Plaza Premium Group (PPG) has embarked on a large-scale business transformation strategy in view of the evolving needs and behaviour of the travel market.
Besides aiming to grow its network from 180 airport lounges to over 500 by 2024-25, digitisation will also be a key part of its transformation, with an additional US$5 million to be allocated for that purpose.

According to PPG CCO Bora Isbulan, things are changing expectedly fast and Covid-19 has sped up digital transformation.
He said: “We see that there are major gaps in the industry, so it’s vital to refine and align our strategy and resources to (meet evolving demands and) to make sure that we can fulfil the needs of users.
“The aim is to create a more digitally-connected global journey, not just one product (lounge) but various end-to-end services i.e. Smart Traveler loyalty programme, to let people plan their journey at their fingertips. In that regard, we will spend US$5 million to transform and invest in technology and management capabilities.
“We will spend another US$5 million in the next 18 months to transform our operations in PPG. This will ensure well-connected end-to-end solutions for not just B2B but also B2C (consumers).”
PPG founder and CEO, Song Hoi-see, opined that behavioural changes within a dynamic market created an impetus for change and for PPG to diversify and provide a holistic range of services.
He said: “We have to reshape the service solution in the market with more direct and interactive customer contact. From there, we will know their individual profile in order to deliver consistent, high-quality services.”
In January, PPG made its foray into high-speed railway (HSR) lounges in China by rolling out one at the Changsha South High-speed Railway Station, with another two to open in Guangzhou and Shenzhen in 2Q2021.
Song shared that this is just the beginning, with PPG planning to expand to various other stations.
“In China, train stations are very crowded and we observed that businessmen want a quiet place to work and get away from the crowd. The best solution is a lounge so we set up one at Changsha,” he said.
“In fact, the HSR is being fully utilised by businessmen travelling from one city to another. Even airlines are worried about direct competition from it. A lot of businessmen want more comfortable, secure and safe spaces when they are travelling, especially during the pandemic.”
The RMB$3 million (US$465,000) DragonPass x Plaza Premium Lounge, which is PPG’s first HSR lounge, is a collaboration with DragonPass, a global digital platform for premium travel services. It is targeted at businessmen who frequently travel for work, and other affluent travellers.
It distributes digitally a wide range of premium travel services including lounge access, limousine transfer, fast-track access, meet and assist, dining, valet parking, baggage porterage and advanced medical services.
Facilities and services at the 700m², 290-seat lounge include a nursing room; dedicated playroom; zoning for privacy and social distancing purposes; seating and dining areas; and dining experience with Smart Order, a contactless food ordering system accessible via smart mobile devices.




























DayAway, a new luxury hotel experience platform, aims to help luxury properties in Singapore optimise and monetise their under-utilised ancillary space – such as F&B, spa, gym and MICE facilities – for daytime use by non-hotel guests.
Targeting Singaporeans and expatriates who enjoy the finer things in life, DayAway is a B2B2C platform based in Singapore which works with its hotel partners to curate highly-experiential daytime packages.
Recently soft-launched in April 2021, DayAway’s partners already include some of Singapore’s most esteemed hotels. These comprise the iconic Raffles Hotel Singapore, The Fullerton Hotel & The Fullerton Bay Hotel Singapore, Intercontinental Singapore and Fairmont Singapore, with 30 more hotels to be announced shortly.
The visionary behind DayAway is marketing and branding expert Martha Waslen, who moved to Singapore in 2011 and was instrumental in the success of beauty platform Luxola (which was acquired by Sephora).
“Over the last year, my family often walked the grounds of our favourite hotels in Singapore as a diversion and I noticed all these beautiful pools, gyms, restaurants and bars were empty,” said Waslen.
“Hotels have been trying to increase revenue generated by this kind of ancillary inventory for nearly a decade, but either lacked the technology to sell these spaces effectively or the marketing channels to engage with the local community. DayAway is the win-win solution to filling these gaps and supporting the hospitality industry while offering exciting new daytime experiences for its guests.”
DayAway’s experiences are carefully curated and exclusive to the platform. Its Sling and Swim experience (S$100; US$75) at Raffles Hotel Singapore includes a complimentary Singapore Sling, three hours of pool time, S$20 credit at the hotel’s exclusive Pool Bar, and gym access.
DayAway’s Suite Day for Mom experience (S$648) at The Fullerton Hotel Singapore is available this month only and includes six-hour access to a loft suite with Marina Bay views, a three-tier afternoon tea service for four, and preferential spa and dining rates.
Aside from Waslen, DayAway’s expert team includes chief technology officer Duy Nguyen, who brings with him years of experience working for InterContinental Hotels Group and has extensive expertise delivering technology solutions for the hospitality industry.
DayAway’s advisory panel includes industry heavyweights such as Daniel Pristavec, a key figure who built Airbnb’s global success from the ground up; and Roger Egan III, co-founder and CEO of Redmart; and renowned key players from the travel industry.
Fresh off closing an initial round of US$350,000 in seed funding, Waslen also credits Singapore as the key catalyst in her entrepreneurial journey: “Singapore’s startup scene is incredibly fast-moving, hungry for innovation and welcoming to entrepreneurs with world-class business ideas.”
Aside from cultivating local partnerships, DayAway is swiftly expanding into international markets to establish a vast combined global footprint.