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Destination Singapore Beach Road will debut for Park Hotel Group in 2017

The Park Hotel Group announced plans for a midscale brand, Destination, which will debut later this year in Singapore. The new property, Destination Singapore Beach Road, will be built in the colourful, eclectic Kampong Glam district, an area which has become increasingly popular with tourists because of its rich, Middle Eastern influenced culture.

Destination Singapore Beach Road will debut for Park Hotel Group in 2017

The Singapore-based Park Hotel Group recently announced plans to diversify its portfolio with the launch of a midscale brand. The new brand is called Destination, and the first property under the brand will be Destination Singapore Beach Road, scheduled to open in the second quarter of 2017. The company stated that more information about the property will be available at a later date.

Allen Law, CEO of the Park Hotel Group, describes the new brand as “smart, streamlined, and with a strong value proposition.” The new property will be the Park Hotel Group’s fifth hotel in Singapore. A sixth hotel, the Park Hotel Farrer Park, will open later in 2017.

The property will be located in the Kampong Glam neighbourhood of Singapore, a traditionally Muslim district, characterized by mosques, carpet shops, and Middle Eastern restaurants. In recent years, the district has earned a reputation as one of Singapore’s most popular neighbourhoods, as well as a popular destination for visitors looking for fine restaurants. The area’s history as the home of the sultan and the centre of Muslim life in Singapore combined with its present-day incarnation as a hipster gathering spot makes Kampong an eclectic mix of influences.

Shoppers, in particular, will find much to enjoy in Kampong Glam, especially the colourful Haji Lane, a street lined with one upscale shop and quirky boutique after another. It’s one of the better places in the city to buy traditional kebaya dresses and Persian carpets.

The new property is located on Beach Road, which is the boundary to Kampong Glam, and is known for its two national monuments, the Raffles Hotel and Hajjah Fatimah Mosque. The road is also the beginning of Kampong Glam’s preserved district.

Since its inception in 1961, the Park Hotel Group has grown to become one of Asia’s most respected hotel chains, with 16 properties across 8 countries. In addition to its new midscale brand, the group also offers Grand Park properties, its luxury brand, located in Singapore, China, Japan, and the Maldives. The upscale Park Hotel brand has properties in Australia, Singapore, Malaysia, Indonesia, Hong Kong, and South Korea.

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