Far East embarks on rebranding exercise for hospitality arm

Far East Organisation has launched its first-ever major rebranding exercise for its hospitality division.

The property developer plans to rebrand its stable of 17 hotels and serviced residences in Singapore under new names.

This was announced on Wednesday as Far East opened its first boutique hotel at Mount Elizabeth Road.

Under the first phase of the rebranding, Far East will introduce a new “Village” brand of hotels and serviced residences in the third quarter of this year, comprising up to eight of its existing properties.

The rebranding exercise, which will take a few years to complete, means that some properties will get minor facelifts, while others will take on new names.

Raphael Saw, director of Hospitality Operations, Far East Hospitality, said: “We’re looking at this whole array of products that we have in different locations, different kinds of products and how to better communicate that to our customers.”

Some of Far East’s properties include Albert Court Hotel, Orchard Parade Hotel, Golden Landmark Hotel, as well as the Orchard Scotts Residences and Regency House.

Source : Channel NewsAsia – 25 Mar 2009

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