Page 24 - February 2020

he hotels of St Giles are the hidden gems of the
Home Away T into something out of the ordinary. Grouped by Germany, Portugal, Spain, Poland and “Our people, who we also
cities they serve, creating new and innovative
Bulgaria. In the UK, we are looking
refer to as our family, are
at development in Birmingham,
experiences for guests that turn your average trip
the key drivers behind the
Liverpool and Manchester.”
Location and the culture of the
the three different levels of excellence, the company’s hotels
success of the company”
city, as well as the style and energy
offer true value but not at the expense of personality or style.
From Home its three tiers. In the mid-range there are three hotels, two of of the property is what initially
The portfolio currently consists of eight properties across
attracts them to new properties, whilst they keep their current
these are in UK, St Giles London and St Giles Heathrow and
locations attractive and exciting by embracing the local energy
of its surroundings. Tan says that the hotel experience is unique
one is in the Philippines, St Giles Makati. A further three are
classed as premium hotels, two are in Malaysia, The Boulevard
design, décor, food, guest perks and special offers.
- A St Giles Hotel in Kuala Lumpur and The Wembley - A as they create a sense of place by infusing local influences in
St Giles Hotel in Penang and one is in Australia, The Tank Guests remain loyal to the brand and its destinations because
Stream - A St Giles Hotel in Sydney. The final two are upscale of the very friendly and welcoming staff, as many of them have
hotels and these are situated in USA, The Tuscany – A St Giles been there for several years and have built strong relationships
Signature Hotel in New York and in Malaysia, The Gardens – in this time. The excellent and convenient locations have played
A St Giles Signature Hotel in Kuala Lumpur. a big part in this customer loyalty, as well as the personalised
“The past year has been one of preparation, strategizing service guests receive when they stay at a St Giles location.
and planning for what is to come in 2020 and onwards in “Our people, who we also refer to as our family, are the
terms of growth, development and perception of the brand key drivers behind the success of the company. Their values,
and portfolio,” explains Abigail Tan, CEO of St Giles Hotels. commitment and love are the heart of what make this
“We have embarked on a rebranding programme that business successful,” says Tan.
will redefine and reinvigorate the St Giles brand, as well Next year will see St Giles launch its eShop, a platform that
as launching a sub-brand which will clarify our mid-range will allow creators within each of its communities to sell its
category – all the while maintaining the existing culture, unique creations, while benefitting local charities. As for its social
personality and energy that the current properties exude.” media output, they are long term embracers of the medium as
In the first months of next year the business will launch important channels to communicate with its guests. The brand
its ninth property, a new premium property in SouthKey - recognises that the modern traveller engages many channels
the newest business district of Johor Bahru, Malaysia. Ideally and touchpoints when making travel decisions and they aim to
located near the border of Singapore and Malaysia, the hotel be present at every micro-moment of influence.
will be part of a mixed-use development project by the The ethos of St Giles is providing a warm and friendly
parent company of St Giles Hotels, IGB and will offer guests home-away-from-home in a convenient location at a great
the full experience in 575 rooms. value for a fulfilling and inspiring guest experience.
Next year will also see the launch of its portfolio wide “The ever-evolving hospitality scene – from design to guest
loyalty programme. The programme will be recognising and demographics – is a key topic which keeps us on our toes.
rewarding guests with exclusive perks and members-only However, we get excited about this challenge as it forces change,
experiences localised to the destination of each of its hotels. adaptation and flexibility in an industry that can be rigid and at
Looking forward, Tan explains what markets the brand is moments behind the times. Our challenge is how we can continue
currently aiming for. “My main focus from 2020 onwards is to attract the best workforce and instil in our team a passion for
Europe and the UK’s main cities. The European focus will be on hospitality that goes far beyond clocking in and out,” Tan concludes.

THE TUSCANY THE GARDENS
New York, US Kuala Lumpur, Malaysia

ST GILES HEATHROW London, UK THE WEMBLEY Kuala Lumpur, Malaysia
THE BOULEVARD

Penang, Malaysia

St Giles Hotels offers travellers a growing collection of centrally and strategically

located, individual and inspired hotels in the heart of major cities. Here, we take
the opportunity to sit down with Abigail Tan, CEO of the company to learn more

and find out about what’s in the pipeline.

24 RETAIL & LEISURE INTERNATIONAL FEBRUARY 2020