FEH rejuvenates Village portfolio for stronger branding

FAR East Hospitality (FEH) has embarked on a new branding exercise that will see the hotels and residences in its Village portfolio rechristened and refurbished.

In order to draw attention to the precinct each Village hotel or residence is located in, FEH has renamed each property to reflect its locality, effective immediately.

The name changes are as follows: Landmark Village Hotel is now Village Hotel Bugis; Albert Court Village Hotel – Village Hotel Albert Court; Changi Village Hotel – Village Hotel Changi; Central Square Village Residences – Village Residence Clarke Quay; Riverside Village Residences – Village Residence Robertson Quay; Hougang Village Residences – Village Residence Hougang; and West Coast Village Residences – Village Residence West Coast.

FEH will also debut its Peranakan-inspired Village Hotel Katong, the flagship for the village brand, later this year (TTG Asia e-Daily, October 18, 2012).

Furthermore, upgrading works are ongoing at six Village properties. Village Hotel Albert Court, Village Hotel Changi and Village Hotel Bugis are in the midst of rejuvenation works on guestrooms, while Village Residence Clarke Quay, Village Residence West Coast and Village Residence Hougang will see refurbishment works to bedrooms and apartments, public areas or facades and lobbies.

Arthur Kiong, CEO, Far East Hospitality, said in a media statement: “Today’s generation of savvy guests want authentic, differentiated experiences. The Village brand has always been about providing these unique, local experiences through harnessing the strengths of the locales, and our guests have consistently told us that they appreciate the localised Singapore experience that Village properties provide.

“As a home-grown hospitality brand, the Far East brand of hospitality is one that is Singapore-inspired and we are bringing this to life by having each Village property draw inspiration from the immediate surroundings to be infused into the guest experience.”

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