Frasers Hospitality Expands Capri by Fraser Brand to Meet Rising Demand from Millennial Travellers
In line with the plan to meet the rising demand from millennial travellers, Frasers Hospitality, a division of Frasers Centrepoint Limited, is expanding its Capri by Fraser brand footprint with the opening of Capri by Fraser Berlin.
Capri by Fraser Berlin marks Frasers Hospitality’s seventh operating Capri-branded property globally and the second in Germany. Frasers Hospitality is on track to expand the brand to a total of 16 cities over the next four years. These cities include Leipzig, Shenzhen, Wuhan, Jakarta, Johor Bahru, Balikpapan, Kalkara and Gurgaon.
“We are thrilled by the positive response to the Capri by Fraser brand across the globe. It was created to cater to the evolving lifestyle needs of millennial travellers. Millennials are choosing Capri by Fraser as the brand offers them holistic lifestyle and wellness options, reassuring safety and a prime location. As one of the largest generations in history, millennials are currently spending an average of $200 billion on travel each year, and their travel spending is set to increase as they enter their prime working and spending years . We look forward to strengthening the Capri by Fraser network in the coming years to tap into the growing demand for quality accommodation options that are tailored to this target market,” Mr Choe Peng Sum, Chief Executive Officer of Frasers Hospitality said.
"With 12 new properties1 in the pipeline, we will be taking the brand into new cities including Leipzig, Shenzhen, Wuhan, Jakarta, Johor Bahru, Balikpapan, Kalkara and Gurgaon over the next four years. We will also anchor our presence in key gateway cities such as Singapore and Kuala Lumpur with the addition of new Capri by Fraser hotel residences in these cities. This will extend the Capri by Fraser portfolio to 19 properties1 with over 4,000 keys by 2021,” he added.
Research has shown that milllennial travellers demand authenticity which is underpinned by culture originality . Capri by Fraser Berlin, located in the city centre, is designed to meet this demand. The 143-unit hotel residence draws inspiration from its strategic location in Scharrenstraße, Berlin’s historic centre. This is conveyed through a unique design concept that taps into a plethora of historical influences in the creation of modern, stylish and urban living spaces.
Within the unique property is an archaeological excavation site that was discovered by chance during construction, which is now carefully preserved and showcased through a glass floor. Swings are installed above the excavation site to offer guests a playful and novel way of engaging with this historical landmark. In addition, the apartment decor adopts the same approach by juxtaposing symbols of modernity, such as current city maps, with historical graphics of iconic buildings. Furthermore, the ceiling structure of Capri by Fraser Berlin takes cues from classic architectural styles, and is accented by rich gold and warm colours that create a relaxed, convivial ambience.
The Capri by Fraser brand caters to the needs of the e-generation, evident by its offerings at all hotel residences. The Spin & Play concept, resisting the usual expensive hotel laundry model, provides laundrettes with the latest games consoles, kickboxing and other activities for the millennial traveller. Guests have further options to de-stress at the 24-hour gymnasium or at the all-day dining restaurant, bar and deli. Meeting and conference facilities are also equipped with the latest audio-visual capabilities including interactive touch-screen panels and integrated whiteboard-projector features. Furthermore, local activities can be customised for guests seeking an authentic and unique experience.
Core to millennials and Capri by Fraser DNA is technology. Apart from state-of-the-art meeting and conference facilities, Capri by Fraser is developing a suite of technological initiatives to offer guests an unforgettable stay, where cutting-edge technology is seamlessly integrated into the travel experience at every possible touchpoint.
“The new addition in Germany follows the positive reception to Capri by Fraser Frankfurt, which opened in 2015. Berlin is an attractive destination for both corporate and leisure travellers, and the dynamic German city recorded more than 31 million overnight stays in 2016 . As Germany’s capital, Berlin benefits from the country’s strong economic growth as the fastest growing advanced economy in 2016 , as well as Germany’s reputation as the most attractive business location in continental Europe, with foreign direct investment (FDI) reaching USD$31.7 billion in 2015 . Thus, we are confident that the selection of studio and one-bedroom fully-furnished hotel residences at Capri by Fraser Berlin is well-positioned to meet the demands for great value, constant connectivity and personalised service amongst today’s travellers,” Mr Choe continued.
Conveniently situated in the heart of the vibrant German capital, Capri by Fraser Berlin offers easy access to international organisations, cultural attractions and popular tourist destinations. Numerous public transportation links are also available in the vicinity, with the closest underground station being 4 minutes away, while the Ostbahnhof train station is 10 minutes away.
Frasers Hospitality’s global portfolio, including those in the pipeline, stands at 148 properties1 in more than 80 cities with over 23,600 keys worldwide.