Millennium Hotels to launch new brand in Asia
Millennium Hotels and Resorts is launching a new hotel brand in Singapore this year, named M Social.
The new brand, aimed at tech savvy contemporary travellers, will be tested in Singapore ahead of a roll out to other markets such as Auckland and Seoul within the next two years, the company said.
The hotel will have 293 standard and loft-style rooms and forms part of the Up@Robertson Quay residences.
"It’s called M Social because it’s focused on getting people together," said Paul James, senior vice-president of global marketing and branding.
The company has commissioned French designer Phillipe Starck to design the interiors.
"If we get this concept right, there will a percentage of Millennium and Copthorne loyalty that will move to M Social but it should also bring a new customer in," James added.
He said the target market is primarily leisure but may also attract a ‘good, strong underlayer of corporate travellers’.
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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