Flint said the property will target hotel guests from Asia-Pacific, with China and Indonesia being two key markets.


Deluxe King guest room


Given the hotel's “strategic position” in the heart of Singapore’s city in near proximity of two major convention centres, he is keen to raise the proportion of MICE guests from 20 to 30 per cent next year.


A major change can be seen in the new Beach Road Kitchen, which was expanded to 250 seats from its previous 150 to accommodate the expected increase in guest numbers, as well as the debut of JW Spa, according to the general manager.


Meanwhile, slight changes have been made to “Marriotise” the hotel for more effective operations, Flint pointed out.


For instance, the original seven linear check-in counters comprising an exotic desk and cabinet have been replaced with group check-in area at the back of the lobby, he said.


Despite the branding and operator changes, the contemporary and quirky character of the Philippe Starck-designed property is largely intact, with the eclectic lift decked out with glowing marine-life wallpapers remaining a key feature at the hotel.


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