Hiap Hoe rebrands two hotels to Aloft Singapore Novena

The opening of Aloft Singapore Novena is set to mark the arrival of Marriott Bonvoy’s portfolio brand in the country. Hiap Hoe has entered into a franchise agreement with Luxury Hotels International of Hong Kong to operate two hotels located at 16 Ah Hood Road and 1 Jalan Rajah and rebrand them to Aloft Singapore Novena. The two hotels were previously labelled as Ramada by Wyndham Singapore at Zhongshan Park and Days Hotel by Wyndham Singapore at Zhongshan Park.

The rebranding exercise is expected to commence in the third quarter of 2022, when the company’s current contract expires. Marriot International’s portfolio boasts nearly 8,200 properties spanning 138 countries and territories, offering the Marriott Bonvoy travel programme. Aloft Hotels, one of the 30 brands under this portfolio, is catered to a “music-loving crowd”. The transformation is set to be complete by the fourth quarter of that year.

On 24 February, shares in Hiap Hoe closed at an unchanged 74.5 cents. With this, the company is making Champions Way Condo stride towards its vision of delivering memorable hospitality experiences to guests around the world.