Frasers Hospitality expands Capri by Fraser brand with a new hotel in Germany to meet rising demand from millennial travellers
Capri by Fraser footprint to reach a total of 19 hotel residences across 16 cities by 2021
Australia, June 2017 – To meet the rising demand from millennial travellers, Frasers Hospitality, is expanding its Capri by Fraser brand footprint with the opening of Capri by Fraser Berlin.
The Capri by Fraser brand was specifically designed to cater for the ‘always on’ and ‘always connected’ millennial traveller, who currently spend $200 billion per year on travel, with design led, technologically driven hotel residences that offer a whole new dimension on ‘work, stay and play’.
Capri by Fraser Berlin, located in the heart of Germany’s vibrant capital, marks Frasers Hospitality’s seventh operating Capri-branded property globally and the second in Germany. Frasers Hospitality is on track to expand the brand to a total of 19 properties in 16 cities across Asia and Europe over the next four years.
Research has shown that millennial travellers demand authenticity which is underpinned by culture originality. Capri by Fraser Berlin, located in the CBD and accessible by numerous public transport links, is designed to meet this demand. The 143-unit hotel residence, made of fully furnished studios and one bedroom residences, draws inspiration from its location in Scharrenstraße, Berlin’s historic centre. This is conveyed through a unique design concept that integrates a variety of historical influences in the creation of modern, stylish and urban living spaces.
Within the property is an archaeological excavation site that was discovered by chance during construction. It is now carefully preserved and showcased through a glass floor, which lies underneath swings that have been installed to offer guests a playful perspective on this historical landmark. The apartment decor adopts a similar approach of interweaving the old with the new, such as current city maps, with historical graphics of iconic buildings.
“The new addition in Germany follows the positive reception to Capri by Fraser Frankfurt, which opened in 2015. Berlin is an attractive destination for both corporate and leisure travellers, recording more than 31 million overnight stays in 2016 and we are confident the Capri by Fraser Berlin is well-positioned to meet the demands for great value, constant connectivity and personalised service amongst today’s travellers,” Mr Choe Peng Sum, Chief Executive Officer of Frasers Hospitality said.
This Capri by Fraser brand has several hallmarks which will be rolled out with future properties including the Spin & Play concept. Resisting the usual expensive hotel laundry model, provides laundrettes with the latest games consoles, kickboxing and other activities for the millennial traveller. Guests have further options to de-stress at the 24-hour gymnasium or at the all-day dining restaurant, bar and deli. Meeting and conference facilities are also equipped with the latest audio-visual capabilities including interactive touch-screen panels and integrated whiteboard-projector features.
Capri by Fraser is developing a suite of technological initiatives to offer guests an unforgettable stay, where cutting-edge technology is seamlessly integrated into the travel experience at every possible touchpoint. Local activities can also be customised for guests seeking an authentic and unique experience.
“We are thrilled by the positive response of millennials to the Capri by Fraser brand across the globe and look forward to strengthening the Capri by Fraser network in the coming years. With 12 new properties in the pipeline, we will be taking the brand into new cities and we will also anchor our presence in key gateway cities such as Singapore and Kuala Lumpur. This will extend the Capri by Fraser portfolio to 19 properties1 with over 4,000 keys by 2021,” he added.
Frasers Hospitality’s global portfolio, including those in the pipeline, stands at 148 properties in more than 80 cities with over 23,600 keys worldwide.