SilverNeedle launches boutique hotel brand

George Sell George Sell Uploaded 19 October 2012


Singapore: SilverNeedle Hospitality has launched a new brand, combining a selection of its independent boutique hotels.

The SilverNeedle Collection will initially comprise three boutique hotels, in South-East Asia, rising to 15 properties by 2016.

SilverNeedle CEO Iqbal Jumabhoy said the brand was launched in response to the needs of independent hotel owners: "We identified a gap in the market for non-branded boutique hotels that require marketing, distribution and management services. Services can be tailored to the owner's needs."

The SilverNeedle Collection will also offer a range of support options, including pre-opening assistance, technical and IT support, finance and HR management.

The three initial properties are the 137 Pillars House in Chiang Mai, the Kiridara resort in Luang Prabang and the Riva Surya in Bangkok.


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