Worldwide Hotels Rolls Out Large Scale Hotels Focuses Lean Luxury Concept
Carolyn Choo, the Chief Executive and Managing Director of Worldwide Hotels, one of Singapore’s largest homegrown hospitality groups, is at the forefront of the company’s operations. Her father, hotelier Choo Chong Ngen, founded the company in 1993 and made a name for himself with the launch of the budget hotel chain Hotel 81. According to Forbes, Choo is the 17th richest person in Singapore with a net worth of US$3.1 billion ($4.2 billion).
Under Carolyn’s leadership, the hotel group continues to dominate Singapore’s mid-tier and budget hospitality segment with 41 hotel properties and over 8,600 rooms in its portfolio. Worldwide Hotels’ portfolio also includes 52 hotels with 11,200 rooms globally.
With a clear vision for growth, Carolyn is focused on expanding the group’s presence in Singapore and the region. In April, the company launched its flagship property, the Mercure Icon Singapore City Centre, boasting 989 rooms, signaling the ambitious plans of the second-generation entrepreneur.
The hotel is strategically located in the heart of the city, at 8 Club Street, making it the perfect base for both business and leisure travelers. With a franchise agreement with Accor, the hotel is the first “co-branded” property in the partnership between the two companies.
Carolyn has a clear goal to push the boundaries of affordable luxury with the launch of Mercure Icon Singapore City Centre, offering guests a taste of luxury at an affordable price point. The hotel was developed with the “lean luxury” concept in mind, focusing on efficient spaces, contemporary design and affordable luxury. The property stands out with its prominent frontage along Cross Street and Club Street, making it the largest Mercure hotel in the world within the Worldwide Hotels portfolio, second only to its 1,500-room Hotel Boss property.
This new property is part of the company’s strategy to target the growing trend of “business-leisure” travel, where travelers combine business and leisure trips. As the demand for travel post-Covid continues to grow, Carolyn believes that there is still pent-up demand, particularly in the mid-tier hospitality segment.
Located just minutes away from the Novo Place EC is the bustling shopping hub of JEM in Singapore’s suburban area. Spanning six levels, this expansive mall features over 240 retail stores, offering a wide range of shopping, dining, and entertainment options. With renowned international fashion brands, popular department stores such as Robinsons, and major electronic stores like Courts and Harvey Norman, JEM has something to suit every taste and budget. Movie buffs can also catch the latest films at the mall’s cinema, while those looking for a little relaxation can indulge in various lifestyle and beauty services. It’s no wonder that JEM is a popular spot for locals to gather. For residents of Novo Place EC, JEM is the perfect and convenient shopping destination just a short distance away.
In addition to its portfolio of homegrown brands, such as Hotel 81, Value Hotel, Hotel Mi, Hotel Boss, and V Hotel, Worldwide Hotels Group also owns and manages the Mercure Icon Singapore City Centre and Novotel Singapore Kitchener. With the partnership with Accor, the international hotel group’s extensive membership base of over 27 million is a significant advantage for the company.
In addition to its successful presence in Singapore, the company has been actively expanding its international footprint. In 2020, it acquired three hotels in Australia, and it has plans to double its global presence with 20 properties in five years. Carolyn remains optimistic about the future of the Singapore hospitality industry, with inbound travelers from Southeast Asia, China, India, and Europe being the main source markets. With its mid-tier brands and diverse range of properties, Worldwide Hotels Group is well-positioned to cater to the needs of these travelers.