SINGAPORE-headquartered SilverNeedle Hospitality yesterday launched SilverNeedle Collection, an umbrella brand for its portfolio of independently owned boutique hotel and resort properties across Asia-Pacific.
With a brand proposition promising unique and authentic experiences, desirable locations and service excellence, the first three properties to be inaugurated into the collection are the 30-suite 137 Pillars House in Chiang Mai, 68-room Riva Surya in Bangkok and 24-key Kiridara Luang Prabang in Laos.
Iqbal Jumabhoy, managing director & CEO, SilverNeedle Hospitality, said: “As owners ourselves, we recognise the requirements and different business cycles within the independent boutique hotel sector in Asia-Pacific. It was with this understanding that we identified the need for such a platform.”
Joining the SilverNeedle collection allows boutique property owners to avail of the entire range of SilverNeedle Hospitality’s services including pre-opening, sales & marketing, distribution and hotel management expertise, said Jumabhoy.
“We can tailor solutions according to (individual properties’) specific needs while connecting them to our sales and marketing platforms including our recently launched GDS code (TTG Asia e-Daily, October 4, 2012) and booking engine, thereby maximising the potential of each property while allowing them to retain their individual identities,” he explained.
Jumabhoy said the goal was to reach fifteen hotels under the SilverNeedle Collection banner in Asia-Pacific by 2016.