Following SilverNeedle Hospitality’s recent acquisition of Constellation Hotels, the group has re-launched its Australian operation under the SilverNeedle Hospitality corporate brand.
The re-launch is an important step as SilverNeedle Hospitality consolidates its position as a leading hospitality brand across the Asia Pacific region.
As well as Australian hotel brands: Chifley, Grand Chifley, Australis, Country Comfort and Sundowner; the SilverNeedle Hospitality potfolio has also expanded into South East Asia to include independent boutique hotels and resorts such as: SilQ, Bangkok, Kiridara, LuangPrabang, Laos, Surya, Bangkok and the soon-to-be opened 137 Pillars in Chang Mai.
“The name change enables us to have a more consistent presence in both Australia and Asia and to make it very clear to our regular business and holiday guests that there is a lot more to our offering now,” said SilverNeedle Hospitality Senior Vice President – Operations, Jonathan Wooller.
“Our existing brands are consistently experiencing significant year on year growth in occupancy and RevPar (Revenue per available room). We will continue to expand these brands in Australia as well as look for export opportunities into Asia.
“Our aim is to be a more progressive player in the industry and we believe that we have the right people and the right strategy and now is the right time to achieve our expansion plans.
“Our goal is to be one of the top hotel groups in Asia Pacific,” he said.
Wooller said the company had significant plans to shake up the hotel industry by offering a new highly efficient urban hotel brand – NEXT Hotels.
“The highly experienced team that has been successfully developing the Australian market under the Constellation Hotels brand will remain in place and work closely with their counterparts in Singapore, Bangkok and Mumbai to expand the NEXT brand of Hotels and Resorts,” he said.
NEXT Hotels, as its name suggests, is the NEXT generation of hotels in the four to four-and-a-half star segment.
The NEXT Hotel model is based on a 100 – 250 room hotel for business travellers that offers a combination of service and self-service. The model replaces a number of elements from a traditional hotel set up, such as multiple restaurants and large banqueting facilities, with neighbourhood restaurants that are run by local vendors. The innovative strategy will not only engage the local community but also aims to commercialise public areas within the hotel.
It also offers the innovative provision of utilities and services – including energy, hot water and air conditioning – at a lower unit cost by leveraging the expertise in technology and energy of its parent company.
“Our innovative model with its modern assets will consistently deliver high returns and therefore be more attractive to property investors,” Wooller said.
“The hotel sector across the country is experiencing a shortage in the four and four-and-a-half star market; this initiative to encourage greater investment is a key part of our strategy, which aims to increase our 4,000 room footprint to 5,000 rooms over the next few years”.
“We are very interested in talking with developers and property owners of existing hotels or commercial buildings who are looking to maximise the returns on their investment,” he said.
Backed by the Nadathur Group, SilverNeedle Hospitality is also set to achieve expansion plans through securing new properties, by undertaking either direct or joint venture development, leasing or management rights acquisition throughout the Asia Pacific
“The acquisition has given us the opportunity to grow both in Australia and the rapidly expanding markets of Asia,” Wooller said. “An important aspect of the acquisition for Nadathur was the ability to leverage the critical mass of Constellation Hotels across Asian markets.
“In particular, we wish to utilise the highly efficient operating standards of our Australian hotels, in a way that will allow us to be more competitive in Asia.
“Our aim is to be a more progressive player in the Australian industry and we believe that our strategy will enable us to achieve our goal of being one of the top hotel groups in Asia Pacific.”