As travel, work and lifestyles become more fluid, luxury serviced residences are evolving beyond extended-stay accommodation. Frasers Hospitality COO Chew Hang Song discusses shifting guest expectations, emerging opportunities across Asia and how Fraser Suites Reserve is shaping the next chapter of serviced living.
Where do you see the biggest opportunities for luxury serviced living in Asia over the next decade?
We see the strongest opportunities emerging in destinations where travel demand, evolving lifestyles and the right real estate ecosystem come together.
Major gateway cities and commercial centres will continue to be important because they attract a diverse mix of business, leisure and globally mobile travellers seeking serviced-living options that serve their distinct needs.
How is demand for serviced residences changing beyond the traditional expatriate market?
As the ways people travel, work and life become more fluid, serviced residences have evolved from extended stay products into a living proposition that supports their travel needs. This shifts the demand from length of stay to quality of stay as travellers seek space, service and flexibilities to live well while away.
As the ways people travel, work and life become more fluid, serviced residences have evolved from extended stay products into a living proposition that supports their travel needs.– Chew Hang Song, COO, Frasers Hospitality
We are responding to these varied needs through a portfolio of distinct brands. Modena by Fraser offers practical, flexible apartments for those seeking comfortable base.
At the other end of the portfolio, Fraser Suites Reserve is developed for guests seeking privacy, personalised service and the refined experience of luxury hospitality. Each brand serves a different guest segment with an offer designed around its needs.
Frasers Hospitality COO Chew Hang Song on how evolving traveller expectations, personalised service and holistic wellness are shaping the future of luxury serviced living in Asia.
What do today's affluent travellers expect that they might not have five years ago?
We see a growing expectation that luxury accommodation should work around the guest’s priorities. People may be travelling for business, spending time with family or combining work and leisure, and they want the privacy and flexibility to use their time as they choose, with attentive service available when they need it.
That thinking has shaped Fraser Suites Reserve. We have brought together private, very well-appointed guest rooms, personalised serviced and curated wellness and lifestyle experiences, so that guests can make every stay with us their own, rather than to have a generic stay experience.
Another shift that we have seen in luxury is that it is not always about adding more. It is about giving guests greater choice, protecting their privacy and making their time away feel worthwhile and memorable.
How is wellness becoming part of the everyday serviced-living experience?
At Frasers Hospitality, wellbeing is viewed as an integral part of everyday living rather than an occasional activity. Taking care of our guests’ wellbeing means supporting how they rest, move, recover, and connect. This philosophy is driven by the understanding that wellbeing is built through consistent daily habits, which guests increasingly want to maintain while travelling.
To support this, Frasers Hospitality launched The Wellness Edit, a global programme, co-developed with a longevity expert, that integrates small, practical, and repeatable wellness practices naturally into everyday life and sustained throughout a stay.
At Fraser Suites Reserve, the House of Rejuvenation provides a dedicated environment for recovery and renewal, pairing therapist-led treatments with advanced wellness facilities including thermal pools, cold plunges, compression therapy, dry flotation therapy, and red-light therapy.
What role will Fraser Suites Reserve Bangkok play in the group's future growth?
Fraser Suites Reserve Bangkok sets the benchmark as the brand’s global debut, presenting the most elevated expression of the Fraser Suites portfolio. It represents the next strategic step in strengthening Frasers Hospitality's portfolio, building on our longstanding expertise in extended stays while responding to the evolving expectations of affluent travellers.
Fraser Suites Reserve is created for discerning global travellers who seek the privacy, ease and familiarity of home, complemented by the service and standards of luxury hospitality. Anchored in the belief that time is the ultimate luxury for today’s global professionals, the brand is defined by personalised experiences, holistic wellness and cultivated connections. These are expressed through the physical product, serviced experience and signature spaces such as the House of Rejuvenation and Club Frasers.
As the global flagship, Fraser Suites Reserve Bangkok will establish the benchmark for the brand and showcase what luxury serviced living can look like for today's sophisticated, well-travelled guests.
Fraser Suites Reserve will grow selectively in markets where there is a strong demand for luxury hospitality and where the location and property can support the brand’s elevated positioning.
Related: Frasers Hospitality unveils new luxury brand Fraser Suites Reserve