19 July 2014

SilverNeedle Hospitality launches second Sage Hotel in Perth

Source: SilverNeedle Hospitality.
Singapore-based SilverNeedle Hospitality has added a second Sage Hotel in Perth, Western Australia, just a month after the company announced the launch of the upscale Sage Hotel brand, with a hotel in Brisbane.

“Sage Hotels cater to an important group of business travellers who desire a stable and uncomplicated life as they conduct their business in unfamiliar cities; a vision that is fast gaining traction with owners,” said Iqbal Jumabhoy, Managing Director & Group Chief Executive Officer at SilverNeedle Hospitality. “This agreement also expands our footprint in Western Australia, where we are confident of the market’s fundamentals.”

Situated in West Perth near the Central Business District, the second Sage Hotel will comprise 101 rooms as part of a two-building site that will include a modern boutique hotel adjoining a renovated heritage building.

Australian Development Capital, a private fund manager that specialises in acquiring and managing property investment and development assets, bought the heritage building and the adjoining apartments in 2013. It will build the new hotel and renovate the heritage building. The heritage building, which used to house the former Julio’s Restaurant, will consist of a restaurant, meeting rooms and several heritage rooms. The hotel is scheduled to open in March 2016.

“When we bought the property, we had the vision of creating a modern hotel that will incorporate elements of the heritage building to provide a unique accommodation offering for the inner city market,” said Adam Zorzi, Director at Australian Development Capital. “We found the perfect partner in SilverNeedle Hospitality and are confident the Sage Hotels brand will provide the best blend of the modernity and heritage for the property.”

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. Sage Hotels are located in primary and secondary urban cities in Asia Pacific in the central business district (CBD) and CBD fringe areas near primary transportation hubs.

Guests at Sage Hotels 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.

Apart from Sage Hotels, SilverNeedle Hospitality also operates the SilverNeedle Collection of boutique hotels, NEXT Hotels, Chifley, Country Comfort, Australis and Sundowner brands. In Western Australia, SilverNeedle Hospitality also manages the 99-room Country Comfort Inter City.