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NIDA Rooms undergoes restructuring, marketing budget remains untouched

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NIDA Rooms is in the process of restructuring its existing business model, which also saw the exit of its three senior employees. In fact, the restructuring exercise first started "quietly" back in July last year, but is in full swing now.Speaking exclusively to A+M, Kaneswaran Avili, NIDA Rooms CEO and co-founder revealed that as part of its latest strategic move, where the company plans to launch its own NIDA budget hotel soon. With the new offering, it aims to be the largest budget hotel chain in Southeast Asia in the next three years, penetrating countries such as Indonesia and Thailand.Having started with soft partnership with over 4000 hotels in Southeast Asia, Avili said NIDA Rooms is now focusing on deeper integration with its hotel partners, and will roll out new product offerings to attract more customers and hoteliers. Avili said the company will announce more details soon.He confirmed that three senior employees have since departed the organisation. This includes senior vice president of marketing at NIDA Rooms, Carmen Wong; chief technology officer Sudhakar Kondisetti; and chief financial officer Jason Lee. He added that the company is not looking for replacements at the moment.Avili told A+M the restructure will not see a change in marketing budget. Since Wong's departure, marketing duties have been handled by marketing manager Goh Ai Phing. NIDA Rooms does not have a stable roster of agencies. However it worked with Leo Burnett Malaysia in February, on a project basis, to tell hotel customers to get out and live.On the departure, Avili said:"They joined NIDA Rooms to help me to kick start the business and now that we are in stable position, they have also moved on to pursue their own dreams. I am grateful to them. The company, just like any other startup, have and will continue to restructure until we are happy with the productivity, innovations and performance. It's a continuous trial and error."Meanwhile, Wong told A+M that she is taking a short break before embarking on her new role and adventure. She joined NIDA Rooms in September 2016 and left in May this year. Back in Nida Rooms, Wong reported to Avili, in which she was leading the overall marketing, advertising and public relations divisions covering Malaysia, Indonesia, Thailand and the Phillippines.Prior to that, she was a general manager at McCann Erickson Malaysia. In fact, the marketing veteran was also the chief commercial officer for AsiaAsia BIG Loyalty programme back in 2014 and, for the period May 2006 to July 2009, Wong was the head of marketing at AirAsia. 

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