The face of luxury is changing, and it’s no longer defined by exclusivity or hefty price points or exclusivity. Across Asia, a new generation of affordable hotels is transforming the hospitality game with smart, stylish touches, but without the premium price tags to match.
At the forefront of this movement is Singapore-based Worldwide Hotels Group (WWH), a homegrown company established by billionaire founder Choo Chong Ngen in 1993, whose rags-to-riches story has transformed the business from its humble beginnings into one of Singapore’s largest hospitality powerhouses, including some of Singapore’s best known budget hotel chains like Hotel 81 and Hotel Boss.
Today, under second-generation leader Carolyn Choo, the daughter of the elder Choo, Worldwide Hotels is set to grow even further. Her vision? To grow a leading hospitality business where quality and value coexist, and expanding the group’s footprint in Singapore and Asia Pacific.
Under her watch as CEO, Worldwide Hotels now boasts a diverse portfolio encompassing seven hotel brands and 41 properties in Singapore. It also owns 11 hotels in Australia, Malaysia, Japan, South Korea and Thailand, via partnerships with global operators such as Accor, Oakwood, Holiday Inn, Swiss Garden, and Travelodge.
‘Singapore can be value for money’
Mercure ICON Singapore City Centre is a modern hotel with local flair, prime location, excellent amenities, and diverse dining options.
The younger Choo, who counts more than two decades of experience in hospitality, is determined to stay close to providing affordable yet quality stays as she scales up the family-run business empire. Backed by its portfolio of quality budget and mid-tier hotels, she wants to challenge the notion that stays in Singapore are always expensive.
“The average daily rate of Singapore hotels have already surpassed pre-Covid levels by 20%,” said Choo, noting the well-publicised surge in room prices in the city-state. This, no doubt, presents “a key challenge” of Singapore being potentially priced out of aspiring travellers overseas, she observed.
However, at a time when room rates in Singapore remain high and new debuts tend to be in upscale segments, Choo sees an opportunity in providing hotel rooms at affordable price points, especially for Southeast Asia’s fast-growing middle class, many of whom have Singapore among their top three travel wish list. “Whatever budget you have, you can stay better with us,” she remarked.
What is lean luxury?
All 989 rooms at Mercure ICON Singapore City Centre are thoughtfully designed to balance relaxation and productivity, making it an ideal retreat for business travellers seeking comfort during their stay.
Worldwide Hotels’ answer to these challenges is the concept of “lean luxury” – stylish, efficient spaces that focus on essential comforts. This approach is exemplified by the flagship Mercure Icon Singapore City Centre, launched in April 2024, through a franchise agreement with French hospitality company Accor.
Related: Where to stay in Singapore that ticks off all of a traveller’s boxes
The launch of this 989-room hotel – dubbed the biggest Mercure property by room keys – in Singapore’s Chinatown area on 8 Club Street caters to savvy, well-travelled travellers who seek a prime location in the city. The hotel’s also appeal lies in its accessibility: ICON Link@ClubStreet offers access to underground shopping and dining outlets as well as connections to nearby MRT stations, while its design caters to both business and leisure travellers. In-house F&B options and proximity to local dining hotspots further enhance the experience. “Convenience is key,” noted Choo.
Prior to the launch of Mercure Icon Singapore City Centre, WWH also opened the 530-room mid-tier Hotel Mi Rocher in December 2023, marking the Gen Z and millennial-oriented brand’s second property in Singapore after Hotel Mi Bencoolen.
Choo has also executed some bold moves in the space in recent years, including the July 2023 acquisition of Parkroyal on Kitchener Road from Pan Pacific Hotels Group – a $525 million purchase that was reported to be the biggest single-asset hotel deal in Singapore – which has since been rebranded to Novotel Singapore on Kitchener Road since 1 November 2023.
A practical vision of growth
Mercure ICON Singapore City Centre offers affordable luxury with a centralised location, providing the perfect base to explore Singapore's famous landmarks and vibrant culture.
Having established a foothold in Singapore’s economy and midscale hotel market, does Choo want to go into the luxury segments?
“The luxury sector requires a different sale strategy. The question also lies in whether we can derive best value, but we don’t see that WWH is ready to pursue that sector with its current resources and talent,” said Choo. “I’m very practical – we only do what we do well.” Timing and location is critical, she added: “My growth strategy is to focus on the right time to go into the right place.”
Choo, who counts her 70-year-old father as her pillar of strength and inspiration, believes in building a culture of trust within her company. Even when the business went through the doldrums during the Covid-stricken years, WWH avoided layoffs and focused on building a strong culture of trust between the leadership and employees. That proved to be a fruitful strategy as WWH could capitalise the post-pandemic opportunities.
Named one of Forbes Asia’s 20 Most Powerful Businesswomen in 2023, Choo is committed to inclusivity and engagement, both in the travel industry as well as talent development within the company. “I want to make travel affordable and drive inclusive growth as a female leader,” she said.