Thailand’s Aspira to launch new “premier budget” hotel brand

Syama hotels will typically have fewer than 40 rooms
Syama hotels will typically have fewer than 40 rooms

Aspira Hospitality, which operates boutique hotels in Thailand, has unveiled plans to launch a new brand.

Syama by Aspira, which is positioned in the “premier economy” segment, will open its first property in the Sukhumvit area of Bangkok in November this year, with a second hotel scheduled to launch in Chiang Mai a month later. Typically, Syama hotels will offer fewer than 40 rooms with average daily rates of THB2,500-6,000 (US$70-167).

“Our iCheck inn and Studio budget brands were designed to compete with the large international operators at a fraction of their management fees. We are delighted to be Thailand’s first independent boutique chain of hotels and resorts located throughout the kingdom,” said Cedric Tardivel, Aspira’s vice president of sales & marketing.

The brand’s debut hotel, Syama Sukhumvit will offer just 14 suites with club floor-style benefits, plus a swimming pool and fitness centre.

“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. With the amazing performance of our iCheck inn & Studio, we truly believe that Syama will complement our portfolio of hotels,” Tardivel added.

Aspira currently manages 24 hotels across its iCheck inn, Studio by iCheck inn, Aspira Hotels & Resorts brands, with a further 10 scheduled to open by the end of 2015.

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