SilverNeedle to Launch New Hotel Brand

Singapore-based SilverNeedle Hospitality has unveiled plans to launch a new hotel brand.

The Sage Hotel brand will make its global debut in Brisbane, Australia, and is scheduled to open around end-2015.

Situated in Fortitude Valley, northeast of Brisbane’s Central Business District (CBD), the first Sage Hotel will comprise 111 rooms when it is refurbished from two storeys of the heritage building known as TCB.

The TCB building is a landmark in Fortitude Valley, with a history dating back to 1902, when it was a department store operated by Irish draper Thomas Charles Beirne. Forwin International Investments acquired the site in 2003.

The three-storey building houses about 22 tenants including eateries and boutiques on the first floor, with the remaining storeys leased as offices. Forwin International will convert the office space to Sage Hotel, a modern upscale brand that caters to the business traveller.

“At SilverNeedle Hospitality, we recognise there is an important group of business travellers who desire a stable and uncomplicated life as they conduct their business in unfamiliar cities,” said Mr Iqbal Jumabhoy, Managing Director & Group Chief Executive Officer at SilverNeedle Hospitality. “Not only is the Sage Hotel designed to fulfill the needs of this group, it also complements our suite of offerings that includes six other brands. Our intention is to develop the Sage Hotel brand throughout Asia Pacific in the upscale segment.”

Guests at Sage Hotel will enjoy free Wi-Fi and free local calls. Mini bar items will be priced at 30% above local convenience stores, and laundry services priced at just 20% above street pricing. Another brand standard that all guests will enjoy is the SilverNeedle DreamWeave Sleep System, which consists of high quality pillow-top mattress with gel-infused memory foam, Egyptian Cotton 300 thread count per inch linens, and a selection of premium pillows.