Outrigger Hotels & Resorts is pursuing a multi-brand expansion strategy in the Asia Pacific region, with the addition of more beach resorts and a new range of upscale urban leisure hotels.
Speaking to Travel Daily, Mark Simmons, Outrigger’s vice president of sales & marketing for Asia Pacific, said the company’s two new resort projects in Vietnam and China are on track, and will be joined by several more properties across the region in the coming years.
“The company’s vision is to grow here (Asia Pacific) and in the Indian Ocean, through acquisitions of prime properties that are strategic to the brand,” said Simmons.
The 256-room Outrigger Vinh Hoi Resort & Spa will mark the company’s entry into Vietnam under management contracts when the new beachfront resort opens in 2017, while the 499-room Outrigger Clearwater Bay Resort & Spa, on Hainan Island, will see the company enter China for the first time by the end of 2016.
“They’re the two main ones on their way, but we’re also currently looking at various locations in Southeast Asia, the Maldives, Seychelles, Bali and Australia,” Simmons revealed. In Bali, Simmons said there are “a couple of things we’re quite interested in”, and he added that Sri Lanka “would definitely be interesting for us if the right project came up”.
Along with its main premier beachfront resort brand, Outrigger is also planning to launch a new urban leisure hotel brand, firm details of which are expected to be announced later this year.
“It’s for non-beachfront locations in leisure destinations and urban centres that also have a leisure focus,” Simmons confirmed. “They’re going to be fun, attuned to the local environment. It’s going to be good value.”
The development of these new resort and urban leisure projects forms part of a major development strategy for Hawaii-based Outrigger, as it moves west from its Pacific roots and into Asia Pacific and the Indian Ocean.
“[It’s an] exciting move for us. We’re a 60-plus year-old company and we’ve reached a critical mass where we need to differentiate. We’ve grown in Asia Pacific and we need to differentiate our hotels. We believe there’s a lot of growth in these segments.”
Currently, Outrigger operates and/or has under development 46 properties with approximately 11,000 rooms located in Hawaii, Australia, Guam, Fiji, Thailand, Mauritius, Vietnam and China.