ASIA’S economy hotel sector is maturing, with international players scaling up in the space to meet demand for cheaper branded stays and more institutional investors jumping into the game as owners.
Speaking at the 4th annual Economy Hotels World Asia today, Accor Asia Pacific chairman and COO, Michael Issenberg, revealed that almost half of respondents surveyed in its inaugural Asia Economy Hotels Research 2012 would consider staying at an economy hotel on future trips for both business and leisure.
Six out of 10 also said they preferred an international brand over a domestic one, and were happy to pay a premium – nearly 90 per cent more in markets such as India and Hong Kong. A total of 845 travellers across Asia participated in the survey.
Issenberg added that the investment landscape for economy hotels was also changing. “Interestingly, we’re finding an increasing institutional appetite. We recently participated in a REIT that listed (in Singapore) in July with Ascendas, and there are a number of economy hotels in that portfolio.
“It’s great to see that the Asia region – where historically the ownership of hotels was sometimes driven by either ego or potential real estate appreciation – is moving to a more mature cycle of investing across different market segments, and there is increasing recognition of the high and regular returns that economy hotels are providing to owners,” he explained.
Accor, which is in the midst of revamping its economy brand, Ibis (TTG Asia e-Daily, September 14, 2011), will unveil a major communications campaign next month.
Issenberg told TTG Asia e-Daily that while a third of the chain’s hotels in the region was currently economy, 40 per cent of pipeline committed over the next three years was in this sector. This year alone, it signed more than 50 such properties in Asia-Pacific, and opened in cities such as Hong Kong and Bandung.
Unfazed by the competition, InterContinental Hotels Group (IHG) is also ramping up its economy portfolio, with key signings in Singapore, Kuala Lumpur, Bangkok, Phuket, Jakarta, Bali and India for its Holiday Inn Express brand.
IHG vice president of operations South-east Asia, Alan Watts, said there was room for more growth in Asia. “People are screaming for a value alternative, especially in a market like Singapore where rates are high and (leisure travellers) come mainly to see the new attractions.”
He explained that Holiday Inn Express catered to those who liked Holiday Inn but did not need a full-service concept because they were “purpose-driven travellers” who wanted to maximise their business or leisure time.
– Read more about how Accor is evolving its product to meet changes in the economy hotel space in TTG Asia, September 21, 2012