RedDoorz has launched a new mid-range brand, Sunerra Hotels, as part of its bid to become Southeast Asia’s largest hospitality company.
The first property opened earlier this month in Jakarta, Indonesia.
This is the fourth brand in the portfolio after the Launch of the economy brand SANS Hotels last November.
The Singapore-based company also has long-stay co-living brand KoolKost and its bread-and-butter brand RedDoorz.
RedDoorz aims to “become an ecosystem of multiple hospitality and accommodation products, each supported by different brands and tailored to the different needs of consumers in Southeast Asia: from simple budget stays to more design-inspired better experiences and even longer-stay deals. “
If this sounds familiar, it’s because this is also the vision of traditional multi-brand hotel companies like Marriott, Accor and Hilton that RedDoorz wanted to bring to market seven years ago.
Amit Saberwal, CEO of the company, wants to ensure that there is a “solution for every asset owner, including medium-sized companies”.
RedDoorz noted that its technology solution, which is driving the economy segment, could be scalable across demographics, and Saberwal believes the underlying technology will differentiate the company “so that it looks more like RedDoorz than a traditional one Hotel company “.
“The brand will evolve in its own way over time, and we’ll get smarter as we virtualize the experience more.”
Sunerra’s business model is a “pure management contract with a registration fee, a technical fee and a trademark fee. RedDoorz provides the general manager. There is more human intervention, ”says Saberwal.
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He adds that RedDoorz continues to be the bread and butter of the business and estimates that SANS makes about two and a half times more per unit, Sunerra three to five times more, and KoolKost about half.
Regarding the current challenges, Saberwal says: “We are here for the long term. When this started we said we were prepared for late 2022, maybe late 2021. The way we do business has completely changed. We focus and solve the problems of property owners differently than before. “
Its key markets of Indonesia and the Philippines are holding up despite the pandemic.
“Indonesia’s balanced approach to public health and the economy has made people safer when traveling,” he added.
He added, “Despite last year’s challenging macroeconomic environment, we remain determined to build the future of the hospitality industry in Southeast Asia and Sunerra brings us closer to realizing our ambitious vision for the company and the region.”
