Japanese Hospitality Giant Seibu Prince Hotels Worldwide Expands Singapore
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Seibu Prince Hotels & Resorts, a subsidiary of Seibu Holdings listed on the Tokyo stock market, marked its debut in Southeast Asia on September 3 with the opening of Park Regis by Prince Singapore. The hotel, located in the Clarke Quay area on Merchant Road, has 203 guest rooms and has undergone extensive renovations before its relaunch.
One of the key features of the refurbishment is the inclusion of complimentary high-speed Wi-Fi and smart TVs with casting capabilities in all guest rooms. The hotel has also made a conscious effort to reduce the use of single-use plastics, replacing them with sustainable alternatives.
According to Seibu Prince Hotels Worldwide’s director of global brand and communications, Alex Barnett, the hotel’s base room rates have increased following the upgrades and rebranding exercise. The basic nightly rate, which was previously around $200, has now risen to $230 per night.
Park Regis by Prince Singapore offers four different room categories, ranging in size from 215 sq ft to 463 sq ft, to cater to both business and leisure travellers in the mid- to high-tier range. It is the first Park Regis hotel to be rebranded under the Seibu Prince brand.
Exporting Japanese Hospitality
Seibu Holdings is one of the largest hospitality conglomerates in Japan, with over 50 hotels, 25 hot spring facilities, and 28 golf courses under its operation. President and CEO of Seibu Prince Hotels Worldwide, Yoshiki Kaneda, shares that there is a growing demand for Japanese-style hospitality in the luxury segment overseas, and the group is well-equipped to meet this demand. With over 80 years of experience in the Japanese hospitality industry, the company is confident in its ability to deliver exceptional service.
Steven Tang, general manager of Park Regis by Prince Singapore, defines Japanese-style hospitality, also known as omotenashi, as being characterized by anticipation, selflessness, and sincerity. As part of their efforts to enhance the guest experience, the hotel has introduced digital room keys, a first for the hotel chain.
Tang explains that they have observed that business travellers do not want to wait in line at the front desk to check-in, hence the introduction of this feature. Guests can now check-in through the hotel’s app and proceed directly to their rooms. Other guest-centric features include an AI chatbot on the hotel’s app, which assists guests with service requests, flight details, and provides a list of nearby attractions.
Seibu Prince has also started sending its Japanese staff overseas to train local hotel employees. An example of this is The Prince Kitano New York, where 12% of the staff are from Japan, including a team of master chefs.
Brand Expansion
The relaunch of Park Regis by Prince Singapore is part of Seibu Holdings’ strategy to expand its flagship Prince brand beyond Japan. In April, the company consolidated its three international subsidiaries, Seibu Prince Hotels Worldwide, StayWell Holdings, and Prince Resorts Hawaii, under a single identity: Seibu Prince Hotels & Resorts.
In 2017, Seibu Holdings acquired the Park Regis and Leisure Inn brands by purchasing Australian hotel operator StayWell Holdings for A$50 million. At the time of acquisition, StayWell had a portfolio of 30 hotels across seven countries. Park Regis by Prince Singapore is the first Park Regis hotel to be rebranded under the Prince name.
According to Kaneda, the group will focus on expanding its presence in Asia and Southeast Asia. He shares, “We would like to establish our Prince hotels in capital cities like Singapore, Bangkok, Kuala Lumpur, and Jakarta.” The brand’s presence in Southeast Asia will be further expanded with the opening of Park Regis by Prince Menteng in Indonesia in early 2025 and The Prince Akatoki Riverside Bangkok in Thailand by the end of next year.
Outside of Asia, the group opened its first property in the continental US in February. Formerly known as The Kitano Hotel New York, the property was relaunched as The Prince Kitano New York after undergoing a renovation of its 150 accommodations. It is located near popular landmarks such as the Grand Central Terminal, the Chrysler Building, and the Empire State Building. According to Barnett, Seibu Holdings owns and operates the property.
With the aim of reaching 250 hotels by 2035, Seibu Prince Hotels & Resorts hopes to triple its current portfolio of over 80 hotels globally. As Kaneda shares, “Our target is to have 100 hotels in Japan and 150 hotels internationally.” Currently, the group operates over 50 hotels in Japan and 33 hotels outside Japan in 11 countries, including China, Hawaii, Taiwan, Australia, and the UK.