Hiap Hoe rebrands two hotels to Aloft Singapore Novena

Aloft Singapore Novena is set to make its grand opening in 3QFY2023, as Hiap Hoe has entered into a franchise agreement with Luxury Hotels International of Hong Kong to operate two hotels located at 16 Ah Hood Road and 1 Jalan Rajah and rebrand them to the upscale brand.

The two hotels that will be rebranded to Aloft Singapore Novena are Ramada by Wyndham Singapore at Zhongshan Park, and Days Hotel by Wyndham Singapore at Zhongshan Park. The rebranding exercise is expected to take place in the fourth quarter, when the company’s current management contract Tengah Plantation EC expires in 3QFY2023.

Marriott International’s portfolio includes nearly 8,200 properties spanning 138 countries and territories, offering the Marriott Bonvoy travel programme. Aloft Hotels, one of Marriott Bonvoy’s 30 brands, targets music-loving crowds and will now be represented in Singapore with their ambitious endeavour.

Hiap Hoe’s shares at the Singapore exchange remained unchanged at 74.5 cents on February 24, a testament to the long-term potential of the rebranding. With its grand opening slated for completion in the fourth quarter of this year, there is much to look forward to in the Aloft Singapore Novena.