THE WESTIN Singapore Marina Bay is banking on its location and the brand’s lifestyle proposition to compete in a market which has changed since it left a decade ago.
Westin was in Singapore until 2002, in the form of The Westin Stamford and The Westin Plaza at the Raffles City complex, now Swissotel the Stamford and Fairmont Singapore respectively.
Asked to compare the new Westin, which will open in the last quarter of 2013 (TTG Asia e-Daily, October 11), with the old, Vincent Ong, director brand management Asia-Pacific of Sheraton & Westin, said The Westin Stamford did not have programmes such as Superfoods menu, WestinWorkout gym, The Heavenly Spa by Westin and nature-inspired design aesthetics, all now part of the brand’s ‘wellness’ DNA.
Westin, he said, was all about catering to the “I” in individuals, so that every guest would leave feeling better than when he arrived. Starwood Hotels & Resorts had been sharpening the brand’s positioning since 2005, along with creating distinct personalities for its other brands such as Sheraton, Ong said, during a media launch of the Westin Singapore comeback on Monday.
The hotel will occupy the 32nd to 46th floors of Asia Square Tower 2, featuring 305 rooms and the highest hotel lobby in the city. It will also have four F&B outlets and a 480m2 Banquet Hall.
The hotel is owned by an MGPA managed fund. MGPA managing director James David said Westin fitted Asia Square’s ‘Work, Play, Live, Grow’ proposition well.
