2 June 2014

SilverNeedle Hospitality launches upscale Sage Hotel brand for business travellers

Singapore-based SilverNeedle Hospitality has launched a modern upscale hotel brand that caters to the business traveller, Sage Hotel, with its first Sage Hotel to be situated in Brisbane, Australia. 

“At SilverNeedle Hospitality, we recognise there is an important group of business travellers who desire a stable and uncomplicated life as they conduct their business in unfamiliar cities,” said Iqbal Jumabhoy, Managing Director & Group Chief Executive Officer at SilverNeedle Hospitality. “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.” 

The brand promise of Sage Hotels, The Complex Made Simple, the Simple Made Special, focuses on the guests’ desire for simplicity. Its typical guests comprise the small business owner or entrepreneur, or a senior manager or family breadwinner.  

“Every stay at our Sage Hotel will bear the hallmarks of simplicity, familiarity for these guests who want to feel at home, while at the same time offering our guests uncompromised quality,” said Jumabhoy.  
Guests at Sage Hotel will enjoy the Fair Value Promise of competitive room rates, free Wi-Fi and free local calls. Mini bar items will be priced at 30% above local convenience stores, and laundry services priced at just 20% above street pricing. Another brand standard that all guests will enjoy is the SilverNeedle DreamWeave Sleep System, which consists of the highest quality pillow-top mattress with gel-infused memory foam, Egyptian Cotton 300 thread count per inch linens, and a selection of premium pillows.
The first Sage Hotel is in Fortitude Valley, northeast of Brisbane’s Central Business District (CBD), true to the Sage Hotel positioning of being located in primary and secondary urban cities in Asia Pacific in CBD and CBD fringe areas, near primary transportation hubs. It will comprise 111 rooms when it is refurbished from two storeys of the heritage landmark known as TCB. 
Source: Silverneedle Hospitality. Sage Hotel Fortitude Valley.

The TCB building dates back to 1902, when it was a department store operated by Irish draper Thomas Charles Beirne, and was acquired by Forwin International Investments in 2003. The three-storey building houses about 22 tenants including eateries and boutiques on the first floor, with the remaining storeys leased as offices. Forwin International will convert the office space to Sage Hotel Fortitude Valley, which 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 at 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 Hotel Fortitude Valley is SilverNeedle Hospitality’s second commitment to Brisbane, following NEXT Hotel in the CBD which will open later this year. SilverNeedle Hospitality also operates the SilverNeedle Collection of boutique hotels, Chifley, Country Comfort, Australis and Sundowner brands.