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SilverNeedle Unveils New Upscale Hotel Brand


June 3, 2014

Published on Jun 3, 2014

Sage Hotels promises "uncomplicated" services for business travellers

Singapore-based SilverNeedle Hospitality has unveiled a new upscale brand, Sage Hotels.

Travel Daily AsiaThe new product, which focuses on business travelers, will debut in Australia, following the conversion of a heritage building in Brisbane.

According to SilverNeedle, the new Sage Hotels brand "focuses on the guests' desire for simplicity" with "competitive room rates".

Guests at Sage Hotels will be offered free Wi-Fi and local calls, minibar items priced at 30% above local convenience store rates, and laundry services at 20% above street pricing. All rooms will come equiped with SilverNeedle's 'DreamWeave Sleep System' beds.

The company said Sage Hotels will be rolled out to "primary and secondary urban cities in Asia Pacific", including "areas near primary transportation hubs".

"At SilverNeedle Hospitality, we recognize there is an important group of business travelers who desire a stable and uncomplicated life as they conduct their business in unfamiliar cities," said Iqbal Jumabhoy, managing director & group CEO at SilverNeedle. "Not only is the Sage Hotel designed to fulfill the needs of this group, it also complements our suite of offerings that includes six other brands. Our intention is to develop the Sage Hotel brand throughout Asia Pacific in the upscale segment."

Located in Fortitude Valley, northeast of Brisbane's CBD, the first Sage Hotel will comprise 111 rooms covering two floors of the renovated three-storey TCB building, which dates back to 1902. The hotel is scheduled to open 18 months after the refurbishment is complete.

"We are excited that our heritage building will house the new Sage Hotel brand," said Gavin Tseng of Forwin International. "As owners of TCB, an iconic building with a rich history, we align ourselves with brands that have strong prospects for long-term business growth".

Sage Hotels joins SilverNeedle's existing brand portfolio that includes Next Hotels, the SilverNeedle Collection, Chifley, Country Comfort, Australis and Sundowner.

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