OUTRIGGER Enterprises Group is launching a second global brand, which will enable it to tap the midtier urban hotel market.
It has roped in Singapore-based Fitch to design the brand, which is expected to debut in 2014, most likely in homeground Hawaii, according to the group’s EVP chief marketing officer, Sean Dee.
Dee said a number of locations has been identified in Australia and Asia for the brand, but would not reveal details.
He said while the second brand is another tool for branding and development, the focus remains on the core Outrigger, a resorts-oriented brand.
Since setting up an Asia-Pacific base in Phuket four years ago, and flushed with a capital fund, the group has expanded its footprint in the region in Thailand, Bali, Australia and Mauritius (the 46th Outrigger hotel opening December), most of which it owns or has major stakes in.
In 2016/17, it will extend the Outrigger footprint to China and Vietnam (Hainan and Vinh Hoi respectively).
