Singapore-based budget-hotel booking startup RedDoorz has added a new brand to its portfolio, SANS, as part of the company’s strategy to grow into the “largest new-age hospitality company in South-east Asia”.
Described as “a trendy, economy lifestyle hotel brand” SANS, derived from the Indonesian word santai (meaning to chill), aims to provide accommodation at a low price. Properties will feature trendy furnishings and amenities.
The brand will be rolled out next month, initially in Indonesia, with five new properties targeted by end of the year.
SANS is the company’s second brand launch this year. In January RedDoorz introduced KoolKost, dubbed “an affordable, long-term fully managed community living service that allows customers to rent rooms under flexible leases”.
RedDoorz said it will “undergo a major rebranding exercise in 1Q21 as part of its new positioning” as a multi-brand accommodation platform, adding in economy lifestyle, mid-scale and extended stays segments. The exercise will include a redesigned app with easy access and navigation to the different accommodation brands. There will also be a loyalty programme for guests to earn points, redeem discounts and enjoy partner offers and benefits.
“We’ve had a great journey over the last five years growing RedDoorz into the region’s number one hotel brand,” says Amit Saberwal, founder and CEO of RedDoorz.
"We are now getting ready for our next phase of growth, and despite COVID-19 we remain deeply committed to South-east Asia’s hospitality potential. Once the pandemic gets behind us we will be the first hospitality company in our part of the world to spring back into full growth mode again thanks to everything we’ve done during this challenging year."
* This article originally appeared on WebInTravel.