RedDoorz has launched a new mid-scale brand, Sunerra Hotels, as part of its bid to become Southeast Asia’s largest hospitality company.
The first property launched in Jakarta, Indonesia, earlier this month.
This is the fourth brand in its stable following the launch of economy brand SANS Hotels last November.
The Singapore-based company also has extended stay co-living brand KoolKost and its bread-and-butter RedDoorz brand.
RedDoorz wants to “become an ecosystem of multiple hospitality and accommodation products, each of them backed by distinct brands and catering to the different needs of consumers in South-east Asia: from no-frills budget stays to more design-inspired better experiences and even extended stays offerings.”
If that sounds familiar, that’s because that’s also the vision of multi-brand traditional hospitality companies such as Marriott, Accor and Hilton, the companies that RedDoorz, when launched seven years ago, wanted to disrupt.
Amit Saberwal, CEO of the company says it wants to make sure it has a “solution for every asset owner, including mid-scale.”
RedDoorz found that its tech solution that was powering the economy segment could scale across different demographics, and Saberwal believes that its underlying tech play will differentiate the company “so that it looks more like RedDoorz and less like a traditional hotel company.”
“The brand will evolve in its own way, as time goes by, and we will get smarter as we virtualize the experience more.”
Sunerra’s business model is a “pure management contract with sign-up fee, technical fee and brand fee. RedDoorz provides the general manager. There is more human intervention,” says Saberwal.
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