Japanese hospitality company Seibu Prince Hotels & Resorts has recently expanded into the Southeast Asian market with the launch of their new brand, Park Regis by Prince Singapore. This move marks the company’s first venture into the region and is part of their efforts to expand their flagship Prince brand outside of Japan.
Located in the Clarke Quay area, the 203-key hotel was previously known as Park Regis Singapore and has undergone extensive refurbishment and refit of its guest rooms. The improvements include complimentary high-speed Wi-Fi and 50-inch smart TVs with casting capability. In addition, the hotel has also made efforts to reduce their use of single-use plastics by replacing them with eco-friendly alternatives like water filters.
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According to Alex Barnett, director of global brand and communications at Seibu Prince Hotels Worldwide, the hotel’s base room rates have increased following the refurbishment and rebranding exercise. The basic nightly rate has risen from $200 per night to $230 per night.
Targeting both business and leisure travelers in the mid- to high-tier range, Park Regis by Prince Singapore offers four room categories ranging from 215 sq ft to 463 sq ft. Their goal is to provide a unique Japanese hospitality experience, also known as omotenashi, which encompasses three defining characteristics: anticipation, selflessness, and sincerity.
Seibu Holdings, one of Japan’s largest hospitality conglomerates, believes there is a growing demand for Japanese-style hospitality overseas and they are uniquely positioned to fulfill this demand. With over 80 years of experience in the industry, they have a wealth of knowledge and expertise in delivering exceptional service.
The company has also implemented innovative features to enhance the guest experience, such as digital room keys and an AI chatbot via their hotel app. They have also begun sending Japanese staff overseas to train local hotel staff, with the aim of maintaining a high standard of Japanese hospitality.
The relaunch of Park Regis by Prince Singapore is part of the conglomerate’s plans to expand their Prince brand internationally. In April, they unified their three international subsidiaries under a single identity, Seibu Prince Hotels & Resorts. They acquired the Park Regis and Leisure Inn brands in 2017 through the purchase of Australian hotel operator StayWell Holdings.
Seibu Prince Hotels & Resorts hopes to further expand their brand presence in Asia and Southeast Asia, with plans to open two more Park Regis hotels in Indonesia and Thailand next year. Their ultimate goal is to triple their global portfolio to 250 hotels by 2035, with a focus on establishing their brand in key capital cities like Singapore, Bangkok, Kuala Lumpur, and Jakarta. Currently, they operate over 50 hotels in Japan and 33 hotels in 11 countries outside of Japan.