Singapore-based Heeton Holdings is set to open Dawa at Hilltop by Heeton in Paro, Bhutan, this August, marking its first hotel to be both built from the ground up in Asia and directly managed by the company.
Dawa at Hilltop by Heeton will have 87 rooms, alongside amenities such as a spa, gym, heated indoor infinity pool, fusion restaurant Cypress, and a bar. There are also two event venues: an open-air bonfire deck – which doubles up as an archery and cultural space – for 200 guests, and a rooftop terrace for 400.
When asked why Heeton Holdings chose to directly manage the property, group general manager Jeryl Sing told TTG Asia: “Bhutan is such a niche market, and it is a mainly leisure market. Given that majority of the visitors to Bhutan book through a travel agency, hotels will need to collaborate closely with them. We realised that it was more cost-effective to operate on our own, as compared to paying a management fee to an international brand.”
Sing said the decision to position Dawa at Hilltop by Heeton as a five-star property was driven by what the company saw as a gap in the market for “entry-level five-star hotels” in Bhutan, adding that it aimed to offer an “affordable five-star option”.
“We’re looking at around US$650 per night depending on the season. This is achievable for leisure tourists who want a little bit more premium, as compared to ultra-luxury international properties such as Six Senses or Aman,” he explained. Meanwhile, local Bhutanese brands usually operate in the three- to four-star hotel categories.
The opening of Dawa at Hilltop by Heeton is Phase One of Heeton Holdings’ plan in Bhutan, with Sing sharing there is more land behind the hotel – also owned by the company – that has yet to be developed.
“We are also looking at possible opportunities in Thimphu and Punakha once Dawa at Hilltop by Heeton is up and running,” he added.
In addition to leisure tourists, Sing also aims to attract corporate clients during the low season (summer: June-August; winter: December-February), leveraging The Royal Academy’s 20-minute proximity to Dawa at Hilltop by Heeton.
He shared: “MICE events are usually held at The Royal Academy’s hall, and although business events in Bhutan are small – a few hundred attendees in comparison to Singapore’s thousands – this will be a market for us to tap into.”
This way, Sing opined, Heeton Holdings has a first-mover advantage in Bhutan’s hospitality market, given that the “exotic destination” is up-and-coming among well-heeled travellers in the region.
He acknowledged: “Bhutan’s Sustainable Development Fee makes it a pricier destination, which can deter some travellers. However, I’m optimistic that the Bhutanese government’s focus on growing tourism will pay off, and we’re fully aligned with their aim to attract more visitors.”
Heeton Holdings’ projects in the Asia-Pacific region have typically been developments managed by international brands. The company only recently took over management of two hotels in Thailand in 2023. In the UK, Heeton Holdings have nine hotels, five of which are directly managed and mostly in the three- to 3.5-star category.
