Thailand’s Aspira Hospitality has launched a new brand designed to compete in the country’s economy hotel sector.
The new ‘Studio by iCheck’ brand is an extension of the company’s existing iCheck boutique brand, and is being marketed as a collection of “budget chic” hotels, offering smaller room sizes (18-21m²) than normal, but with amenities comparable to larger properties.
“Our iCheck boutique brand was designed to compete with the large international operators at a fraction of their management fees,” said Cedric Tardivel, Aspira’s vice president of sales & marketing.
“’Budget chic’ does not mean no frills; rather, our customers will experience a quality hotel offering excellent service in desirable locations. Budget chic only means that the property offers traditionally smaller guest rooms,” he added.
The Studio by iCheck hotels will offer room rates of between THB800 and THB1,000 (US$25-31) per night and will generally feature fewer than 40 guest rooms.
And Aspira has big plans for the brand, with 10 hotels expected to be operational by the end of 2015. The first hotel will launch in Bangkok this April, with a second expected to follow in Krabi in the third quarter of 2014.
“As our other brands expand and with the launch of our new marketing initiatives, we believe that our properties will continue to grow from strength to strength,” said Tardivel. “We truly believe that ‘Studio’ will complement our portfolio of hotels.”
Aspira currently manages 11 hotels in Thailand under its boutique iCheck and deluxe Aspira brands.