RedDoorz launches new brand of budget hotels for younger audience

Singapore-based budget hotel startup RedDoorz announced the launch of a new economy brand, signaling its push to become an ecosystem of various accommodation offerings.

Photo credit: RedDoorz

Properties under the new brand – named Sans Hotels from the Indonesian word santai, which roughly translates to “chill” – aim to provide a vibrant experience at low costs. They will feature trendy furnishings and amenities and are intended for a younger demographic.

Sans will initially be rolled out in Indonesia in November and will target to have five new properties by the end of 2020, according to a statement.

The move marks RedDoorz’s second brand launch this year, following the creation of its new Indonesia-focused co-living brand KoolKost, which allows customers to rent long stay rooms under flexible leases. The platform was released in beta mode in January.

With its recent launches, the startup said it aims to become a multi-brand accommodation platform. This approach, RedDoorz noted, will help it cater to the different demands of customers, ranging from a need for more premium experiences, budget alternatives, and extended stays.

“We are now getting ready for our next phase of growth, and despite Covid-19, we remain deeply committed to Southeast Asia’s hospitality potential,” said RedDoorz CEO and founder Amit Saberwal. “Once the pandemic gets behind us, we will be the first hospitality company in our part of the world to spring back into full growth mode again thanks to everything we’ve done during this challenging year.”

RedDoorz said it will be rolling out a redesigned app and rebranding campaign in the first quarter of 2021.

See Also: RedDoorz takes tough measures to survive Covid-19

Saberwal previously told Tech in Asia that the company has been “drastically affected” by the global crisis. According to the head exec, RedDoorz has had to implement several cost-reduction measures to keep the business going. This involved cutting its digital marketing spend, implementing pay cuts for senior management, and laying off less than 10% of its total workforce in Indonesia, Vietnam, and the Philippines.

Despite this, Saberwal said that the pandemic has also been an opportunity for the company to implement much-needed fixes.