Travelmole.tv recently caught up with SilverNeedle Hospitality CEO Iqbal Jumabhoy at ITB Asia Singapore to talk about the company’s vision and brand strategy.
Silverneedle is a fairly new investment, management and development business with ambitious plans and has a portfolio of over 60 hotels comprising 4,000 keys.
Jumabhoy acknowledged that they ‘probably have too many brands.’
"We have a range of brands including the Silverneedle Collection – award winning luxury boutique hotels to the newly launched Next Hotel brand, the first of which is a wholly owned property recently opened in Brisbane.
"We also have brands such as the upscale Chifley and Sage, upper midscale Country Comfort brand and the midscale Australis," he said.
Silverneedle properties are located in Thailand, Laos, Australia and New Zealand.
"I think it is inevitable that we will consolidate some of the brands. Unless you grow very rapidly, the cost of maintaining a number of brands can be prohibitive.
"We have a two-pronged approach: One is to grow the business, and the second is to look at our brands and select operating strategies for them," Jumabhoy added.
Click here to view the video interview.
