The former Riverview Hotel reopens today under the Four Points by Sheraton brand.
It is the sixth hotel managed by Starwood Hotels and Resorts here and the first under the Four Points brand, making it Starwood's sole mid-market, four-star offering in Singapore. Owner Keck Seng Hotel, a unit of property investment firm Keck Seng, has spent $25 million renovating the property, which opened in 1985.
The upgrade of what is now called the Four Points by Sheraton Singapore, Riverview includes new rooms while food and beverage and function room spaces have all been renovated, Mr Vincent Ong, senior director of brand management for Starwood Hotels and Resorts, Asia Pacific, told The Straits Times yesterday.
"(The hotel) will stand out among the business hotels there as we have a very distinctive positioning...We also have a huge Starwood Preferred Guest (loyalty programme) base, which across the world has proven very successful with driving in travellers," he added.
Four Points by Sheraton is aimed at the independent traveller who may not have the same expectations of the full services given by five-star brands, Mr Ong said.
"While they don't compromise on standards, the Four Points guest doesn't expect someone to bring their luggage up to their room, open their doors...They don't believe in having someone do something for them that they can do themselves."
Room rates are from about $180++ a night, after a 20 per cent discount to celebrate its opening.
Four Points by Sheraton is now the fastest-growing brand among the Starwood portfolio. It has over 200 hotels worldwide, with more than 100 in the pipeline.
In Asia-Pacific, which includes India, China and Australia, it has 49 hotels in operation and 71 under construction.
The 476-room hotel here will have an all-day dining restaurant, two 24-hour fitness centres, as well as touches common to Four Points properties.
For example, the hotel's lobby bar will feature the brand's Best Brews programme - a mix of local and craft beers, complemented with sports programming.
Other hotels owned by Keck Seng are also managed by Starwood, including Sheraton Saigon Hotel and Towers in Ho Chi Minh City, W San Francisco Hotel and the Sheraton Ottawa in Canada.
The other hotels here managed by brands under Starwood are Sheraton Tower Singapore, The St Regis Singapore, The Westin Singapore, W Singapore-Sentosa Cove and Le Meridien Singapore, Sentosa, which opened last month.
More deals should be announced in coming weeks, said Mr Ong. "We have many brands in our fold and are always looking for the right partner and the right market dynamics."