The South Beach hotel in Singapore to open in April

Source:Global Times Published: 2015-1-15 19:13:01

Aloysius Lee, CEO of South Beach Consortium, is promoting The South Beach hotel which is set to open in Singapore in April. Photo: Courtesy of South Beach Consortium

Aloysius Lee, CEO of South Beach Consortium, together with the Sales and Marketing team of The South Beach (Singapore) have recently wrapped up a short tour in Beijing and are headed for Tokyo in Japan, Taipei and Hong Kong to continuously promote the new 654-room hotel located in the heart of Singapore's business district.

The South Beach is set to open its doors in April, and no one knows better than Lee when it comes to doing what it takes to have a successful hotel opening. During his eight-day tour to four major cities in Asia, he promoted The South Beach, which features state-of-the-art facades that blend seamlessly with four energy conservation buildings. As an independent luxury hotel brand of City Developments Limited, a leading Singapore-listed international property and hotel conglomerate, The South Beach stands out among its competitors for several reasons.

Designed by renowned French designer Philippe Starck, the hotel is located in the south district of Singapore and offers guests  convenient access to several major roads, expressways, as well as the Esplanade and City Hall MRT (Mass Rapid Transit) stations. The site gives guests an unobstructed and expansive view of Marina Bay.

The South Beach boasts eco-friendly design with solar thermal panels on its rooftops to provide heat and electricity, as well as a waste heat recovery system. To help save water, The South Beach utilizes water-efficient fittings and fixtures throughout the hotel, and rainwater is collected from the towers and recycled for irrigation for the surrounding landscape. The sustainability of The South Beach is considered to be at the highest standard in the hotel industry in Singapore.

One of the many highlights of The South Beach is its new "H.I.P." hotel concept which stands for Highly Individualized People and Places. After spending years in the hospitality industry, Lee noticed that hotels were basing their concepts around a consumer behavior termed "alone together," where guests preferred to work and relax in communal spaces.

"A fine example can be observed at Starbucks, where many customers are alone and do not know each other, but they want to drink in the same space together," said Lee. "This behavior can be seen in other various cases and spaces as well."

Lee said his cousin didn't understand why the rooms were small at the Hudson Hotel in New York in the US and that there were many people lining up for drinks in the lobby. But Lee explained that the hotel's large public areas for relaxing and working contributed to it being one of the trendiest hotels in the city.

Correspondingly, The South Beach is designed with spacious communal spaces to meet this need.

"Take one day to experience The South Beach, and you will see the difference," Lee said.



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