Parkroyal Collection debuts in Malaysia as social hub for travellers

Parkroyal Collection, a sustainability-focused brand under Pan Pacific Hotels Group, has entered Malaysia with the launch of a mixed-use complex in Bukit Bintang. The complex also houses Pan Pacific Serviced Suites, which are luxury suites that offer long-stay guests city convenience and the hotel brand's services. 

Cinn Tan (pictured below), the Group's chief sales and marketing officer, explained to A+M that it was eager to grow its presence in Malaysia, given how the country is a prime tourism and business travel destination. In fact, Malaysia was its choice for the first Parkroyal Collection out of Singapore as Kuala Lumpur is a key leisure and MICE hub, where the modern generation of guests and corporate clients will be seeking new and inspiring accommodation with an eco-wellness focus, Tan added.

Parkroyal Collection Kuala Lumpur's marketing team is led by Wee Chee Jiuan, director of sales and marketing, and comprises four marketing associates. Tan told A+M that Pan Pacific Hotels Group welcomes dedicated associates who are passionate and responsible for sustainability, service, and the community. "We are looking for talents who are committed, and can bring creativity to the table, with an open mind to explore new ideas for the guest experience," she explained. 

The Group will position Parkroyal Collection Kuala Lumpur as a social hub for travellers today. According to Tan, social and corporate events will also be enhanced with the hotel’s versatile event spaces, with celebration curators, epicurean menus and settings to create events. "Guests can gather over gourmet delights in three innovative dining venues: the culinary theatre of Thyme, a celebration of Malaysian diversity and local flavours at The Botanist Lounge and Bar, and the serene terrace lounge Skye Chill," she said.

The launch of Parkroyal Collection Kuala Lumpur adds to the Parkroyal Serviced Suites in Kuala Lumpur and Parkroyal Penang Resort. Among the Group's 2022 plans for Malaysia include Pan Pacific Serviced Suites Kuala Lumpur and Parkroyal Langkawi Resort.

To market the Parkroyal Collection brand in Malaysia, the Group will focus on driving direct bookings to its website and leverage its loyalty programmes - Pan Pacific Connections and Pan Pacific Discovery - to extend exclusive privileges to its clients. It will also continue to work through its network of global accounts and corporate clients, with whom the brand has fostered a strong relationship over the years.

"Now that travel is opening up, this is a crucial opportunity to drive our brand visibility in our key source markets, who can now travel more easily into Malaysia and Singapore," she explained. The Group will also organise and participate in trade and corporate networking events to connect with clients and build greater awareness of its hotels. 

While Parkroyal Collection's first foray into Malaysia is definitely one to be celebrated, the Group also encountered challenges along the way, one of them being labour shortage. According to Tan, the Group will require greater manpower across all positions, from housekeeping to service staff. Additionally, there will be strong competition as hotels vie for both employees and guests, given that the labour shortage has impacted the hospitality industry globally.

That said, there is still a silver lining for Parkroyal Collection as the brand is leveraging the opening of Malaysia's borders to recruit from key labour markets around the region. Tan anticipates that this will come in time as more tourism arrivals pick up for Malaysia in the second half of 2022. 

The new hotel marks the Parkroyal Collection brand‘s first launch beyond Singapore’s shores. Parkroyal Collection Marina Bay, Singapore claims to be the country’s first “Garden-in-a-Hotel”, according to its website. Located in the central business district and the Marina Bay area, the hotel is touted to be a hallmark of a destination hotel for travellers seeking unique experiences.

When asked about the similarities and differences between the Singapore and Malaysia markets, Tan told A+M that its Parkroyal Collection properties across both countries bear the hallmarks of the lifestyle luxury brand. Defined by "iconic design, sustainable features, and wellness-focused offerings", she explained that guests can anticipate green standards across the hotels, such as wellness facilities, in-room filtered water dispensers, sustainably sourced ingredients, and no single-use plastics. 

The differences lie in the offerings that it provides guests. In particular, Parkroyal Collection Pickering boasts 15,000 square metres of high-rise gardens, and Parkroyal Collection Marina Bay touts more than 2,400 indoor trees, shrubs and groundcovers. This is different from Parkroyal Collection Kuala Lumpur which features a vertical garden façade incorporating sky planters and roof terraces showcasing 13,000 square feet of foliage.

Additionally, Tan added that the procurement aspect of farm-to-table dining for both markets was different. In Singapore, the brand grows an extensive urban farm of more than 60 varieties of vegetables and herbs, supplying up to 20% of green ingredients, while Malaysia's Parkroyal Collection Thyme restaurant is able to sustainably source from a wealth of locally harvested seasonal ingredients. 

Mr Choe Peng Sum, CEO of Pan Pacific Hotels Group, said: “We are proud to grow our footprint of sustainable hospitality beyond Singapore. Our opening of Parkroyal Collection Kuala Lumpur is timely as travellers are pursuing new experiences that can reconnect them with nature and rejuvenate their being. In our global expansion, Pan Pacific Hotels Group continues to push for more eco-conscious hospitality experiences around the world.”

According to the brand, Parkroyal Collection Kuala Lumpur exudes inspiring design through its earthy tones and wooden finishes, which is a signature of the Parkroyal Collection brand. Providing a lifestyle experience within a luxurious setting, its architecture and interiors are helmed by architect firms DP Architects and FDAT, the design practice behind Parkroyal Collection Marina Bay, Singapore. It also added that the hotel features environmentally conscious operations including sustainable bathroom amenities, biodegradable packing, filtered drinking water solution in every guestroom, as well as a food-waste management system. 

Among the amenities that Parkroyal Collection bolster includes an all-day-dining restaurant, Thyme (pictured right), with a gastronomical theatre concept. According to the brand, it serves up authentic Asian and International cuisines using sustainably sourced local seasonal ingredients. In addition, guests can also relax in The Botanist Lounge & Bar, a modern lifestyle space that draws inspiration from nature, as well as the Skye Chill pool bar. Parkroyal Collection Kuala Lumpur will also have a holistic wellness floor comprising St Gregory spa, a modern gymnasium and fitness studio, as well as an outdoor swimming pool.

Separately, on the loyalty front, Pan Pacific Hotels Group revamped its loyalty programme Pan Pacific DISCOVERY, as part of the Global Hotel Alliance’s reimagination of the DISCOVERY loyalty programme last year. As part of the revamped loyalty programme, members experienced more benefits, such as the introduction of a new digital rewards currency, DISCOVERY Dollars (D$), as well as additional discounts on room rates and dining experiences, among others. In addition, members moved up with faster tier progression and earned D$ on premium hotel amenities and experiences. According to the brand, the revamp was a significant shift from its previous programme, which offered member recognition based on stays and accumulated room nights.

Meanwhile, the Group is currently working with integrated communications consultancy PRecious Communications for PR strategy, planning and counsel in Asia Pacific. Pan Pacific Hotel Group's spokesperson told A+M in a previous statement that PRecious demonstrated its solid experience in the hospitality industry, as well as its strong corporate and business acumen on a cross-regional scale. The agency was appointed last year.

Related articles: 
Pan Pacific Hotels Group revamps loyalty programme to include local indulgences
Pan Pacific Hotels checks in with PRecious Communications across APAC
Pan Pacific Hotels Group checks in with agency partner to build CRM momentum